Next Retail Concepts will aim to create immersive commerce solutions that will “disrupt and transform” e-commerce.

NORTH AMERICA–Neil Cole, former CEO and founder of Iconix Brand Group, has launched the new retail technology and brand management company Next Retail Concepts.

Next Retail Concepts will specialize in the growth and scale of consumer lifestyle brands through a network of global partnerships and commerce solutions. The firm’s brand management division, NextBrand, will also focus on the monetization, acquisition and growth of consumer lifestyle brands.

Furthermore, Cole has partnered with Serge Kassardjian, who has been named chief operating officer and co-founder of NextRev Commerce–an incubated venture of Next Retail Concepts that will utilize XR technologies to power next generation, immersive shopping experiences to bolster brand engagement, heighten consumer experience and “disrupt and transform” e-commerce. Prior to joining NextRev, Kassardjian was the former global head of media apps for Google Play and Android.

“I believe we are creating the brand optimization model of the future by capitalizing on these cutting-edge technologies, and I am excited by the immersive technology we are developing. I believe it will not only excite consumers but allow retailers to offer a brand experience unlike anything in the market today,” says Cole. “We see a new path forward in the brand management model and I am excited to leverage new technologies in this venture.”