Interluxe Group buys adMixt to unite luxury events and marketing

By Stephanie Brooks 04/06/2026 3 min read 55 views

Interluxe Group, a luxury marketing agency representing more than 250 brands from Rolls-Royce to The Four Seasons, has acquired adMixt, a performance marketing agency that works with digitally-native brands like Westman Atelier and Mizzen + Main. The deal’s terms were not disclosed.

Nick Van Sicklen, founder and CEO of Interluxe Group, said the agency had only “dabbled” in performance marketing before. This acquisition gives them a real capability in that area. Interluxe Group operates several arms: North & Warren for luxury media and digital, Quinn for strategic communications, and the parent company itself for experiential activations — like the Range Rover House pop-ups. AdMixt calls itself a “tech-enabled” performance agency because it built its own software that buys ads and measures performance across Meta, Google, TikTok, Snap and Reddit. Van Sicklen and adMixt CEO Kevin Simonson argue that luxury brands want online and offline strategies to work together.

“Luxury brands today don’t want disconnected agency partners,” Daniella Vitale, CEO of Ferragamo Americas and an Interluxe Group board member, said in a statement. “They want teams that can bring together storytelling, experiences, media, and performance in a way that feels seamless and connected.”

Shoe Palace adopts multi-brand marketing.

Van Sicklen said the driving force behind the deal is a fundamental shift: “so many premium and luxury brands are facing a really big challenge, which is that affluent customers are becoming harder to reach and harder to engage, and they’re just very fragmented.” He pointed out that Meta and Google cap household income targeting at roughly $150,000 to $200,000. “While that is affluent in a lot of considerations, if you’re selling a Four Seasons residence for $7 million or you’re selling a luxury timepiece for over $150,000, you need a very different type of audience.”

Luxury brands know paid social is essential for reaching new customers, but they don’t always know how to reach the right ones. Interluxe Group already has a proprietary data platform, Optima, that powers its ad targeting. AdMixt brings its own tech on top of that.

Premium and luxury brands often struggle in performance marketing because the platforms want creative diversification that includes user-generated or lo-fi digital assets like video, Simonson noted. He sees an opportunity for Interluxe Group’s events to produce UGC that is better suited to luxury brands and improve their digital performance. He also said, “I wouldn’t necessarily call it backlash to AI, but [there’s] just a consumer desire to have more experiences [because of AI].”

Alex Greifeld, an e-commerce growth advisor and former marketing director at Mix Brands, offered a more measured take. She said luxury brands face two big challenges when investing more in performance marketing. The first is measuring incrementality properly. For brands that are already household names, “they immediately start seeing amazing in-platform results because there is so much awareness in the marketplace — but it doesn’t mean those ads are actually doing anything for the business.” The second challenge is creative control. There’s a risk of an ad for a luxury handbag appearing right after one for a fungus cream.

She described the idea of blending experiential and performance marketing as “cutting-edge.” In recent years, many brands benefited from strong spending among high-end shoppers, even as inflation hurt lower-income consumers. Greifeld said she has seen luxury brands focus more on demand capture — opening new stores, expanding distribution. But she thinks experiential will become a bigger priority in the next three to five years.

Van Sicklen positions the combined agency as ready for whatever comes next. “Not only can we produce a beautiful event, but I think what makes Interluxe unique is we can also help drive the right prospects and the right audiences to fill the room,” he said. “The luxury customer, the affluent consumer, has become more and more important to every single partner that we talk to.”