Butiksmix

Butiksmix is a term used in retail to describe a mixed-boutique approach in which products from multiple independent fashion boutiques are curated and sold through a single channel, online or in a physical space. The term combines butik, a word for boutique in several languages, with mix, signaling a curated blend of brands and items rather than a single-house collection. In practice, butiksmix platforms or concepts gather inventory from several small retailers into a unified storefront, offering customers a diverse selection, shared logistics, and a consistent shopping experience, often with unified checkout and returns. The model can be hosted as a standalone online marketplace, a collaborative pop-up, or an in-store concept where items from partner boutiques are displayed together.

Benefits include broader reach for small boutiques, increased exposure to customers, and potential cost savings on marketing, while shoppers gain access to a multi-brand assortment and a sense of storytelling around individual makers. Common challenges include maintaining a consistent brand voice across partners, aligning pricing and discount policies, coordinating inventory, and ensuring quality control.

Origins of the term are informal, and the concept has parallels in multi-brand marketplaces and curated platforms within fashion and related goods. Variants include seasonal butiksmix capsules, cooperative showrooms, or online platforms that emphasize sustainability through consignments or resale.