Beeline has entered into an agreement with Australian fashion jewellery company LOVISA for the sale of its retail subsidiaries in Germany, Austria, Switzerland, Belgium, Luxembourg and the Netherlands.
The beeline Group is a Cologne-based privately-owned company that offers fashion jewellery and accessories such as hair, textile, sunglasses, readers and children’s accessories under the brand SIX, TOSH and I AM. The company has made the decision to focus on its core business of concessions as well as ecommerce and is therefore, ending its own retail and franchise activities.
LOVISA will continue to operate the former 74 ‘SIX’ and ‘I AM’ retail stores under its own brand.
Hinrich Tode, beeline Chief Executive Officer commented: “With the sale of the retail segment to Lovisa, we are optimally positioning the company for the future. Placing our focus on our partners and ecommerce is a consistent and positive step for beeline. The ongoing Covid-19 pandemic and the digitisation processes it has accelerated have shown that consumer behaviour, and with it retail in general, has been fundamentally altered.”
