Once an incredibly popular brand in Canada, Mexx closed all of its operations in Canada in early 2015.
Mexx was a staple for affordable office wear and well-fabricated basics. The brand started to experience problems as major retailers like Zara moved into the picture, offering more fashion-forward designs at lower price points.
While this is solely anecdotal, we believe customers could just find better value elsewhere, and Mexx was too highly priced for the level of fashion and quality it produced.
But this is all about to change as the Dutch fashion brand will be re-launching in Canada and is looking to recapture what they once had in the Canadian retail landscape. At one point, Mexx stores were located in almost every major Canadian mall and operated more than 100 stores nationally.
According to WWD, the new Mexx will include a new brand image, a new website, and a smaller, more nimble store concept.
Focusing on stores for the “digital age,” Mexx will have to be at the top of its game if it wants to survive their relaunch. As seen with brands like Esprit, it takes a lot for a brand that shut down stores and then tries to re-invent itself and capture new customers while trying to bring back old ones.