Beeline Group sells SIX and I Am stores to Lovisa

I am store
beeline group

Beeline Group has reached an agreement with Australian jewellery specialist Lovisa on the sale of part of its European store network under the SIX and I AM brands.


74 European stores

The deal concerns a total of 74 stores, located in Germany, Austria, Switzerland, Belgium, the Netherlands and Luxembourg. The new owner, Lovisa, will continue to operate the former SIX and I AM stores under its own brand name. In addition, a press release announces that the staff of all the stores concerned will be involved in the move.

Beeline also has stores in France. And although these are not part of the current deal, the company will soon put the French branch up for sale as well. In the future, Beeline intends to concentrate on its core activities, in particular concessions, and e-commerce, and will therefore stop its own retail and franchise activities.

Lovisa is a listed Australian company founded in April 2010. It has rapidly grown into one of the leading global retailers of fast-fashion jewellery. They have more than 450 stores in the United States, France, the United Kingdom, Australia, New Zealand, South Africa, Singapore and Malaysia and franchise stores in the Middle East and Vietnam.