The Store X

What The Store X does

The Store X is a curated experiential retail platform that operates three physical showrooms inside partner venues: 180 Studios at 180 The Strand in London, Soho House in Berlin, and Soho Farmhouse in Oxfordshire. Each location presents a tailored selection of fashion, art, design, beauty, and lifestyle brands, with the full assortment spanning more than 70 labels that combine established luxury houses (Bottega Veneta, Burberry, The Row) with contemporary and emerging designers (Wales Bonner, Martine Rose, S S Daley, Nensi Dojaka, Panconesi) and lifestyle brands (Diptyque, Byredo, On Running, Birkenstock, Augustinus Bader, Dr Barbara Sturm, Phonica). Access at the venue locations is restricted, with London operating as members-only and the Soho House venues tied to their host community's membership base. The core technology underlying the platform is not publicly specified and there are no disclosed AI, API, or digital commerce integrations; the offering is fundamentally a physical, curation-led concept rather than a software platform.

The business generates revenue primarily through one-time retail sales of its curated brand mix, supplemented by a Personal Shopping Service that provides styling consultations, access to exclusive product launches, and tailored recommendations based on client preferences, sizing, and purchase history. Pricing is not publicly disclosed and the company does not operate its own e-commerce or mobile app, directing customers instead to in-venue visits. Marketing relies on newsletter signup ([email protected]) and an Instagram presence. The company is privately held, headquartered in Berlin with operating geographies in the United Kingdom and Germany, and reports a headcount of 1-10 employees, consistent with a boutique operating model. The Store X describes itself as a platform for ideas and culture, positioning the venues as experiential spaces that transcend traditional retail rather than as transactional stores, with partnerships with 180 Studios and Soho House serving as the foundational distribution layer.

Name

The Store X

Legal name

The Store X

Website

https://thestorex.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Store X is a curated experiential retail platform operating three physical showrooms inside 180 Studios London, Soho House Berlin, and Soho Farmhouse Oxfordshire, offering an edited mix of luxury, contemporary, and emerging fashion, beauty, and lifestyle brands to venue members and affluent culturally engaged consumers through in-store shopping and a personal styling service.

Ownership category

akta.pro rank

Product category

Curated Multi-Brand Luxury Retail

NAICS

Department Stores (45511), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Department Stores (4551)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Department Stores (5311)

akta.pro primary industry

Luxury Fashion & Designer Department Stores (CRAGADAC)

akta.pro secondary industries

Luxury Home & Lifestyle Department Stores (CRAGADAG), Luxury & Premium Catalog Department Store Retailers (CRAGAIAL)

Keywords

• Curated fashion retail
• Experiential retail concepts
• Luxury multi-brand stores
• Personal shopping services
• Contemporary designer boutiques

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail Sales: The Store X generates revenue through retail sales of fashion, art, and design products across its curated brand selection. The company carries an eclectic mix of luxury and contemporary brands including Bottega Veneta, Burberry, The Row, Wales Bonner, Vetements, and emerging designers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

The Store X operates a curated, multi-brand retail platform that sells fashion, art, design, beauty, and lifestyle products across three physical venues housed within exclusive members-only spaces (180 Studios London, Soho House Berlin, and Soho Farmhouse Oxfordshire). The company carries an eclectic mix of luxury and contemporary brands, complemented by a personal shopping service offering styling consultations and exclusive access to new product launches. Revenue is generated primarily through one-time retail sales of third-party brands within these experiential retail spaces.

Product overview

The Store X is a unified experiential retail platform combining physical retail spaces with personal shopping services. The core offering consists of three physical locations (180 Studios London, Soho House Berlin, and Soho Farmhouse Oxfordshire) that curate an eclectic selection of fashion, beauty, and lifestyle brands. The platform offers a personal shopping service with styling consultations and exclusive access to new product launches. Each location thoughtfully curates its brand selection to complement the local environment, with over 70 featured brands including luxury fashion houses (Bottega Veneta, Burberry, The Row), contemporary designers (Martine Rose, Nensi Dojaka, S S Daley), and lifestyle brands (Diptyque, On Running, Birkenstock).

Differentiator

Problem solved

Functional benefit

Products and services

• The Store X Curated Retail Platform A multi-brand experiential retail platform offering an eclectic and prestigious selection of fashion, art, design, beauty, fragrance, jewelry, and lifestyle products across three physical locations. Each store curates its brand mix to complement the local environment. The platform targets a global community of innovators and curious creatives.
• Personal Shopping Service A styling consultation service based on individual client needs and preferences, offering exclusive access to new product launches, promotions, and in-store activity. Clients join the mailing list to set up appointments and receive updates on launches, events, and store-related news.
• 180 Studios London Retail Location Flagship physical retail location at 180 The Strand, London WC2R 1EA, housed within the 180 Studios creative venue. Open Monday to Friday 10AM-6PM; closed Saturday and Sunday. Members-only access.
• Soho House Berlin Retail Location Physical retail and cafe location within Soho House Berlin at Torstrasse 1, 10119 Berlin, Germany. Retail and Cafe open Monday to Saturday 11AM-7PM, Kitchen 11AM-4PM, closed Sundays.
• Soho Farmhouse Oxfordshire Retail Location Physical retail location within Soho Farmhouse members club and hotel at Great Tew, Chipping Norton OX7 4NS, UK. Open Monday to Saturday 10AM-6PM and Sunday 12PM-6PM. Access restricted to members and hotel guests.
• Returns and Exchanges Service A 14-day exchange or return service offering credit notes for purchases. Items must be unused and in original packaging; sale items, undergarments, and earrings are non-returnable. Statutory rights are unaffected.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• 180 StudioscoreStrategic or Co-development PartnerThe Store X operates within the 180 Studios venue at 180 The Strand in London. This is a flagship location for the brand, housed within an established creative venue that attracts the target demographic of innovators and creatives.
• Soho HousecoreStrategic or Co-development PartnerThe Store X operates within Soho House Berlin and Soho Farmhouse in Oxfordshire. These are members-only venues that provide the physical spaces and access to a curated membership base aligned with The Store X's target audience of fashion-forward creatives.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Direct peers

• MatchesFashion: London-based luxury multi-brand retailer (acquired by Frasers Group) offering curated womenswear, menswear, and personal shopping with strong contemporary and emerging-designer focus directly mirroring The Store X's brand mix.
• Dover Street Market: Multi-brand luxury and avant-garde retail concept by Comme des Garçons operating experiential stores globally with curated brand mixes targeting fashion-forward creatives. Closest direct comparable to The Store X's model of curated luxury within destination creative venues.
• Browns (Browns Fashion): London heritage boutique and e-commerce luxury retailer known for discovering emerging designers (Wales Bonner, S S Daley, Richard Quinn) alongside established luxury houses. Comparable in editorial-led discovery and London creative community positioning.
• MR PORTER: Global luxury multi-brand men's retailer (part of Net-a-Porter Group) with editorial content, personal shopping, and curated brand mix overlapping significantly with The Store X's contemporary and luxury designer assortment.
• 10 Corso Como: Milan-originated concept store combining luxury fashion, art, design, and a café in immersive gallery-like spaces. Operates the same hybrid retail-culture experience model as The Store X with multi-brand luxury curation.
• SSENSE: Montreal-based luxury and streetwear multi-brand retailer carrying many of the same designers (Vetements, Off-White, Martine Rose, Wales Bonner) with editorial positioning aimed at culturally engaged consumers. Comparable brand mix though pure e-commerce.
• The Webster: Curated multi-brand luxury concept retailer operating experiential stores (flagship in a former mansion in SoHo) with personal shopping and a tightly edited luxury and contemporary designer assortment. Highly comparable boutique-scale curated luxury model.

Broad incumbents

• Farfetch: Global luxury marketplace platform connecting consumers with boutiques and brands worldwide. Comparable multi-brand luxury positioning and overlapping brand portfolio, but at vastly larger scale and as a marketplace rather than a destination retailer.
• Liberty London: Iconic London department store offering curated luxury fashion, beauty (Diptyque, Byredo, Augustinus Bader), and home with an experiential in-store environment. Comparable multi-category luxury curation in a destination venue format.

Emerging players

• Hypebeast / HBX: Culturally driven multi-brand retailer (HBX) and editorial platform selling streetwear, luxury, and emerging designer brands with a strong creative-community identity. Comparable cultural-platform positioning targeting similar demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/thestoresx?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==
• LinkedInlinkedin.com/company/the-store-x

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Store X