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Rixian - The Classic Horizontal Integration Model

Horizontal integration in shop front services

Although most people have never heard of Rixian, the company is a leader in the field of brand shop front services, an invisible champion. Horizontal integration to Rixian means handling wholesalers’ demands for design and decoration of retail spaces.


On the other side, Rixian deals with designers creative abilities and capabilities to display furniture in home wares stores. Rixian considers itself to be not an agent, but a platform.

Case advisor: 
Ou Jihong
Case writer: 
Shan Yingguang
Horizontal integration, shop front services, wholesale, design, agency, platform