London - Missoni is set to bring its diffusion line M Missoni license in-house, following the end of its license agreement with Valentino Fashion Group.

The Italian has partnered with Italian production company Gilmar SpA for the manufacturing of M Missoni's collection. Missoni will then take over the design and distribution of the line, which will be under the creative direction of Angela Missoni.

“For this project, Missoni has chosen Gilmar as its production partner because of their solid production structure, production quality and expertise within the knitwear sector," wrote the company in a statement. Gilmar, held by the Gerani family, produces its own apparel labels Ice Play and Iceberg, which is designed by James Long. It also holds a 30 percent stake in 2113 Srl, parent company of No.21.

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The first collection for M Missoni to launch after it has been brought in-house will be for Spring 2019. By bringing the diffusion line in-house, Missoni aims to develop a "clearer distinction" in the style and positioning of M Missoni, as well as a more coordinated strategy regarding its communication. Missoni also hopes to capitalize on important synergies in different markets and further develop its product offering by launching a line of bags and small leather goods.

The Italian fashion house has implemented direct retail sales and aims to launch a dedicated e-commerce site for M Missoni as well as new wholesale channels and markets in the Far East. Missoni is also set to open a new showroom and design space for M Missoni in Milan in May in via Amedei. It will close down its M Missoni store in Corso Venezia while it searches for a new location.

Missoni originally signed its licensing agreement for M Missoni with Valentino Fashion Group in 2005. The two parties renewed the agreement in 2009 for another 10 years. FashionUnited has contacted Missoni for additional commentary.


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