Retail Detail. Specialty Stores Expansion: Branding Intermix. Second City Style Fashion Blog

August 1, 2007 • Shopping


Specialty stores are not that special once they massivly expand. At some point they all feel the same especially since the brands they carry tend to overlap. Yet, the specialty store environment is growing fiercely competitive. On Tuesday one of our favorites, Intermix told WWD that Goode Partners LLC, a New York private equity firm, has
made a minority investment in the company.

"Aligning with Goode
Partners gives us unlimited access to their knowledge and experience in
the retail industry," said Khajak Keledjian, founder and chief
executive officer of 14-year-old Intermix. "Goode Partners shares our
global vision, understands our culture, and has a successful track
record of working with entrepreneurial companies like Intermix."


The specialty chain
and its competitors (Scoop and Calypso) are all concetrating on the same top
malls and upscale shopping avenues. While they concede the assortments of the specialty chains often overlap, they claim each store
is merchandised differently and has a distinct point of view.
Intermix’s take on fashion is feminine and luxurious, with designers
such as Stella McCartney, Matthew Williamson, Diane von Furstenberg and
. Intermix merchandises based on
look and lifestyle, rather than by brand or category.

We just pray nothing changes in the mix.

Read "Goode Partners Takes Stake in Intermix"

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