In an attempt to attract more consumers, the British clothing company Rixo has launched its biggest shop-in-shop at Selfridges in London.
Situated on the third floor atrium of Selfridges London, the shop-in-shop is the largest Rixo area outside of its own permanent locations. It will be open for ten weeks until June 9.
In addition to unique items that are exclusively sold at Selfridges, it features a carefully chosen assortment of the brand’s most recent spring/summer 2024 clothing collections. There is also a special area reserved for accessories, such as jewellery, purses, and shoes.
Designed to complement its independent stores, the Rixo enclave features fitting rooms with stripped curtains, vibrant hand-crafted tiles, hand-painted murals, bold wallpaper, and palm trees in an effort to provide an immersive shopping experience.
The interior design studio Cúpla, created by Gemma McCloskey, the twin sister of Orlagh McCloskey, the co-founder of Rixo, led the design.
Henrietta Rix, co-founder of Rixo, said in a statement, “As a student I worked on the shop floor in Selfridges so to open our first official Rixo shop-in-shop here feels extremely personal.”
