Her Story

Young, fresh and dynamic are just three words that describe Australian designer Amanda Briskin and her company, Mimco.  Since its debut in the Australian market four years ago, Amanda has successfully marketed the brand both locally and internationally.  Turnover has doubled consistently each year, with the same results forecasted for the year 2000.

Amanda launched Mimco in 1996 at the tender age of 26.  Her strategy was to develop a strong brand that was conductive to a relaxed, yet contemporary lifestyle and combined fashion and fun with function and versatility.

From humble beginnings of half a dozen handbags, Mimco now comprises a full collection of accessories, including handbags, toiletry and cosmetic bags, wallets, hair jewellery and more recently, a tight range of ‘essential’ clothing that perfectly complements the Mimco motto of fashion, function, comfort, simplicity and relaxation.  In 1999, fashion merged with home wares to produce a complete Mimco lifestyle concept.

In response to local and international growth, Amanda’s husband David, a solicitor, has joined the business taking over corporate and financial management.  Today, the company has grown to a team of eleven.  These changes in structure are part of a strategy to develop the business on a creative, marketing and corporate level.  According to Amanda, “Towards the end of 1999, we made a strategic move to outsource our distribution, which freed us up to focus on what we are good at – design, sales and marketing, which is all done from our new headquarters in Melbourne.”

In 2000, what is planned to be a year of development, everyone will see the launch of a Mimco website and the establishment of a Hong Kong office.  Mimco has successfully launched in the United States and Japan and will continue its assault on the international arena.

In Australia, customers and loyalty is increasing, as is distribution and brand awareness.  An increase in sales of 300% for David Jones has lead to a mobile concept area.

Even though she has not yet reached 30 years of age, Amanda has a very clear vision for Mimco over the next five years.  On a creative level, she will continue to offer her astute, discerning customer base an even more comprehensive collection that keeps saying ‘fashion smart’ not ‘fashion victim’.

Strategies for Success

1. Support
2. Patience
3. Impatience
4. Perseverance
5. Balance
6. Risking Failure