DIXIE

BRAND AND FASHION DESIGNER ,   D

DIXIE IS A FLORENTINE FASHION BRAND, BORN IN 1996 FROM THE INTUITION OF GIANNI GUASTELLA AND MASSIMO FROSINI.

Dixie is a Florentine fast-fashion brand based in Signa. Known and loved all over the world. Significantly, for its proposals of refined and retro-inspired garments. Notably, dedicated to an authentic woman, outside the box, with a feminine look with attention to detail.

Garments of the Dixie brand.

ITALIAN PRODUCTION

Company is a leader in fast fashion in Italy and has developed rapidly in many European countries. The secret is a young and dynamic fashion, always careful towards a constantly evolving clientele.

Quality is guaranteed by the entirely Italian production with the speed of the fast-fashion model. In this way Dixie, founded in the late 1980s by Massimo Frosini and Gianni Guastella, is now known internationally.

COMPANY HEADQUARTERS

Brand’s stylistic-production headquarters are located in Signa, in the province of Florence, next to one of the most important Italian fast fashion industries: Macrolotto di Prato. Strategic position allows to optimize and therefore considerably reduce the normal times.

The sector related to digital development and communication strategy is instead based in Funo di Argelato (BO), within the Web department of the Imperial S.p.A. group.

Exhibition space and the Dixie showroom, on the other hand, are located at the Centergross in Funo di Argelato (BO). Primary centre for the wholesale of Made in Italy fashion.

In an open space of over 1000 square meters furnished according to the typical taste of the brand, previews of news and trends are presented every week. At a later stage they will populate the retail, franchising and wholesale network.

Interior of a Dixie store.

BRAND DEVELOPMENT

The brand was acquired in 2014 for a 60% share by the Imperial group. The company led by Adriano Aere, who in addition to Dixie controls the Imperial and Please brands (all three are fast fashion brands), has introduced a real revolution in the organizational structure of the Florentine brand.

In the year of the acquisition, Dixie invoiced € 28,718,000, after two years in 2016 the turnover increased, marking a + 14.9%, to 33 million.

Dixie’s sales network is widespread and also extends to the cities of Milan, Monza and Limbiate in Lombardy, Asti, Alba and Cuneo in Piedmont, Padua and Treviso in Veneto, Imola, Trieste and Bologna, Perugia, Ancona and Rome.

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