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”
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
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
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.