Houdini, the Swedish outdoor apparel brand, announced a shop-in-shop presence at REI. Four REI flagship stores, including Denver, Seattle, Chicago, and SoHo, will feature the assortment through January 2020. The stores feature Houdini’s design DNA using light birch wood, boxes and racks as well as signage made from recycled cardboard to create a full shop-in-shop experience.
“This partnership brought together two companies passionate about protecting the outdoors and to see how well the Houdini design DNA blended with the REI stores is really fantastic,” said Olle Keppel, project manager at Houdini. “For the REI project, we utilized modular shelving and box units that allowed us to design four completely unique layouts, each aiming to create a positive and welcoming feeling which is what Houdini is truly all about.”
Fabrics used in the Houdini collection are either Bluesign-certified, contain recycled or recyclable fibers or are renewable/biodegradable. The REI shop-in-shop featured styles include two parkas, a fleece jacket and a wool hoodie. SRPs range from $200 to $700.
