Chico's FAS heads south of the border

Chico's FAS is gearing up to launch its brand in Mexico through an exclusive franchise with El Puerto de Liverpool. The company’s expansion in Mexico will begin with a stand-alone boutique opening at Perisur Mall, Mexico City, in spring this year.



Plans for the Chico's expansion in Mexico include the opening of stand-alone boutiques as well as branded shop-in-shops in Liverpool department stores. The second stand-alone boutique will open in Villahermosa, Tabasco. In addition, Liverpool plans to roll out six Liverpool department store shop-in-shops during the first half of this year.



The Chico's brand was founded in 1983 as a boutique selling Mexican folk art and cotton sweaters from a store in Florida's Sanibel Island. Today, Chico's sells exclusively designed, private-branded clothing for women.



"We could not be more thrilled for the opening of the first Chico's international location in Mexico," said Cinny Murray, Chico's brand president. "I'm so excited to bring the women of Mexico fabulous Chico's fashion, and this is an incredible growth opportunity for our brand."



"We believe Mexico is a great first foray into the international arena for the Chico's brand. It represents an important part of the overall global expansion of Chico's FAS," says Bill Bine, Chico's VP, international operations. "We are excited to announce our partnership with Liverpool. Their experience and understanding of the customer in the Mexican market, combined with the strength of the Chico's brand creates a tremendous opportunity for international growth."



The store design of the Chico's stand-alone boutiques will be based on a new store prototype. The elevated concept includes a mix of curated finishes and materials based in warm tones with what the company describes as subtle animal prints. Modern interpretations of Chico's brand heritage are brought to life with woven entry doors, luggage details on fixtures and layers of artifacts as props.



"We are very pleased to be able to introduce Chico's to Mexico and offer our customers collections filled with fashionable, high-quality apparel,” said Liverpool's CEO Jorge A. Salgado. “Chico's reputation for leading the industry in both fashion and innovation makes the company an ideal resource and collaborator for us as we introduce new segments of the market."