MS Mode and America Today grow despite store closures

The Dutch fashion group Cool Investments, owner of MS Mode and America Today, saw both chains grow in 2024, but with differing outcomes.

“Customer expects relevance”

MS Mode opened 13 new stores and closed some weaker ones, bringing the total to 199 stores. Online sales rose 14% to 23 million euros, accounting for an 18.4% share of total sales. Annual sales reached 124.7 million euros, with EBITDA of 5.1 million euros. CEO Dennis Mok emphasized, “With AI and local segmentation, we are bringing our promise of inclusive fashion closer to every customer. For us, growth goes hand in hand with loyalty.”