Intermix “on its way”Digital Manager
My first experience was in June 2011 when I was in New York directing a photo shoot for Innesco. I’d been on the case since reading a CBRE Cities guide of the SoHo neighbourhood on Prince Street – one of the hippest parts of Manhattan, especially after I’d been given my orders to bring some presents home! Intermix is the fresh, house of brands concept stocking premium brands such as Rag & Bone, Herve Leger, J-Brand and Yves Saint Laurent. Intermix doesn’t sell its own clothes and, has around 30 stores in the U.S. and Canada.
But wait, they’ve had two bumper pieces of new this month – first is that it is celebrating its 20th Anniversary (congratulations!), having come a long way since its humble beginnings in 1993, and they’ve celebrated by launching a new capsule collection. But the big news for us on this side of the pond is that InterMix is rumoured to be on its way over here. Using the extensive network from its new parent company Gap – who bought the women’s fashion boutique for $130 million in January this year – will help to make this one of the most important arrivals to the UK since its larger fast fashion giant Forever21 in 2011. The deal with GAP will give the mostly casual-clothes retailer an opening to the all–important best of high street luxury market.
Intermix could also expand more quickly with the help of Gap’s bigger balance sheet, and is certainly hoping so with this news for the UK – first broken by the Independent. At Innesco we’re now inquisitive to know if GAP will also use the move to introduce us to their athletics brand Athleta. But for now, watch out for InterMix – this North American brand is going to make ladies very very happy!
Dan Innes, Managing Director.