Da Milano has unveiled a new brand – Joe & Mellon. Founded with the vision to serve the global citizen who has the flair for curated fashion, with an eye to detail for minimal leather accessories, Joe & Mellon caters to Millennials and Gen Z and is all set to make a statement that is classic and subtle.
Joe & Mellon is a premium brand catering to a target audience aged between 18 and 40. The target group has been so chosen since it is known to be aspirational, classy, trendy, and fashion-forward. The brand is well suited for the aspirational Indian audience, with a rising disposable income.
The brand, whose hero products are ladies’ handbags, claims its USP is minimal designs and a lifetime service warranty. The new brand offers 20 categories including premium ladies’ bags, sling bags, wallets, money clips, and key chains for men and women along with a host of elegant and sophisticated computer bags.
The collection is an eclectic mix of innovative, modern, and premium designs, available in both vibrant and neutral colours and in different silhouettes to cater to the varied preferences of its target audience. The prices vary and can go up to Rs 8000.
The brand has its finger firmly on the pulse of the customer, keeping an eye on the latest trends, and ensuring that its customers always have something fresh and exciting to choose from. Indeed, there is no other brand in the market that provides genuine, high-quality leather products – fit for both a casual evening out or for the boardroom – at this price point, and hence Joe & Mellon has managed to create a niche for itself in the leather products market and aims to capture the gap in this space.
“Joe & Mellon has been launched after a deep understanding of the demand for designer articles and overall aesthetics in the Indian market. Its offerings will differ in terms of the age group of the target audience as well as the prices at which these products are sold,” says Sahil Malik, Founder & MD Joe & Mellon and Da Milano.
Joe & Mellon is currently available in 25 stores pan India within the Rosso Brunello stores. Sahil Malik firmly believes in having the right real estate for all his stores saying that every store must be in a prime locality — be it in a market or mall.
“Every store of ours must reflect the values and ethos of a group as iconic as ours. By the end of 2024, we plan on opening 10 exclusive brand outlets for Joe & Mellon in India, along with cultivating a strong D2C presence to target the right audience,” Malik says.
The group aims at international expansion for Da Milano, Rosso Brunello, and Joe & Mellon with EBOs at top airports and high street locations worldwide.
