n the footsteps of its sister brand within the Country Road Group, Country Road, which has started selling on the site. “That would be our first obvious step while we test how to operate on a marketplace,” Rovis said.  The move could introduce Mimco to a younger demographic of online shoppers. The brand’s core customer is currently 24-40 years old. As an accessories brand, its products can be worn more easily across ages than apparel.  Rovis considers marketplaces to be Mimco’s biggest opportunity at the moment and said the move has been on her agenda for some time. It comes as Mimco marks 25 years in business.  Quality, creativity and innovation Founded by Amanda Briskin-Rettig in Melbourne in 1996, Mimco has become one of Australia’s best-known accessories brands. It was acquired by Gresham Private Equity in 2007 for a reported $45 million and then by Country Road in 2012.  Mimco’s product range has expanded significantly over the years. Initially offering just six styles, today it sells many different types of bags, pouches and wallets, as well as shoes, jewellery, watches, phone and hair accessories and even homewares at certain times of year.  It also has a large network of more than 100 bricks-and-mortar stores and David Jones concessions across Australia and New Zealand and a robust e-commerce offer.  One thing that hasn’t changed, according to Rovis, who has been managing director since 2016, is the brand’s focus on product quality and design.  “We’ve always been a design-led business,” she said. “Quality and creativity and innovation are at the heart of everything we do, and I think that’s still true today.” Unlike some brands, Mimco has a team of in-house designers who come up with its product designs from scratch. And it often collaborates with artists and artisans in other countries on special collections, such as its work with the National Gallery of Victoria.  “We do a whole heap of creative collaborations and we talk to our suppliers about craftsmanship techniques. Our heritage comes from that and we’ve continued to hold on to that,” Rovis said.   Iconic designs make a comeback As with many heritage brands, Mimco’s most iconic pieces are often passed down between generations.  “There are even Facebook groups that are so passionate about our brand and talk about the iconic pieces we’ve done over the years and brag about the fact that they’ve got one,” Rovis said. To mark its 25th year in business, Mimco is re-issuing some of its most iconic designs, such as the Button Bag and Cocoon Bag, with a modern twist. It is also launching a new collection of high-top sneakers and denim bags called ‘est. 1996’ (an ode to the ‘90s and a more casual way of dressing post-Covid), as well as a collection of statement jewellery. One of the brand’s first models, Emma Balfour, will feature in the campaign for the anniversary collections.  In addition to the collections, Mimco is also launching a coffee table book. Curated by Kellie Hush, the former editor-in-chief of Harper’s Bazaar, the book pays homage to the brand’s past, present and future through interviews with Briskin-Rettig and other people involved in the early days of the business, design sketches and images from past campaigns and runways. “The book really shows our journey,” Rovis said. Mimco’s anniversary collections and coffee table book will be available in stores and online later this month.