Rixo’s Launches Shop-in-Shop Concept at Selfridges
British womenswear brand Rixo, the label has unveiled its largest-ever shop-in-shop at none other than London’s iconic department store, Selfridges.
British womenswear brand Rixo, the label has unveiled its largest-ever shop-in-shop at none other than London's iconic department store, Selfridges. Opening for a limited time from April 1st to June 9th, 2024, this 960 sq ft pop-up occupies a prime spot on the third-floor atrium.
It showcases a curated selection of Rixo's spring/summer 2024 collection alongside exclusive pieces that can only be found at Selfridges. From vibrant apparel to chic accessories including jewellery, handbags, and footwear, the shop-in-shop offers a comprehensive glimpse into the world of Rixo.
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The design of the Rixo enclave at Selfridges is a narrative in itself. Crafted by interior design studio Cúpla, led by Gemma McCloskey (twin sister of Rixo co-founder Orlagh McCloskey), the space mirrors the aesthetic of Rixo's standalone stores. With fitting rooms adorned with striped curtains, colorful hand-crafted tiles, hand-painted murals, statement wallpaper, and palm trees, shoppers are transported into a whimsical world that reflects Rixo's ethos and style.
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For Henrietta Rix, co-founder of Rixo, this launch is deeply personal. Having worked on the shop floor in Selfridges as a student, opening Rixo's first official shop-in-shop in the department store is a full-circle moment.
"Selfridges is such an iconic global department store, and we hope this is the first of many similar shop-in-shops that we will open globally over the next few years," she shared. The launch is celebrated with a series of special activations, including exclusive styling sessions, inviting customers to immerse themselves in the Rixo experience.
Why Selfridges?
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Selfridges, named the Best Department Store in the World four times, is the perfect backdrop for Rixo's innovative venture. Offering over 300 brands, Selfridges stands as a beacon of luxury and premium shopping experiences. This shop-in-shop concept benefits both Rixo and Selfridges. For Rixo, it's an opportunity to reach new customers and showcase their collections in a prestigious setting. For Selfridges, hosting a dynamic and beloved brand like Rixo enhances its offering and attracts a diverse clientele eager for unique fashion finds.
