January 25, 2021

British Handbag Label Re-brands as Demellier

WHAT’S IN A NAME? The British handbag label Milli Millu has a new name, an updated strategy and more money in the bank to fuel its expansion plans.
The brand is now known as Demellier, a reference to its founder Mireia Llusia-Lindh’s name, family history and Spanish heritage. Llusia-Lindh said the re-branding was a response to the company’s growing international appeal.
She said that after the label won a Walpole Brand of Tomorrow award earlier this year, it needed a name that resonated better with international clients.
“A lot of doors opened for us, and we started selling quite a bit internationally,” said Llusia-Lindh referring to the impact of the award from Walpole, the British luxury goods lobby.
She said the Milli Millu name “wasn’t working so well in some geographies, so we re-branded” to something that is meant to capture the heritage, modernity and international feel of the brand.
“I’m Spanish, I have lived in the U.S. and Switzerland and the brand is British, so we wanted to incorporate that,” she said.
Launched online six years ago, the label is known for its sleek, modernist aesthetic and accessible prices. Bags range from 225 pounds to 525 pounds.
As part of the relaunch, Llusia-Lindh also plans to introduce new styles and broader customization features. The new range takes key styles, such as roomy leather totes

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