Economic Insights

Trucco celebrates its 30th anniversary

A deal with Parkson department store will open up to 19 shop-in-shops by 2017.

The Luxonomist. 06/04/2015
Trucco 1
Trucco has signed top model Ariadne Artiles as the face of a special capsule collection. Click to buy

Trucco is celebrating a special birthday. The Spanish womenswear brand owned by In Situ group opened its first shop on Calle Claudio Coello, on Madrid’s ‘Golden Mile’, back in 1985. In the 90s, it made its global debut in the United Arab Emirates. Today it distributes two collections each year, made up of up to 500 garments per season, from more than 240 PoS in 23 countries. It also has an e-commerce platform, which has been operating Europe-wide since 2012.

To celebrate its 30th anniversary, Trucco has signed top model Ariadne Artiles as the face of a special capsule collection. The perfect reflection of its simple but up-to-date approach to fashion, these quality 24/7 designs offer a personal style and a touch of femininity and romanticism for a feisty city woman. They’ll be hitting the shops in April.

Trucco 2
Trucco has signed top model Ariadne Artiles as the face of a special capsule collection. Click to buy

Looking to the future, Trucco is turning to a multi-channel strategy to boost its global position, moving in with its own and franchised boutiques, as well as multi-brand retailers and shop-in-shops in department stores. South-east Asia is its current growth focus, where it has teamed up with Parkson department store to open 19 shop-in-shops by June 2017 in Malaysia, Indonesia and Vietnam. With this same commercial format, Trucco is also growing in Santiago de Chile, where it will open its third space this year in May.

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