Thirty Years in Fashion, One Store at a Time: The Founder Behind ELUXEIT's Return to Retail
ATLANTA — Before ELUXEIT became a curated storefront inside Perimeter Mall, founder Nino Ross spent thirty years in fashion retail, stepping away more than once before deciding it was where he belonged. GZTV's Behind The Lens, Episode 4, sponsored by Hollyland, tells that story.
ELUXEIT, a name built from its own definition: E for e-commerce, Luxe for luxury, IT for the item itself. The concept started as online luxury resale, built on a simple premise: if you didn't want it, ELUXEIT would get it. But e-commerce alone didn't fit how he works.
Today, ELUXEIT operates as a multi-brand luxury boutique curating designer streetwear and dresswear for men and women, carrying a mix of established and emerging labels. The store's brand roster includes Keith Sweat's Platinum Status line of handbags and bookbags, along with the Dom Davis collection, pieces he backs on quality alone: they won't break down on you.
Getting a brand into ELUXEIT isn't automatic. He vets every brand, hears the founder's story, and evaluates quality to confirm it fits what the store represents. From there, brands often run a pop-up activation to see how the product connects with an actual crowd before any placement is finalized.
Two labels currently on ELUXEIT's floor illustrate the range he's built. MOOD LA is known for its construction details, from zipper hardware to weight and fit, including flared jeans made of Italian cotton. Sebastian En Guerra carries a different kind of weight, built on a "Love Over War" premise that explores how the world treats someone born different, and how love can overcome that obstacle.
His bet on brick and mortar runs against the current, and he knows it. E-commerce still makes up a small percentage of retail overall, he argues, because shopping is therapeutic. People want the experience and the gratification of being in a store, which is why he believes brick and mortar isn't going anywhere.
Watch Episode 4 of Behind The Lens, sponsored by Hollyland, and hear the full story behind ELUXEIT, now on the GZTV app.
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