Chico’s to Expand Internationally, Starting in Mexico

In Marketing, What's New, Industry News by Accessories Staff

chico'sNew York—Chico’s FAS Inc. today revealed plans to expand its Chico’s brand outside the United States for the first time.

In an exclusive franchise with El Puerto de Liverpool, S.A.B. de C. V., Chico’s will open its first stand-alone boutique at Perisur Mall in Mexico City this spring.

Plans for the Chico’s expansion in Mexico include the opening of stand-alone boutiques as well as branded shop-in-shops in Liverpool department stores. The second stand-alone boutique will open in Villahermosa, Tabasco. In addition, Liverpool plans to roll out six Liverpool department store shop-in-shops during the first half of this year.

New Store Prototype

“We believe Mexico is a great first foray into the international arena for the Chico’s brand. It represents an important part of the overall global expansion of Chico’s FAS, Inc.,” says Bill Bine, Chico’s vice president, International Operations. “We are excited to announce our partnership with Liverpool. Their experience and understanding of the customer in the Mexican market, combined with the strength of the Chico’s brand creates a tremendous opportunity for international growth.”

The store design of the Chico’s stand-alone boutiques will be based on a new store prototype. The elevated concept includes a mix of curated finishes and materials based in warm tones with subtle animal prints. Modern interpretations of Chico’s brand heritage are brought to life with iconic woven entry doors, luggage details on fixtures and layers of artifacts as props.

As of November 2013, Chico’s operated 617 boutiques and 108 outlets across the United States, the District of Columbia and Puerto Rico.


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