Camicissima’s optimistic outlook spurred its sustained expansion strategy through the COVID-19 crisis

Fenicia-owned Italian fashion brand Camicissima — a Gold Partner at the inaugural Moodie Davitt Virtual Travel Retail Expo — has opened the doors to its second boutique in Cyprus.

The new store opened on 15 July and offers 60sq m of retail space. It is located in the ground floor of the MyMall in Limasool, which is the island’s retail hub. The store will offer Camicissima’s Permament, Classic, Fancy, and Trendy lines, as well as its non-iron shirt products.

According to the brand, the new opening will strengthen Camicissima’s market share in the Mediterranean, underscoring its robust expansion strategy. The brand opened its first store at the Nicosia Mall in Cyprus in November 2018.

Despite the challenges caused by the pandemic, Camicissima has continued to open new stores in key aviation hubs and domestic markets.

Customers in Cyprus can purchase Camicissima’s Permament, Classic, Fancy, and Trendy lines at the new store in MyMall Limasool

As reported, Camicissima opened a dedicated corner at Geneva Airport in partnership with Lagardère Travel Retail March this year. The brand and travel retailer also partnered in January to open six boutiques across key airports in France for a test period. These were located in Marseille, Nice, Bordeaux, Toulouse and Lyon airports.

The brand most recently entered the Austrian domestic market by opening a new store in the heart of Vienna’s retail district. It also opened a new boutique in one of the biggest shopping centres in Nairobi, Kenya.

Commenting on the brand’s response to the crisis, Camicissima President Fabio Candido said: “More than ever, it’s important to keep our brand front of mind for our core consumer. To do that, we need to be present at every moment of his everyday life. Shirts are vital for customers who don’t want to compromise on elegance, comfort and style – and I’d like Camicissima to answer this need.

“This is why we’ve never stopped expanding throughout the crisis. Instead we’ve opened new stores both in domestic and travel retail markets…I’m pretty optimistic about the future and can’t wait to face new challenges that come our way.”

Camicissima recently opened boutiques in Vienna’s retail district (pictured above) and in one of the biggest shopping malls in Nairobi

Camicissima goes for Gold at the Moodie Davitt Virtual Travel Retail Expo

Camicissima is a Gold Partner of the Moodie Davitt Virtual Travel Retail Expo#VirtualStand FA-G3. 

The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative.

Registration is free for buyers, exhibitors and preferred media partners. (Click here to register)