Brand Launches Second Standalone European Outlet
Young lifestyle brand Nixon has this week opened its second UK standalone store as bosses look to trial a number of retail concepts and expand its product offering.
The new outlet, in the Carnaby area of London, stocks the brand’s full range of watches, clothing, accessories and speakers.
The interior references outdoor sports including surfing, snowboarding and skateboarding, and features an open watch table and wall format to allow shoppers to get hands on with each product.
Nixon CEO Nick Stowe spoke of the support from consumers and retailers in the “super important” European market.
“This new location will help us ground and amplify the brand as we look to grow the business. These flagships provide a shortcut to the future of Nixon at retail and let us try some new things,” he said.
Co-founder, Chad DiNenna, echoed the importance of the capital as a key market for the brand: “The opportunity in opening the Carnaby space allows Nixon to be an active participant in contributing to the field of world-class design through our perspective, our brand and products.”
Stowe went on to confirm investment will result in an expanded line of products but did not specify which exact ranges will grow or provide a time frame.
The brand joins a host of menswear independents, fashion houses and flagship stores in the West End area, including Gant, Paul Smith, The Kooples and Barbour.
In November Nixon plans to launch an in store customisation bar, which will give shoppers the chance to create their own one of a kind timepiece, complete with engraving.
Nixon’s new London store is open now and products continue to be available online, where prices for watches start from £49.
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