LONDON — After a bumpy year, Voyage is back in the retail game.

The company known for its eccentric owners, draconian door policy and fans including Madonna, Nicole Kidman and Julia Roberts, plans to open a 3,000- square-foot flagship in Mayfair in March.

The store, to be called Voyage Directed by Rocky and Tatum, will stock Voyage Couture for men and women. It will be located at 50-51 Conduit Street, the space of the former Austravel travel agency, and near Mandarina Duck, Issey Miyake and Yohji Yamamoto.

In October, Voyage opened a 1,500- square-foot store, known as I Love Voyage, at 33 Monmouth Street in Covent Garden. That store carries the Voyage Couture collection as well as the diffusion lines Passion and Amour, denim-based lines produced under license by Italy’s Sportswear International.

The interior of I Love Voyage has an edgy, urban feel, with concrete floors, plastic fittings and light boxes. Tatum and Rocky Mazzilli, siblings whose family founded Voyage, have added items like My Philosophy rubber and gold name bracelets, statuettes of heavy-metal band KISS and chocolates. Lionel Ritchie and Geri Halliwell have already been in to shop, a spokeswoman for the company said.

Voyage Couture is produced by Falber, another Italian manufacturer. Its newest store is designed by Blacksheep Creatives and will have a movie set and cinema theater decor, where the customer will be the "star" of the show, the spokeswoman said. Prices for the Couture line start at about $1,600, while those of the diffusion line start at $160.

"This feels so good after all we’ve been through," said Tatum Mazzilli. "We now have an improved company structure, and we’re ready to make a fresh start in London." The company’s global volume is estimated to be between $30 million and $40 million.

As reported, Voyage’s corporate entity, Organic Clothing, went into liquidation in February after racking up debts of approximately $4.5 million. As a result, the company was forced to close its Fulham Road store.

A week after going into liquidation, the Mazzilli family found three Italian backers. They are SINV Holding, parent of Sportswear International; Falber, and Saverio Moschillo, who sells the Voyage collections through his showrooms in Europe and the U.S. The company declined to give a forecast for the new store’s first-year sales.Tatum Mazzilli added that neither store would have a membership policy — like the company’s former store on London’s Fulham Road.

"There’s a time and a place for everything and the membership policy worked for us in the past. Today, we just want our customers to focus on us and on the beautiful collection," she said.

Tatum and her brother Rocky will operate the two stores while their parents, Louise Michielsens and Tiziano Mazzilli, will continue to design the collections.

The plan is to open similar stores in Europe, New York and Miami, although no dates have been fixed. A spokeswoman added that Voyage would launch a makeup range — along the lines of Pupa — at the end of 2003, and sunglasses in 2004.

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