What's Happening?
Berlin-based fashion brand Mikuta has launched its first international store in Amsterdam, marking the beginning of its wholesale business. The new location also serves as a showroom, allowing potential
wholesale partners to experience Mikuta's offerings firsthand. CEO Christian Goossens highlighted Amsterdam's vibrant and international atmosphere as a perfect fit for the brand's expansion. The company is planning to participate in trade fairs in Paris and Copenhagen in 2026 and is in discussions with leading department stores. Mikuta aims to establish a selective wholesale network while maintaining its core direct-to-consumer model.
Why It's Important?
Mikuta's expansion into the wholesale market represents a significant shift in its business strategy, potentially increasing its market reach and brand visibility. The U.S. market, which has rapidly become one of Mikuta's most important, stands to benefit from this expansion, offering American consumers greater access to the brand's products. This move could also influence the competitive landscape in the fashion industry, as Mikuta's unique blend of authenticity and timelessness may attract a new customer base. The expansion into lifestyle categories like home and fragrances further diversifies Mikuta's offerings, potentially increasing its market share.
What's Next?
Mikuta plans to solidify its wholesale strategy by participating in major trade fairs and expanding its retail presence with flagship stores and pop-up locations. The company aims to balance its revenue between e-commerce, wholesale, and flagship stores over the next five to seven years. As Mikuta continues to grow, it will focus on sustainable and meaningful collaborations with select online platforms. The brand's commitment to authenticity and community engagement will guide its future developments, including potential expansions into new lifestyle categories.
