New York—Americans are already familiar with Inditex’ biggest apparel and accessories chain Zara. Now the world’s largest apparel company is introducing its other retail business, Massimo Dutti, to the United States.
Founded in Spain in 1985—with its first women’s collection launched in 1992—Massimo Dutti takes a more upscale, classic European tailored approach to its ready to wear and accessories than Zara. Retail prices range from about $100 to $1,000.
“Massimo Dutti targets cosmopolitan men and women between 25 and 50 years old who like to wear classical, contemporary clothes,” according to Evaristo Saenz, the brand’s image director.
“It wasn’t until now that we felt it was the right moment for us to enter the U.S. market with Massimo Dutti,” Inditex CEO Pablo Isla was quoted last month, adding that the company will expand the chain with other U.S. outlets in cities where Zara is already present.
The flagship location at 689 Fifth Avenue at 54th Street is the site of a former Zara location and at 13,000-square feet over three floors is Massimo Dutti’s largest store. The décor reflects Massimo Dutti’s new brand image that utilizes warmer finishes and materials and interior design that combines modern lines and classic details. Favorite materials: walnut, brass, leather, dark marble and of course the signature white house mannequin that many Dutti stores display.
Coinciding with the New York flagship opening, Massimo Dutti is also launching its online flagship store with free shipping to all 50 states. The site offers a full range of merchandise for women and men as available at the physical stores.
In celebration of the first U.S. store, Dutti created the “689 5th Avenue Collection” a select offering of higher quality, more expensive men’s and women’s wear that will be offered in only 40 doors worldwide.
Described as “our own ode to the city that never sleeps, a binomial of the essence of Massimo Dutti and the city of New York,” the 689 5th Avenue Collection “focuses on quality, simplicity, elegance and fashion combined with a cosmopolitan and edgy touch to create a special finish.
“It has a noticeable New York feel, bringing unity to a modern yet classic style, where nothing seems forced and everything is balanced.”
Inditex is hoping that 2012 is the right time to introduce Massimo Dutti to the United States. The brand has hit $1.3 billion in sales for the year ended January 2012 and the company claims revenue growth has exceeded its retail space expansion, Isla said. Massimo Dutti also is Inditex’ most profitable retail chain with a 24% operation margin compared with 19% at Zara.