Fashion brand MEXX is back: First store opens in Netherlands

MEXX will open a new store in Nieuwegein, the Netherlands on Wednesday.

The new space, the first store to be opened by MEXX following the acquisition by RNF Group last autumn, is set to be an innovative, minimalistic and contemporary lifestyle design that matches the brand’s DNA.

The franchise store is located at Binnenstede 11 in the Cityplaza shopping centre in Nieuwegein. With 300 m² of floor surface and a 14-metre store window, is the ideal location for showcasing the new contemporary collection for women, men and children,and an extensive collection of shoes.

The store design was realised by architectural firm Boffi Design. It has designed a minimalist, sleek concept featuring a simple and elegant look and feel. Lighting specialist Guzzini Design was engaged to develop optimum lighting for the store.

International expansion in Spring 2019

The worldwide launch is scheduled to take place in the spring of 2019. MEXX will at that time open more stores and expand the distribution further into the European key markets in the Benelux, France, Greece and Germany. These are markets in which MEXX has a high level of name awareness and has had a presence for more than 25 years. Stores will be opened in Canada, the Middle East, Saudi Arabia, the GOS countries and Russia in order to support the various brand market entries. Potential market introductions in Egypt and China are also being considered. The company expects a high level of growth in the so-called emerging markets.

The company has worked diligently on the relaunch over the past year. MEXX presented a spring/summer collection that was available online on last spring. The focus is furthermore on strengthening the organisation, entering into partnerships for a decentralised market approach and optimising the e-commerce strategy and communications via social media.

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