Tobacco giant MCS to venture alone, discontinuing collaboration with Marlboro Classics brand in 2013.

MCS Breaks Away from Marlboro Classics and Embarks on a New Era

After a 25-year association, the Italian fashion brand MCS will no longer be associated with Marlboro Classics. The licensing agreement between MCS and International Trademark (ITI) expires on January 31, 2013. Following the expiration, Marlboro Classics will be under the ownership of Valentino Fashion Group.

MCS, known for its presence in department stores worldwide with 430 corners, has a global network of 170 stores, 15 of which are directly managed. The company is also present in 2,000 multi-brand stores. With the expiration of the licensing agreement, MCS is taking steps to establish its own brand identity separate from Marlboro Classics.

Part of MCS's new strategy involves a focus on developing its own brand profile. The brand plans to renovate its points of sale and create complete collections for both men and women. MCS is also implementing its own licensing strategy as part of its expansion plans.

The closure of two MCS Marlboro Classics stores in Spain, located on Paseo de Gracia in Barcelona and Calle Claudio Coello in Madrid, marks the beginning of MCS's own expansion. The brand is expected to enter new markets beyond the 40 it currently operates in.

As part of its expansion and rebranding efforts, MCS is developing marketing plans to solidify its own brand profile. The company's new strategy may also involve a renewed focus on its existing retail locations.

In the fiscal year 2011, MCS is projected to close with a turnover of 128 million euros, with 45% of that revenue generated in Italy. Despite the change, MCS remains optimistic about its future, with plans to create unique collections for both men and women as part of its new strategy.

The exit from Marlboro Classics and the subsequent focus on its own brand identity marks a significant shift for MCS. The brand is poised to make a strong comeback, carving out its own niche in the fashion industry.

Tobacco giant MCS to venture alone, discontinuing collaboration with Marlboro Classics brand in 2013.