Romanian brands hit New York's fashion district

Musette, Jolidon, ID Sarrieri are some of the brands developed and produced in Romania, but which decided to gain market share abroad, in places where women’s shopping budgets exceed a few hundred euros a month, a level at least comparable to the average salary in Romania, writes BUSINESS Magazin weekly. Cristina Bâtlan is taking Musette stores to New York. I first came across the news at the end of August in New York Magazine, in an article titled “Musette hits Soho in five-inch platforms,” in which the magazine explained that, despite the fact that Romanian brand Musette emerged in the early 1990s and owned 15 stores across Europe, the name was less than familiar in the USA. At least until that point. Only a few days later, on September 1st, The New York Times also announced the opening of the new Musette store, with several online publications and American blogs following suit.

This is relatively new for Romania, as well: the Musette store, a 100% Romanian brand, will open its first overseas store under franchise, in the heart of New York, on West Broadway, Manhattan’s Soho district, next to names such as D&G, Swatch, French Connection, and Fracciallini. Here is Musette’s US recipe: two Romanian sisters, 50 square metres; 250,000 euros, zero franchise fee, shoes, and handbags. The same recipe will be used for a second, “much bigger” store expected also in New York, in August-September 2011.