Elena Mirò Celebrates 40 Years with Bold Expansion and a Fiery New Collection

Elena Mirò, the distinguished plus-size womenswear brand established in 1985 as part of the Miroglio Group, is commemorating its 40th anniversary with significant strategic developments. The brand is launching a special capsule collection designed to bridge its rich stylistic heritage with its future vision. Concurrently, Elena Mirò is embarking on an ambitious retail expansion, with plans for new mono-brand stores in Italy and Lebanon, signaling a broader focus on the Middle East by 2026, while diligently nurturing its established mature markets.

The anniversary celebrations have been strategically timed for the latter part of the year, commencing with an early rollout in stores in September alongside a dedicated brand campaign. Fabio Assecondi, Elena Mirò’s Brand Director, highlighted an immersive VR-led event in Milan on October 16th, which will also be replicated in stores. This event introduces the "Rosso Mirò" capsule collection for AW 2025/26, a lifestyle offering that features a vibrant color palette, with red prominently positioned as its signature hue. The brand emphasizes that red serves as the collection's defining code, inspiring an evolving wardrobe built on refined patterns, sculpted silhouettes, innovative materials, and couture details, complemented by sophisticated animalier accents.

The "Rosso Mirò" capsule comprises approximately forty pieces, consistently offered in sizes 42 to 58, aligning with Elena Mirò’s entire product range. This collection spans multiple product categories, reflecting the brand's contemporary essence, and is priced in line with its classic collections. While Italy remains the brand's primary market, international markets now contribute a substantial 40% of overall revenue, distributed evenly across various channels. The Iberian Peninsula, particularly Spain, stands as the second-largest market, a testament to a 26-year presence and a strong partnership with El Corte Inglés.

Elena Mirò is actively consolidating its European distribution. This includes the recent grand reopening of its redesigned two-level, 100-square-meter flagship store in Paris. In France, the brand operates six stores and three concessions, while in Germany, it maintains a close collaboration with key account Breuninger. Beyond Europe, the Piedmontese brand has made notable inroads, opening a mono-brand store in Tbilisi, Georgia, this year, and planning two additional store openings in Lebanon by the end of the year. The Middle East is identified as a strategic focus for 2026, due to the strong alignment between the brand's style and the customer profile in the region.

Further expansion within Italy includes two new outlet stores opened this year at Scalo Milano and Marcianise, with a strong emphasis on operational management and performance enhancement. Digital sales have also experienced remarkable growth, increasing by 60% last year. Online sales distribution mirrors physical retail, with Italy accounting for just under 60%, followed by Germany, Spain, and France, among other active countries. Elena Mirò is dedicated to retaining its loyal customer base while actively seeking new customers, recognizing the importance of its broad size range for both sales and brand image.

Post-pandemic, in 2022, Elena Mirò saw a 30% increase in new customers compared to 2019, with subsequent years continuing to show double-digit growth. Analysis of these new customers reveals that sizes 46–52, referred to as the "Size Extension," remain the core demographic. Interestingly, 20% of new customers fall into sizes 42 and 44, a figure that rises to 35% among tourists. The brand also boasts impressive customer retention rates, approaching 50%, which is notably high by market standards. The Miroglio Group, encompassing approximately 4,000 employees, reported a turnover of 588 million euros in 2024, a significant rise from 530 million in 2023. Elena Mirò contributed to this success with an 8% like-for-like growth across all direct channels, with its online channel now representing nearly 15% of the brand's direct sales.