OTB Accelerates Latin America Push With Direct Operations and Store Openings in Mexico

OTB accelerates in Latin America. 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 new subsidiary, operational from 2024, will centralize the operations of the conglomerate's brands, which operates Diesel, Maison Margiela, Marni, Jil Sander and MM6; with the aim of developing a direct presence in both physical retail and digital channels.

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 United States 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 optimize 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. As explained by the conglomerate's president, Renzo Rosso, "having a direct presence is essential to create an authentic link with local customers.

He also stressed the cultural value of the Mexican market, which he described as "a creative and cultural capital with a unique style and energy". The decision to land directly in the country, he said, responds not only to commercial reasons, but also to the desire to nurture the connection between the group's brands and the local imaginary.

The move in Mexico is also part of the group's internationalization process, which in recent years has increased its presence in Asia, Europe and North America with selective openings.

OTB Group, an acronym for Only The Brave, currently controls five fashion brands: Diesel, Marni, Maison Margiela, Jil Sander and Viktor&Rolf. Headquartered in Breganze (Italy), the company has an international network of over 7,000 employees and a presence in more than 80 countries.

In the past financial year, the company reduced its global turnover by 5% to 1.7 billion euros. Gross operating profit (ebitda), meanwhile, stood at 275.8 million euros, down 20% on the previous year's 347.6 million euros.