Established in Florence at the end of the 80’s by Massimo Frosini, current CEO, and Giovanni Guastella, partner and art director, Dixie entered the market with a rapid and innovative business approach, a so-called fast fashion, which offers total look solutions to real, fashionable women aged 25- 45 who are eager to find their own personal style. Dixie makes an exclusively “Made in Italy” on- site production, resulting into highly customized products, in line with the market requests and the promptness which is essential in the “ready to wear” sector.
Quality, price and speed are the brand’s strengths. In the 1990’s the company grew as a result of new factory stores opened in Tuscany and the subsequent acquisition by the IMPERIAL group, which introduced DIXIE to the world market as a wholesaler.
Dixie has a ten years’ experience in the “ready to wear” sector, with a yearly production of 1.200.000 garments, 40% of which are sold in national market’s factory, franchising and multi-brand stores and 60% worldwide, with distributors in Spain, Portugal, Germany, Holland, the Balkans and China.
Its presence in the world market brought the company to a stunning boost, with a turnover increase by 50%.
Future development strategies of the brand will also involve the France, U.S.A., Russia and Japan along with actions to reinforce the existing markets.