Maggie, the Italian jeans brand, is back on the market. After some difficulties, the Italian women's jeans brand founded in the mid-1990s in Urbania, an area in Central Italy also known as the “Denim Valley", has a new owner. Renamed as Vanila Fashion, the new company and the Maggie Jeans brand were bought in 2009 by Siddartha Sinha, an Indian entrepreneur and owner of the holding company Velocity Apparelz Co. ESC from Ismailia, Egypt.

“After some market research, I discovered that there was a gap in the women's premium jeanswear market. That niche missed a high-quality jeans brand offered at more interesting price points," commented Sinha whose holding produces jeanswear garments for brands such as Gap and Levi's and has a daily productive capacity of about 20,000 items. “For this, I started creating a total look jeanswear high-quality collection of about 100 pieces to be sold at €100-€200 at retail and aimed at 25-year-old women."

The brand will initially be sold in Italy, France and Spain for s/s 2012. In a second phase, it will be sold all over Europe, in Japan and the US. Involved in the new initiative is also Paolo Dari, Sales Director, who has already worked for brands such as Levi's, Freesoul and Gas.

The brand will also be revamped through its own website, social networks and multimedia initiatives. Following an online contest, the brand will select a blogger that for one year will be looking for and reporting on worldwide stories focused on the theme of the brand's own claim “Women will save the world".

Part of the company's communication strategy is the idea to approach its consumers through emotions, delicacy, inner beauty and personality rather than over sexyness or vulgarity.