Maxime Simoëns' M.X brand off to a strong start

By

Chenu Alexis

Published
Apr 23, 2018

Last June, around the same time that he was named creative director at Azzaro, taking charge of the label's haute couture, and men's and women's ready-to-wear and accessories lines, designer Maxime Simoëns opened the first M.X boutique at 13 rue Vieille-du-Temple in Paris' le Marais neighbourhood. 

Launched a year ago and positioned as a sportswear and casual brand, M.X has achieved "its objective for 2018," explains Maxime Simoëns, "and we're even hoping to double our revenue next year". 

M.X has fast established itself as a lifestyle brand, having offered a complete menswear wardrobe since its launch: shirts, sweatshirts, polos, eveningwear, sportswear, denim, underwear and accessories, from jewellery to backpacks. "M.X isn't just a brand of products, but a brand universe, and it's by communicating through this lifestyle that we establish our aesthetic", reveals the French designer. 

This fact is further demonstrated by the brand's e-shop, which was launched this week and is an important new growth area for M.X. Simoëns explains that the e-commerce experience was "built around the desire to interact with our customers, one of the key points of our strategy". In order to achieve this aim, the site has a social wall which showcases the best looks published by customers on social networks, rewarding featured fans with personalised benefits. 

A second boutique is now in the pipeline and, in parallel to this retail expansion, the designer has also been developing the brand's wholesale segment, meaning M.X is now present in 51 points of sale around the world. 18 of these stores are in France (and include concept shop l'Exception), with the United States, China and Japan accounting for the rest of the locations, among which Tokyo's Guilt is worthy of particular mention. 

And Maxime Simoëns looks to have even more ambitious expansion plans in mind for M.X, aiming to double the brand's global points of sale by 2019, with Japan and South Korea identified as priority markets.