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Intermix targets European market with etail launch

New York-based branded fashion boutique Intermix has entered the UK market with the international launch of its website, www.intermix
online.com.

The retailer, which was founded 13 years ago and has 25 stores across the US, sells about 250 premium brands including Balmain, Theory and Chloé. It also stocks exclusive designer collaborations.

Founder Khajak Keledjian said between 30% to 50% of the product would be exclusive to the UK and that Intermix’s offer would particularly appeal to the European market, since the retailer already attracted European clients to its US stores.

“We look at ourselves as having a European mentality. We would love to be in the major cities worldwide, and through technology we can give everyone that access,” he said.

Currently, order fulfilment is from the US with prices on the site converted from US dollars to sterling in real time. Duty and delivery charges are added at the checkout. Keledjian said that “eventually” a distribution centre would open in the UK to fulfil European orders, and that Intermix may also open a bricks-and-mortar store in the UK.

“We view this as our entry into the market,” said Sari Sloane, vice president of fashion merchandising. She added that Intermix was inspired by the UK media, which chimed with its mentality of putting fashionable looks together on a budget.

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