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The company, founded in 1985 by Armando Lasauca in Barcelona, specialized in the production of men’s clothing.
In 1991, the Inditex holding bought 65% of Massimo Dutti, and subsequently acquired the full package of shares. In 1995, the brand began producing women’s clothing. Since 2002, the range has been expanded to include a children’s collection, footwear, accessories, perfumes, and cosmetics.
The brand is aimed at an office audience, offering clothes in business and urban styles in the masstige segment. Characteristic design features are free flowing shapes, the absence of bright prints, the use of a restrained color palette (sand, terracotta, blue shades) and natural materials (silk, cotton, cashmere, wool).
Between 2012 and 2019, Massimo Dutti’s sales increased by 67.5%. However, during the COVID-19 pandemic, the brand was among the hardest hit by Inditex chains due to its more formal, office -oriented range. In 2021, the brand’s sales grew by 38.1%, but remained 13% below 2019 revenue .
At the beginning of the 2020s, Massimo Dutti was second to last in the Inditex group in terms of turnover, ahead of only Oysho: according to the results of 2022, the brand’s sales amounted to 1.653 billion euros, according to the results of 2023 – 1.8 billion euros.