Rixo to sell as full-price only from February, opens on King's Road in April
Rixo has big plans for the new year on two fronts. The fashion retailer’s online store is to make big discounts on older stock a thing of the past from next month. Meanwhile, spring will see the opening of the brand’s third London store.
From 1 February, the retailer will remove the ‘archive’ button from its website, meaning shoppers will no longer be able to search for discounted stock.
The reason? Rixo’s founders, Henrietta Rix and Orlagh McCloskey, told The Times they’re killing the discounts to move to a more sustainable platform for clothes shopping.
“We don’t want to encourage people to buy for the sake of buying,” said Rix. “If you’re driven by the fact it’s 50% off… it may not be right for you.”
The decision to sell only at full price may also boost Rixo’s profits which, in the 12 months to June 2021, came in at £3.5 million on sales of £10.3 million. The next set of accounts is due to be filed by late March.
Meanwhile, in April, Rixo is set to open a 5,000 sq ft flagship store on Chelsea’s King’s Road, adding to the stores in high-profile Carnaby Steeet and Marylebone.
“It’s a big investment for us and we’re really excited for it to launch,” said McCloskey. The store will feature a wide range of Rixo designs, including its bridal range and accessories, as well as a coffee shop. “We want people to… immerse themselves in the brand,” added Rix.
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