REMEMBERING
LET’S NOT FORGET OUR PAST. LET’S LEARN FROM OUR EXPERIENCE TO MAKE THE FUTURE GROW.
From the first textile shop in the centre of Alba, a town in northern Italy where our Group still has its head offices, to the ingenious mind of Giuseppe Miroglio, who developed the textile business and designed the first mass-produced women’s clothes, to the growth of an international business with a local presence in over 50 countries worldwide.
End 19th century
Miroglio family business was first established in the 19th century, in Alba. Carlo and Angela Miroglio were selling textiles, initially as street vendors, and then in a wholesale and retail shop in the city centre.
This was the beginning of a major international corporation now present in over 50 countries. First Miroglio outlet in Alba, Piazza del Duomo.
The ‘20s /’70s
1929 The number of shops was growing. Of the five children, only Giuseppe stayed back in Alba. From now on, Miroglio’s story becomes Giuseppe’s story. Thanks to his entrepreneurial vision, the business not only survived the difficult times between the two world wars, but also prospered.
1947 Giuseppe Miroglio decided to begin producing silk and artificial fibre fabrics and installed the first looms. This was the beginning of Miroglio textile mill.
During those years, his sons Carlo and Franco joined the business. They would later become President and Managing Director, respectively.
1950 The first textile mill, equipped with modern machinery, was set up in Alba. In order to devote himself totally to the manufacturing business, Giuseppe Miroglio sold his retail outlets.
1955 Giuseppe assigned the business to his sons Carlo and Franco, so that he could devote himself to a new project: setting up a new plant for the mass-production of clothes according to the American model.
Vestebene was established in 1957.
Meanwhile in Italy, women were trying to forget the war and rediscover the pleasure in femininity.
The vans with the slogan “Piace! Perché Vestebene” (Everybody likes her because she wears Vestebene) were running up and down the country. It was a brilliant intuition.
1958 Concurrently with the setting up of the ready-made clothing division, the company also extended its textile business by setting up works for the dyeing, printing, and finishing of fabrics. The production cycle was now complete: from fabrics to ready to wear.
The ‘70s /’80s
1984 Elena Mirò brand was launched, offering top quality plus-size clothing.
During these years, the Group began to collaborate with fashion stylists, like Moschino and Krizia.
This new strategy would then lead to the other Group’s brands.
At the same time, the first internationalization process was initiated, through several acquisitions abroad.
1990 Caractère was set up, covering the top market segment in terms of style and quality.
During these years, the Textile Division consolidated its position through a growing international presence.
1993 Miroglio Group for the first time introduced the innovative fast fashion formula. The Motivi brand was revamped, to become a cool brand for younger women, properly updated to meet the dynamic needs of fast fashion retailers.
The nineties were characterized by intense marketing activities, aimed at strengthening the identity and image of the Group’s brands. Advertising campaigns were being launched one after the other, communicating strong innovative messages. International events were organized, topping in 2005 at Milano Moda Donna with Elena Mirò, the first plus-size brand taking part in such a major fashion event.
2000 After the success of Motivi, the Group strengthened its position in the retail business, through the development of single-brand retailers like Elena Mirò, Oltre, Caractère, Fiorella Rubino, Diana Gallesi, and Sym.
2004 - TODAY The Group international growth has continued, for domestic lines with the leading brands Motivi and Elena Mirò, as well as through acquisitions and partnerships in line with a ‘glocal’ strategic approach: Miroglio acquired a 50% stake in Elegant Prosper and Ayaydin, two clothing companies with a strong presence in China and Turkey, respectively.
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