The Italian group led by Renzo Rosso has announced the creation of its own legal entity in Mexico City as the first step in its expansion plan in the region.
The decision responds to the global strategy of Only the Brave (OTB), focused on strengthening direct control over its brands in the markets with the greatest potential. After consolidating its presence in the US and Canada, the group now extends its commitment to the Mexican market, which it considers strategic due to its cultural dynamism and its growing weight in the luxury business.
OTB’s roadmap in the country will not be limited to the capital. The group also plans to open new points of sale in key cities such as Guadalajara, Monterrey, Leon, Cancun, Puebla and Queretaro. To accelerate this expansion, OTB has sealed an alliance with El Palacio de Hierro, one of Latin America’s leading department store operators.
The presence of the group’s brands will be articulated through single-brand stores and concession spaces, in a combination of channels that will enable the company to adapt its distribution to local consumer habits and optimise its visibility in strategic Mexican retail enclaves. OTB will grow in Mexico hand in hand with El Palacio de Hierro.
In addition to strengthening the commercial network, the expansion plan includes marketing actions and brand experience at the point of sale, with the aim of building a strong local identity.
