MiMi London

MiMi

Type	Privately held
Industry	Fashion, Clothing Retail, Luxury fashion
Founded	1997
Headquarters	London, United Kingdom 309 King's Road
Area served	Worldwide
Key people	Mimi Lowe & Azita Asilzadeh
Products	Designer clothes, Shoes, Bags, Accessories, Jewellery, Fashion accessory
Website	www.mimilondon.co.uk

MiMi is a London, United Kingdom-based luxury clothing and accessories retailer ^{[1][2] [3]} The name MiMi London was coined when the URL mimilondon.co.uk was used by the business in 2004 to host their e-mail accounts & website. Over the years suppliers as well as customers became to know the store by ‘MiMi London'.

History

The boutique MiMi was founded by Lady Mimi Lowe & her younger sister, Azita Asilzadeh in 1997.

Mimi Lowe has over two decades of experience in the fashion industry, starting her career as a teenager in small boutique in Wimbledon Village called Gobbliwinks. She then went on be a manager at Matches before deciding to start her own business in 1997.

Azita Asilzadeh studied Fashion & Business at the London College of Fashion between 1992-1994. After graduating she also worked in Matches as a sales assistant. 2 years later she became a manager & in 1997 left to join her sister on their venture.

Mimi Lowe (left) Azita Asilzadeh (right)

The boutique was opened on the King’s Road in Chelsea, London in 1997.

MiMi has carried many established designer labels & introduced new labels to the United Kingdom from abroad as well as home grown designers.

Evolution of the MiMi Logo

The original MiMi logo used was Times New Roman in Itallics Bold and in 2001, it was changed to what is currently used in Times New Roman Bold. The logo was then updated in 2010 to include their website address.

The evolution of the MiMi logo

Chronology of Designers at MiMi

• 1997-1999: No records available

• Autumn-Winter 2000: Anna Sui – Anya Hindmarch – Boyd – Cashmere Studio – Catherine Malandrino – Collette Dinnigan – Diane von Furstenberg – Earl Jean – Edina Ronay – Erickson Beamon – Fake London – Ghrani Strok – Jemima Khan – Jimmy Choo – Juicy Couture - Katayone Adeli – Luisa Beccari – Megan Park – Michele Perry – Missoni – Ordinary People – Patty Shelabarger – Paul Smith – Pucci – Rebecca Taylor – Sara Berman – Scott Hensall – Studd – Theory – William B

• 2001: No records available

• Spring Summer 2002: 120% Linen - Alberta Ferretti - Antipast – Anya Hindmarch – Boyd – Betty Jackson – Cameron Taylor – Collette Dinnigan - Diane von Furstenberg – Elspeth Gibson – Earl Jeans – Eres – Fake London – Fisico – Ghrani Strok – Haseltine – Holly – Jimmy Choo – Jamin Pueche – Jaislamer – Juicy Couture – Jemima Khan – Katayone Adeli – Katherine Hamnet – Les Praries de Paris – Luisa Beccari – Lise Charmmel – Milan T – Missoni – Megan Park – Matthew Williamson – Marc by Marc Jacobs – Michel Perry – Moncler – Miss Italy – Nino Bauti – Paul Smith – Pucci – Sonia Rykiel – Sweet Pea – Studd – Sara Berman – Scott Hensall – Salt Water – See by Chloe – Temperley London – Velvet

• Autumn-Winter 2002: Allessabdro Dell’ Aqua - Antipast – Anya Hindmarch – Alberta Ferretti – Boyd – Betty Jackson – Cacharel - Cameron Taylor – Celine - Collette Dinnigan - Diane von Furstenberg – Elspeth Gibson – Earl Jeans – Eres – Fake London – Fisico – Ghrani Strok – Goat Fashion - Haseltine – Holly – Isabel Marant - Jimmy Choo – Jamin Pueche – Jaislamer – Juicy Couture – Jemima Khan – Katayone Adeli – Katherine Hamnet – Kristina T. - Les Praries de Paris – Luisa Beccari – Lise Charmmel – Milan T – Missoni – Megan Park – Matthew Williamson – Marc by Marc Jacobs – Michel Perry – Moncler – Miss Italy – Nino Bauti – Paul Smith – Pucci – Sigerson Morrison - Sonia Rykiel – Sweet Pea – Studd – Sara Berman – Scott Hensall – Salt Water – See by Chloe – Spencer & Rutherfold - Temperley London – Velvet

• Spring-Summer 2003: 120% Linen – Alberta Ferretti – Alex Bore Browne – Anya Hindmarch – Betty Jackson – Boyd – Cacharel – Chloe Lunettes – Christian Louboutin – Collette Dinnigan – Diane von Furstenberg – Dolce & Gabanna Ochialli – Earl Jean – Easton Pearson – Erickson Beamon – Fake London – Fisico – Ghrani Strok – Goat – Habitual – Holly – Isabel Marant – Jamin Puech – Jimmy Choo - Joomi Joolz – Juicy Couture – Katayone Adeli – Les Praries de Paris – Madeline Press – Malini M. – Marc by Marc Jacobs – Matilde – Matthew Williamson – Maurizio Pecoraro – Mehbs Yaqub – Melissa Odabash – Miss Italy – Missoni – Moncler – Orest – Paul Smith – Pringle – Red Hot – Roland Mouret – Saltwater – Sass & Bide – Seven - Sigerson Morrison – Shona Joy – Temperley London – Toilette – Vanessa Bruno – Velvet

• Autumn-Winter 2003: Alberta Ferretti – Alex Monroe - Anya Hindmarch – Autumn Cashmere – Betty Jackson – Buba – Cameron Taylor - Cacharel – Catherine Malandrino - Christian Louboutin – Clements Riberio – Coast Weber & Ahaus - Collette Dinnigan – Diane von Furstenberg – Earl Jean – Erickson Beamon – Fake London – For All Mankind – Ghrani Strok – Goat – Habitual – Holly – Isabel Marant – Jamin Puech – Joie – Juicy Couture – Lola Rose – Luella - Marc by Marc Jacobs – Matilde - MAWI - Matthew Williamson – Maurizio Pecoraro – Melissa Odabash – Michel Perry – Misa Harada - Missoni – Moncler – Moschino – Petalune – Rebecca Taylor - Roland Mouret – Ruyi - Sass & Bide – Sigerson Morrison – Sophie Williams – Sweet Pea - Temperley London - Toilette – Vanessa Bruno

• Spring-Summer 2004: 120% Linien - 2 Die 4 - Alberta Ferretti - Antik Batik – Anonymous - Anya Hindmarch – Bajra - Betty Jackson – Blue Cult – Buba - Cacharel – Catherine Malandrino – Christian Louboutin – Citizens of Humanity - Clements Riberio – Coast Weber & Ahaus - Collette Dinnigan – Diane von Furstenberg – Earl Jean – Erickson Beamon – For All Mankind – Ghrani Strok – Giuseppe Zanotti – Grevi Mode - Holly – Jamin Puech – Johnny Loves Rosie - Juicy Couture – Kors by Michael Kors – Lola Rose – Luella – Marc by Marc Jacobs – Matilde – MAWI - Matthew Williamson – Melissa Odabash – Misa Harada - Missoni – Moncler – Moschino – Petalune – Rebecca Taylor - Roland Mouret – Sass & Bide – Sophie Williams – Streets Ahead - Sweet Pea - Temperley London – Trust Toilette – Vanessa Bruno – Velvet – Zahra

• Autumn-Winter 2004: Anonymous – Autumn Cashmere - Blue Cult – Cacharel – Catherine Malandrino – Charlotte - Christian Louboutin – Citizens of Humanity - Coast Weber & Ahaus - Collette Dinnigan – Daslu – Devil Kroell - Diane von Furstenberg – Dtales – Erickson Beamon – Fake London – Fiorina – Flavio Oliveria – For All Mankind – Frye –Ghrani Strok – Goat - Jamin Puech – Juicy Couture – Joie - Kale - Kors by Michael Kors – Lauren Moffat - Marc by Marc Jacobs – Matilde – MAWI - Matthew Williamson – Milla - Misa Harada - Missoni – Moncler – Moschino – Only Hearts – Patrizia Pepe – Rizal - Sass & Bide – Sophie Williams – Streets Ahead - Temperley London – Tylie Malibu - Vanessa Bruno – Velvet – Yulan

• Spring-Summer 2005: 120% Linien - Anonymous – Antik Batik - Autumn Cashmere – Bajra - Blue Cult – C&C California - Cacharel – Catherine Malandrino – Christian Louboutin – Coast Weber & Ahaus - Collette Dinnigan – Cool Change - Daslu – Development – Diane von Furstenberg – Flavio Olivera - For All Mankind - Ghrani Strok – Goat – Grevi Moda – Issa London – James Jeans – Johnny Loves Rosie – Juicy Couture – Juliet Dunn – Kors by Michael Kors – Lauren Moffat - Matthew Williamson – Milla – Miss Italy - Missoni – Moncler – Moschino – Patrizia Pepe – Pure Hearts – Rebecca Taylor – Rock & Republic - Sass & Bide – Sophie Williams – Streets Ahead - Temperley London – Vanessa Bruno – Velvet – Vivia

• Autumn-Winter 2005: 120% Linien - Anonymous – Antik Batik – Anya Hindmarch - Autumn Cashmere – C&C California - Catherine Malandrino – Christian Louboutin - Collette Dinnigan – Cool Change - Daslu – Development – Diane von Furstenberg – Emily Shoehorn - For All Mankind - Ghrani Strok – Goat – Grevi Moda – Issa London – James Jeans – Juicy Couture – Kors by Michael Kors - Little Joe – Luella - Miss Italy - Missoni – Michael Kors – Oliver Peoples - Patrizia Pepe – Rebecca Taylor – Rock & Republic – Roland Mouret - Sass & Bide – Streets Ahead - Temperley London – True Religion - Vanessa Bruno – Velvet

• Spring-Summer 2006: Anika Brazil – Antik Batik – Anya Hindmarch - Barbara Bui - Catherine Malandrino – Christian Louboutin – Collette Dinnigan – Daslu – Diane von Furstenberg –Ducie & Little Ducie – Frankie B - Ghrani Strok – Goat – Issa London – James Jeans – Juicy Couture – Kors by Michael Kors - Little Joe – Luella – Margo – Michael Kors - Milla – Missoni – Nanette Lepore - Rebecca Taylor – Rock & Republic – Roland Mouret - Sass & Bide – Sitting Pretty - Streets Ahead - Temperley London – True Religion – Tylie Malibu - Vanessa Bruno – Velvet - Wyeth

• Autumn-Winter 2006: 18th Amendment – 3.1 Phillip Lim – Anonymous by Ross & Bute – Anya Hindmarch – Autumn Cashmere - C&C California - Catherine Malandrino – Christian Louboutin – Citrine by the Stones - Collette Dinnigan – Cosabella - Daslu – Development – Diane von Furstenberg – Erickson Beamon - Frankie B - Ghrani Strok – Goat – Graham & Spencer - Issa London – James Jeans – Jamie Jewellery – Joe’s Jeans – Jovovich Hawk - Juicy Couture – Kors by Michael Kors – Laura Lee - Lyell^{[disambiguation needed ]} – Markus Lupfer - Matilde – Matthew Williamson – Mayle – Missoni – Misa Harada – Nanette Lepore – Oliver Peoples - Patrizia Pepe – Queene & Belle - Rebecca Taylor – Rock & Republic – Rodo – Stoned & Waisted – Streets Ahead – Sarvenaz Guivi – Sophie Kyron – Susan Suell - Temperley London – Tom Ford - True Religion – Vanessa Bruno – Velvet – Wyeth

• Spring Summer 2007: 120% Linien - 3.1 Phillip Lim – Allumer - Anya Hindmarch – Autumn Cashmere – Be&D – Barbara Bui - C&C California - Catherine Malandrino – Christian Louboutin – Citrine by the Stones - Collette Dinnigan – Cool Change – Cosabella - Daslu – Development – Diane von Furstenberg – Erickson Beamon - Frankie B - Ghrani Strok – Graham & Spencer - Issa London – Jack Rogers - James Jeans – Jamie Jewellery – Joe’s Jeans – Juicy Couture – Kors by Michael Kors – Laura Lee – Lauren Moffat – Mellisa Odabash - MiH Jeans – Miss Italy – Missoni - Nanette Lepore – Oliver Peoples - Patrizia Pepe – Pistol Panties - Queene & Belle - Rebecca Taylor – Rock & Republic – Rodo – Stoned & Waisted – Streets Ahead – Susan Suell - Temperley London – Tom Ford - True Religion – Vanessa Bruno – Velvet – Willow

• Autumn-Winter 2007: 3.1 Phillip Lim – Allumer - Amo & Bretti - Anya Hindmarch – Autumn Cashmere – Be&D – Barbara Bui - C&C California - Catherine Malandrino – Christian Louboutin – Citrine by the Stones - Collette Dinnigan – Cool Change – Daslu – Development – Diane von Furstenberg – Dwell – Elijah – Erica Davies – Erickson & Beamon - Foley & Corina – Goat - Graham & Spencer – Hanky Panky - Issa London – James Jeans – Jamie Jewellery – Joe’s Jeans – Juicy Couture – Kipepeo - Kors by Michael Kors – Laura Lee – Lauren Moffat – MiH Jeans – Madeline Press – Matthew Williamson – Milly – MiMi – Missoni – Moncler – Muhlbauer – Nanette Lepore – Nobody – Oliver Peoples - Patrizia Pepe - Queene & Belle - Rebecca Taylor – Rock & Republic – Rodo – Siwy - Streets Ahead – Susan Suell - Temperley London – Tibi - Tom Ford - True Religion – Vanessa Bruno – Velvet – Willow

• Spring-Summer 2008: 3.1 Phillip Lim – Allumer - Anya Hindmarch – Autumn Cashmere – Be&D – C&C California - Catherine Malandrino – Christian Louboutin – Citrine by the Stones - Collette Dinnigan – Cool Change – Daslu – Development – Diane von Furstenberg – Dwell – Ella Moss - Elijah – Elisa Atheniense - Erica Davies – Foley & Corina – Francesca Amfitheatrof– Genetic Denim - Goat - Graham & Spencer – Hanky Panky – Helen Zubildia - Issa London – James Jeans – Juicy Couture – Julie Sandlau - Kors by Michael Kors – Michael Kors - MiH Jeans – Matthew Williamson – Milly – Missoni – Moncler – Muhlbauer – Nanette Lepore – Nobody – Notte by Marchesa - Oliver Peoples - Patrizia Pepe - Queene & Belle - Rebecca Taylor – Rings Eclectic - Rock & Republic – Rodo – Siwy - Streets Ahead – Susan Suell - Temperley London – Tibi - Tom Ford - True Religion – Vanessa Bruno – Velvet

• Autumn-Winter 2008: 3.1 Phillip Lim – 8LA – Autumn Cashmere – Be&D – C&C California - Catherine Malandrino – Christian Louboutin – Citrine by the Stones - Collette Dinnigan – Daslu – Development – Diane von Furstenberg – DVB^{[disambiguation needed ]} - Ella Moss - Erica Davies – Genetic Denim - Goat - Graham & Spencer – Hanky Panky – Issa London – James Jeans – Juicy Couture – Kors by Michael Kors – Michael Kors - MiH Jeans – Matthew Williamson – Milly – Missoni – Moncler – Muhlbauer – Mulberry - Nanette Lepore – Nobody – Notte by Marchesa - Oliver Peoples - Patrizia Pepe - Queene & Belle - Rebecca Taylor – Rings Eclectic - Rock & Republic – Rodo – Sea - Siwy - Susan Suell - Temperley London – Tibi - Tom Ford - True Religion – Vanessa Bruno – Velvet - Vivia

• 2009: No records available

• Spring-Summer 2010: 39 Sixtyone – Allumer – Assya London – Autumn Cashmere – Casson – Citrine by the Stones - C.R.A.F.T- Ella Moss - Genetic Denim - Graham & Spencer – Gryphon New York – Hanky Panky – Issa London – Juicy Couture – Karma – Kova & T – LnA – Matthew Williamson – Maloles - MiH Jeans – Milly – Mimi Bijoux - Missoni – Moncler – Muhlabauer – Oliver Peoples - Patrizia Pepe – Queene & Belle – Rebecca Taylor – Rich & Skinny – Sea New York – Superfine – Siwy – Sweetees – Temperley London – Tibi - Tom Ford - Tucker – Velvet - Vince

• Autumn-Winter 2010: 360 Sweater - 8LA – Alice by Temperley - Allumer – Assya London – Autumn Cashmere – Casson – C.R.A.F.T – Crumpet England – Ebony & Ivory - Ella Moss - Genetic Denim - Graham & Spencer – Gryphon New York – Halston Heritage - Hanky Panky – House of Harlow 1960 – Issa London – John Galliano - Juicy Couture – Karma – Kova & T – LnA – Marte Frisnes – Mimi Bijoux - Matthew Williamson – MiH Jeans – Milly – Oliver Peoples - Patrizia Pepe – Queene & Belle – Rebecca Taylor - Slacks & Co. – See by Chloe – Siwy – Superfine - Temperley London – Tibi - Tom Ford - Tucker – Velvet - Vince

Customer Base

The majority of MiMi’s customer base are in the surrounding areas of it’s SW3 postcode. It has an excess of 2500 customers on it’s mailing list & a select of over 300 customers assigned to ‘Privilege’ accounts due to their loyalty to the shop. All MiMi customers are posted a brochure twice a year featuring samples of the stock that will be in-store for that season.

Previous MiMi lookbook covers.

Mimilondon.co.uk

The MiMi online store was launched on 23 August 2010.

References

1. ^ Elle UK edition magazine (Hachette Filipacchi UK Women Elle). January, 1998, p39. 
2. ^ http://www.vogue.co.uk/magazine/archive/issue/default.aspx/Month,June/Year,1999
3. ^ http://www.vogue.co.uk/magazine/archive/issue/default.aspx/Month,September/Year,2004

^{[1] [2]}

1. ^ Drapers Record (Emap Limited). 17, January, 1998 p42. 
2. ^ Marie Claire magazine (IPC Media). December, 1997. 

External links

• Mimi’s website
• [1]
• [2]
• [3]