MIMCO
MIMCO is an Australian accessories brand founded in 1996. It designs handbags, jewellery and accessories such as scarves and hats.
| Founded | 1996 |
|---|---|
| Country | Australia |
| Managing director | Sarah Rovis (since 2016) |
| Signature product | Button Bag |
| Website | mimco.com.au |
What is MIMCO?
MIMCO is an Australian accessories brand whose stated purpose is to make accessories that help people express their own style. It sells handbags, jewellery and soft accessories through its own stores and online in Australia and New Zealand.
History
MIMCO was founded in 1996 and began with a range of six handbags. It has since grown into a broad accessories label. Sarah Rovis has been managing director since 2016. The brand marked its 25th anniversary with a 1990s inspired birthday collection, a reworked Icons collection of five well known handbags, a campaign featuring models Emma Balfour and Charlee Fraser, and a limited edition book edited by Kellie Hush, former editor-in-chief of Harper's BAZAAR Australia.
Products and positioning
- Handbags, including the signature Button Bag
- Jewellery using mixed metals, freshwater pearls and glass crystals
- Silk scarves, bucket hats and hair scarves
- Denim accessories such as caps and backpacks
Why it matters
MIMCO is one of the best known Australian accessories names, showing how a specialist brand built on a handful of handbag designs can develop a full accessories offer with recurring icons.
Frequently asked questions
Where is MIMCO from?
MIMCO is an Australian accessories brand founded in 1996.
What does MIMCO sell?
MIMCO sells handbags, jewellery, scarves, hats and other accessories.