Content area
Full Text
Sixty Group, the Italian fashion company behind the Miss Sixty, Energie and Killah brands, is hitting the Las Vegas Strip next week to launch a store with a fresh retail concept.
The company's U.S. arm, Sixty USA, is to open a 2,585-square-foot unit in The Forum Shops at Caesars. The opening will also mark the introduction of a retail concept that puts both the women's Miss Sixty brand and men's Energie brand under the same roof. The space has been codesigned by Studio 63 and Kenneth Park Architects, as well as the Sixty Group Interior Design team.
Don Witkowski, chief executive officer of Sixty USA, said that while the company has combined brands at retail before, the store represents the new direction for its retail strategy on an international level.
"We really like the way this came out and we feel the customer is going to like it," he said. "It adds a lot of theater to the shopping experience. One of the reasons brands have their own stores is to really talk about what their brands stand for, and this concept really does that for these brands."
Directly communicating the brand image to consumers through owned stores is particularly important for Sixty because it is relatively new to the U.S. market. It was only five years ago that Sixty Group began making a concerted effort...