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Nixon Adding Two Stores in Europe

The accessories company is opening its next store in Paris and then in London in October as part of a global expansion.

WWD 2014 rendering store concept Nixon Paris London

NIXON HANGS TEN IN EUROPE: Nixon, the accessories company that got its start three blocks from the beach in Encinitas 16 years ago, is prepping to open its next store in Paris in September and then in London the following month as part of a global expansion. Having just secured a location in Hong Kong, it’s aiming to unveil more shops in the U.S. next spring to highlight its watches, which retail from $100 to $2,500, as well as bags, clothing and audio products. “It’s an opportunity for us to dispel the old myth of the Swiss watchmakers,” said Chad DiNenna, co-founder and executive vice president of marketing. “The watches [in the new stores] will be floating off a display space where you can touch, take it off and put it on.”

Once sold to Billabong by DiNenna and co-founder Andy Laats and now owned by them and New York-based private equity firm Trilantic Capital Partners, Nixon plans to launch a new holiday ad campaign created by TBWA Chiat Day to further grow its $100 million-plus sales. Featuring photographs of the California landscape, the ads are slated to run in November in GQ, Vogue, Elle, Interview, Hypebeast.com and Refinery29.com.