Wella arm to launch Mexx brand in UK

Wella subsidiary Cosmopolitan Cosmetics is to launch Mexx branded fragrance and cosmetics lines after securing a licence from the fashion retailer.

The move comes as Dutch fashion brand Mexx expands its UK presence with the launch of a flagship store in Covent Garden, London, as part of an aggressive UK roll-out strategy.

Cosmopolitan Cosmetics, the fragrances and cosmetics division of Wella which bought Yardley brand last November, will launch the Mexx products internationally in the early part of next year.

The advertising plans for Mexx are not finalised, says Cosmopolitan Cosmetics marketing manager Richard Welge: “Grey, our regular agency is working on the brand, as is one of Mexx’s agencies. We don’t know what media we will use yet.”

Cologne-based Cosmopolitan Cosmetics also owns the Gucci, Rochas and Anna Sui perfume brands. The division saw sales growth of 3.2 per cent last year.

Mexx’s 5,000 sq ft flagship store in London opens on August 26 stocking womenswear, menswear, footwear and accessories across three floors. Mexx has booked all the ad space in Covent Garden Underground station for a “role models not real models” launch. Media buying is by Zenith.

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