Physical retail, without the lease

The multibrand ecosystem that used to introduce brands to consumers is disappearing, while physical retail matters more than ever for discovery, community and conversion. Depart.A.Mental is the answer: independent brands each run their own space inside a shared, staffed and curated department store, with one checkout for the customer.

Depart.A.Mental is a curated co-retail department store concept from Co-X. Independent premium lifestyle brands each run their own space inside a shared, staffed, curated store, with one checkout for the customer. Brands keep control of assortment, pricing and presentation, own their inventory to the point of sale and receive their sales in real time, while Co-X runs the retail operation. Four locations are open: Stockholm Arlanda Terminal 5, Westfield Mall of Scandinavia in Solna, Asecs in Jönköping and Krämaren in Örebro. The network spans airport travel retail, super-regional shopping centres and city-centre locations, and is expanding across the Nordics through partnerships with institutional property owners.