Rixo CEO on New Flagship: ‘The Product Needed a Store Like This’
Rixo has opened its first standalone store, a two-floor concept space in London’s Shoreditch. Founder Henrietta Rix explains how the new store brings the brand’s aesthetic to life and provides an inspiring environment for customers.
Reflecting the Brand’s Aesthetic
The new store reflects Rixo’s effortless and feminine style through details like floral wallpaper, pink fixtures, and greenery. “We wanted the store to feel like an extension of the brand and really bring the product to life in a beautiful space,” Rix explains. Everything from the mannequins to merchandise layout has been carefully curated to create a cohesive look and experience.
Inspiring Customers
Rixo aims to inspire customers through an immersive brand experience and exposure to new styles. The store provides opportunities for discovery across collections with a focus on mixing and matching. “We love seeing how customers interpret the styles and create their own looks,” says Rix. “That’s what the Rixo girl is all about – she wears what she loves.”
Providing a Stage for the Product
Rixo operates as a digitally-native brand, so the new store provides a physical space for the first time. Rix believes the product needed a store to be fully showcased. “Our customer really gets to experience the product in a visual, tactile way,” she explains. “You can see how pieces are layering and get styling inspiration.” The store also hosts events, pop-ups, and eventual wholesale selling to support the brand’s omnichannel strategy.
meeting Customer Expectation
Rixo’s standalone store meets customers’ demand for a dedicated space to discover and engage with the brand. After several years of rapid online growth, Rix felt the time was right to open a concept store. “We’ve had such a huge demand from customers wanting to try the clothes on and really experience the brand,” she says. “This store has been a long time coming!”
Future Expansion
While the new store represents an important milestone, Rix and her team remain focused on continual growth. They aim to further expand their retail footprint with more standalone stores in key cities as well as possible stores-within-stores. Rixo also sees opportunities to grow through new product categories, collaborations, and improving customer experience across all touchpoints.
Overall, Rixo’s first standalone store brings to life the effortless style and spirit of the brand. By providing a dedicated space for customers to discover and immerse themselves in the Rixo aesthetic, the new store meets demand and supports the brand’s continued success and expansion. The store demonstrates how Rixo is evolving to better meet customers’ needs and strengthen their experience at every opportunity. At its heart, the new Rixo store creates an inspiring environment where the Rixo girl feels at home.
