In 2015, MEXX announced that it’ll close all stores in Canada. Three years later, MEXX announces that from Fall 2018, it will relaunch the brand in retail in Canada. An important element of the relaunch is the new, innovative, minimalistic and contemporary store. MEXX will reduce their box formats to a 200-square-metre lifestyle box for controlled distribution.
The MEXX brand has its roots in the 1970s. It all started with fashion designer Rattan Chadha and his business partner Adu Advaney who supplied private label clothes to department and wholesale stores in the Netherlands. By 1980, this had resulted in the creation of two well-known Dutch clothing brands – Moustache for men and Emanuelle for women. The two brands merged in 1986 to create MEXX, with the company name coming from M (from Moustache) and E (from Emanuelle), plus XX (an abbreviation for “Kiss! Kiss!”). The brand achieved revenue of over $1 billion. The global IP of MEXX was acquired by the newly formed MEXX International B.V. based in the Netherlands in August 2017.