NEW YORK — Since its acquisition by Gap Inc. in January, Intermix hasn’t wantonly expanded or transformed into a collection of lower-priced brands, as some retail experts predicted. In fact, the opposite has happened. Intermix is strengthening its designer and luxury assortments, expanding units and upgrading store design using high-end materials and furniture and the inclusion of original art. It’s also giving stores a more localized focus, working on a men’s collection and preparing for international expansion.
“Faster, big growth would dilute the brand,” said Khajak Keledjian, chief executive officer of Intermix. “We’re really refining the brand.”
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