If you shopped at Intermix in the last few years, it’s pretty obvious things aren’t what they used to be. Once known for its sleek boutiques filled with designer brands, the name Intermix has shrunk from mall directories and main streets to become almost entirely an online label. The story of how it got there is something we rarely see laid out in plain language, so let’s walk through what went down and where things stand now.
How Intermix Grew Into a Big Name
Intermix didn’t start as some faceless internet company. Back in the 1990s and early 2000s, it built a real name for itself. The draw was a tightly edited mix of upscale labels (think: Isabel Marant, Veronica Beard, A.L.C.) usually found in bigger department stores. Unlike chain operations, Intermix focused on curation, making its stores look carefully put together, almost like a stylish friend’s closet you wanted to raid.
At one point, you could find Intermix shops across major U.S. cities—New York, LA, Miami, Chicago. If you wanted a cool but not-before-everyone-else look, it was one of your best bets. They understood trends before most other retailers did.
Then the company changed hands. In 2012, Gap Inc. bought Intermix, hoping it would add some high-fashion flair to their lineup. But trying to squeeze the “boutique” vibe into a massive corporate mold isn’t simple. That created friction, and you could sense it if you visited the stores after—there was less personality, more sameness, less edge.
Ownership Swaps and Shifting Strategies
By 2021, Intermix was something Gap wanted off its plate. So they sold it to Altamont Capital Partners, a private equity group known for turning around brands in trouble. Altamont held onto Intermix for just about a year.
In 2022, Regent LP—another firm with a habit of scooping up troubled retailers and brands—took over. These kinds of transitions don’t bring instant solutions. In fact, sometimes they make daily operations more confusing, with new strategies being rolled out before the last ones have even proven themselves.
At this point, Intermix was still operating multiple locations, but it was clear change was coming. Online shopping had gone from optional to mandatory for any brand that wanted to hang on, especially in luxury fashion.
The Big Store Closures: 2023 and What Followed
Then things really sped up. In early 2023, Intermix’s new owners, Regent LP, decided to close the majority of the chain’s remaining stores. Seventeen brick-and-mortar locations shut down almost at once, dropping Intermix’s physical footprint to just five stores, and even those felt more like placeholders.
A lot of customers were caught off guard by the speed of the closures. Some regular shoppers arrived at their favorite store only to find it shuttered. Others read about closures in emails or on social media and realized those local Intermix clerks they liked so much weren’t coming back.
Store closures are usually followed by warehouse sales, markdown racks, and lots of speculation. Would the company keep any actual storefronts open, or was it just a matter of time? In Intermix’s case, they didn’t offer clear answers at first.
Bankruptcy Rumors and Survival Plans
Whenever you see abrupt mass closures, there’s usually something bigger going on behind the scenes. In Intermix’s case, reports started swirling about bankruptcy filings. At the time, sources close to Regent LP were talking about pursuing Chapter 11 bankruptcy, a way for companies to reorganize and work out deals with landlords and creditors instead of shutting down outright.
The idea was to renegotiate the store leases, possibly shrink to an even smaller physical presence, and maybe even relaunch with a tighter, smarter model if things improved. Bankruptcy isn’t a death sentence for a business—it can be used as an attempt to get a second chance. For Intermix, though, the brand’s problems weren’t just about high rents. They also had to do with changing shopping habits, fading brand loyalty, and a crowded market for designer fashion—especially online.
Going Online-Only: Intermix’s New Reboot
So what did Intermix do next? They leaned in hard on e-commerce. That doesn’t make them unique—dozens of other mall brands and specialty chains have done the same as in-person shopping lost ground. But Intermix already had a functioning e-commerce site, so the transition didn’t mean starting from scratch.
If you check out their website today, you’ll still find those designer-label edits—carefully selected dresses, statement shoes, cool accessories—just like the old stores used to carry. But now, it’s one online channel instead of a network of physical boutiques. One simple shopping cart replaces dozens of real-life storefronts.
The company keeps talking up “curated fashion” and “expert edits,” but the overall vibe is more streamlined. The social element of visiting a boutique, talking with stylists, and seeing fabrics in person is gone. Still, for plenty of people who already shop for fashion online, that change isn’t a big deal.
How Much of Intermix Still Exists in 2024?
So, is Intermix totally out of business? Not quite—but it’s also not the full-fledged brand you might remember. By late 2024, Intermix’s retail stores are basically a thing of the past. Most commentary now refers to the company as “little more than a website,” which isn’t far off.
The difference between an online store and a legacy retailer is real. With stores gone, Intermix has to fight for attention against a wave of digital-only players like Revolve, Moda Operandi, and countless others. Plus, there’s the challenge of holding on to loyal customers who may associate the brand with the in-person shopping experience that is now gone.
Still, Intermix keeps its digital doors open. They continue to drop new fashion arrivals, advertise seasonal promotions, and keep up their Instagram feed like any younger, more digitally native brand would do.
Is There Room for Intermix in the Market Now?
Brand recognition isn’t easy to measure, but anyone who followed fashion retail in the last ten years knows the Intermix name. The problem is, the things that once set Intermix apart—boutique locations, live stylists, and a physical sense of discovery—don’t really translate to a crowded online marketplace.
On the upside, Intermix still knows how to choose good inventory. Some former customers have shifted their shopping habits online and will keep checking back for what’s new. Others may have moved on after their local Intermix store disappeared.
Viability online depends on different skills now: digital marketing, smart shipping, fast customer support, and continuing to find brands people want. Intermix is making a go of it, but the competition is steep and customer loyalty is easily lost. For anyone running an e-commerce site, those are ongoing headaches.
What Has All This Meant for Traditional Retail?
Intermix’s story is honestly a replay of what tons of other stores have faced. Owning a network of physical stores got expensive fast—especially when you factor in rent, staffing, and constantly changing trends. Fashion shoppers now expect new arrivals every few weeks, flexible returns, and easy browsing from home.
The chains that grew up around shopping malls or urban fashion districts have had fewer and fewer reasons to stay. Intermix tried to pivot through private equity takeovers and bankruptcy planning. It’s still around, but only as a shadow of its earlier self.
Retail experts point to Intermix’s case as one more piece of evidence: traditional retail can’t keep its old business plan without serious changes. Whether or not an online-only model actually leads to long-term survival is something a lot of brands are still figuring out—Intermix included.
Looking Ahead: What’s Next for Intermix?
So, what’s next? Intermix could stay just as it is—a highly curated women’s designer retailer online, fighting for attention with lots of other names. Maybe the site settles into a niche role, or perhaps the owners will experiment with new pop-ups, brand partnerships, or even a limited relaunch of physical stores somewhere down the line if the economics improve.
There’s also the chance that Intermix’s name could end up licensed out, used for online exclusives, or merged with another retailer if Regent LP decides to offload it. That happens pretty often in this corner of the fashion world. If you’re curious about the ins and outs of retail turnarounds and business pivots, there are some good resources that follow these stories in detail—like Sera Business—since it’s a topic with real consequences for jobs, shopping habits, and cities.
Will Intermix pull off a meaningful comeback, or just quietly fade to a smaller online shop? There’s really no playbook. It probably rests on their ability to stay relevant and keep the loyalty of their now-digital shoppers.
Right now, whether you remember Intermix for its inviting stores or just visit the website now and then, the answer is clear: the physical chain as we knew it is basically gone. But if you still hunt for their curated edits from your phone or laptop, Intermix isn’t out of business just yet. The question is, can it keep adapting fast enough to stick around in the world it finds itself in today? We’ll have to wait and see, just like with so many other brands trying to figure out what comes next.