Nixon Carnaby London
Location: 6 Newburgh St, Carnaby, London W1F 7RQ
Days and Hours :Monday – Saturday: 11 am to 7 pm; Sunday: 12 pm to 5 pm
Number of Storefronts: 2 (London & Paris)
Nixon has officially opened the doors today to its second European company-owned retail location with the addition of a new storefront in Newburgh Street, Carnaby, London. The new retail location follows in the footsteps of a Paris location, which was opened in September. Nixon has recently made an aggressive push to grow its brand presence in the European market, which has included the addition of Philippe Gouzes as its new VP of Sales & GM EMEA.
“We've been focused on several key European cities as opportunities for us to grow the business and reach a broader audience,” says Nixon CEO Nick Stowe. “The locations we've chosen, Carnaby in London and Le Marais in Paris, are just great retail areas that fit the brand. We looked hard at our wholesale and our e-commerce businesses to understand where we have really strong support, but where we still have room to go deeper with our own retail. It's about presenting a more complete experience, our way. We're confident the stores will elevate the brand with consumers and show our retailers what we can do.”
The culturally inspired area of Carnaby– best known for its independent fashion houses, and flagship stores, pedestrian friendly walkways and creative, youthful energy– matched harmoniously with Nixon's brand ethos and made sense as our newest retail location.
"Europe is a super important market for us and we've got great support there amongst consumers and retailers," stated Nick Stowe, Nixon CEO. "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: open merchandising that takes our watches out from under glass; our sneaker-inspired watch wall; and a custom bar to create one-of-a-kind product. We're building out our product range and investing more in the brand, so it's natural for us to look for destinations where you can experience more of what we're doing."
Echoing similar enthusiasm for the new retail location and the importance of London as a key market for the brand, Nixon co-founder, Chad DiNenna, had this to say: "London is amazing. It has always held an influential position in shaping a point of view when it comes to fashion, music, culture, design and style. 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."
Like the Nixon Paris store location, the Carnaby retail space will showcase the recently introduced Horizon marketing concept. The horizon line is a subtle nod to the diverse environments of surfing, snowboarding and skateboarding found within the Nixon landscape. It is an ownable design point of view more so than a literal interpretation of a horizon line. It becomes the canvas for the Nixon story, allowing us to showcase our perspective and products in a bold, distinct way.
In addition to the Horizon campaign, the Carnaby location will also feature a workshop-inspired customization bar where Nixon fans can create their own one-of-a-kind timepiece. This unique experience allows the end consumer to choose from a palette of component parts and engraved detailing options for a watch that's custom designed with them, for them. While the open watch table and wall format provides customers with immersive, accessible participation and allows for them to touch and feel the 'new' from Nixon.
Founded in 1998 in Encinitas, CA, Nixon is the premium watch and accessories brand for the youth lifestyle market. Focused on making the little stuff better, Nixon began with a small line of team-designed, custom-built watches sold exclusively in specialty boardsport and fashion retailers. Currently distributed in over 90 countries, Nixon's product range has grown to include select softgoods, leather goods, custom audio products and more. For more information, please visit: Nixon.com.
Carnaby is in the heart of London's West End, two minutes away from Oxford Circus and Piccadilly Circus, where more than 50well-known brands of quality and independent restaurants and bars are located across 13 streets, including the world famous Carnaby Street. Carnaby is a unique and iconic experiential shopping and dining destination, not to be found anywhere else in the world. For more information please visit Carnaby.co.uk
#carnaby / @carnabyLondon.
About Newburgh Quarter
The Newburgh Quarter is central London’s most exciting collection of independent boutiques, world firsts and standalone concept stores offering distinctive fashion, design and creativity. Located in the east quarter of the Carnaby area, and surrounded by Foubert's Place, Marshall Street and Ganton Street, the Newburgh Quarter offers specialist stores alongside quintessentially English pubs, cafés and restaurants, each with their own individual character and stories.