Feb 10, 2015
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Sweden's Lindex launches app to celebrate first London store, cancels menswear line

Feb 10, 2015

Swedish fast fashion chain Lindex is opening its inaugural London store on March 27 in the Westfield shopping centre. To celebrate the occasion, the company has created a new app that is positioned on a gaming screen on the store’s façade during its construction.

Photo: Lindex

If customers like the app, they can continue to play at home. Before the store launches, people who play the app game can also win prizes, including a new spring wardrobe and beauty packages.

"We want to arouse peoples’ curiosity in our brand, given that it is new to many Londoners. By taking advantage of the natural flow of visitors outside our store, we hope to capture their attention with this fun game," said Lena Provén Area Manager UK Lindex.

In other Lindex news, the company has announced that it is phasing out LXM, the Lindex Man brand. The retailer will focus on strengthening its customer offering within women’s wear, kids’ wear and lingerie instead.

"I want to focus even more on our customer promise –  to offer each customer an affordable fashion experience which is more feminine, inspiring and sustainable," says Ingvar Larsson, CEO of Lindex.

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