Mipel and Mirta Renew the Phygital Partnership for Mipel 122

Mirta, the digital showroom that connects contemporary local brands with international curators and MIPEL,
the international exhibition dedicated to leather goods and fashion accessories,
renew the phygital partnership for the Mipel122 edition to be held from 18 to 20 September in the pavilions
1 and 3 of the Fiera Milano-Rho exhibition center.

The omnichannel collaboration launched at MIPEL121 attracted over 5,000 buyers to the Mirta |
MIPEL has registered more than 1,000 orders through the platform. 70% of the exhibitors present on Mirta, in fact,
received orders from America (40%), Europe (41%) and Asia (19%).

The phygital partnership turned out to be the winning solution that allowed us to put in direct contact
independent brands with buyers and boutiques located all over the world and which, due to force majeure,
they could not be physically present at the fair.

As already happened, also for the 122nd edition MIPEL will have a strong online presence through Mirta,
which will again be the digital partner of reference of the event: thanks to a dedicated section on the platform,
the Mirta project | MIPEL will anticipate the start of the fair and will be on air for the entire month of September.
The initiative will also represent a real virtual showcase with pages dedicated to each exhibitor,
to give each of them greater visibility towards the market and international buyers who will be able to place orders
online and make contact even from a distance, thus breaking down any space-time barrier.

Mirta will also be physically present at the event with a physical space of 300 square meters to present to visitors
a selection of brands on the portal and create a 360 ° experience capable of combining the physical with the digital.

The General Manager of Assopellettieri and Mipel, Danny D’Alessandro, expressed himself on the agreement:
“Mirta’s far-sighted approach in knowing how to successfully combine tradition, savoir-faire and digitization has led
certainly new and interesting development opportunities for all members.
Given the excellent results achieved together, we are very happy to renew our collaboration with Mirta
also for the next edition of Mipel in order to continue promoting change and digitization through
new tools, projects and alliances that can broaden the future horizons of companies. ”

Ciro Di Lanno, co-founder of Mirta, commented: “We are very happy to renew the collaboration with MIPEL
as the official digital partner of this important trade fair event dedicated to the excellence of the world of
leather goods.
The partnership with MIPEL was and still is the perfect opportunity to create a direct link between independent brands,
curators and international boutiques and foster innovation and digitization of a constantly growing sector
like that of wholesale. “

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