, is best known for its Instagram-friendly heels embellished with crystal-encrusted bows, and is deepening the relationship with its network of retailers by opening a series of pink-hued pop-ups and shops-in-shop worldwide.
To this end, Kikolashvili said the brand’s positioning is key. “We have a luxury product and where it is shown is super important,” he said.Mach & Mach’s current distribution footprint includes 75 international prime retailers, including the likes of Harrods, Browns, Lane Crawford, Ounass, LevelFollowing the U.S.
“Maybe the perception is that this is a party , but to be honest, when I talk to our creative directors, it’s clear that it’s more about joy… We strive to bring confidence and empower women with our product, which is very joyful and distinctive,” said the CEO. He recalled asking the Macharashvili sisters their purpose and shared that since their childhood the duo “wanted to create something they couldn’t find in any shop. So that’s why our product is not basic.
The apparel range was part of the brand since the very beginning, but once the founders relocated the creativity of the label from Tbilisi to Italy around 2020, the shoe business boomed and the duo decided to channel their energy toward boosting and cementing their footwear offering.
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