Online and offline boutique selling affordable luxury products targeting sophisticated middle-class women in China, as well as a trusted source of up-to-date international fashion. MIXR benefited from exclusive access to many never-before-seen-in-China luxury brands, mainly from Italy. Aware of the shortfalls of pure e-tailing and retailing, especially when introducing new brands to a notoriously status-driven consumer market like China, we supported our growth with an intelligent use of social media, WOM strategies, private showings, VIP parties, and temporary pop-up stores.