Rox signs Emeli Sande to perform at Xmas party

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Scottish retailer secures chart topper for in-store event in Glasgow.

Scottish retailer Rox has signed singing sensation Emeli Sande, who has recently topped the charts with rapper Professor Green, to sing at its Glasgow Argyll Arcade shop’s Christmas party.

The party will be held on December 3rd after trading hours and will be sponsored by champagne brand Möet. The Argyll Arcade’s red carpet will be replaced with a black carpet with bottles of Möet lining the way in to the shop.

Rox co-founder Grant Mitchell said: “We are trying to engage with our customers through more event-led marketing. The days of sitting behind the counter and waiting for business to come to you are gone.”

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Rox has used its connections with its media partner Capital FM, a local radio station, to help secure Sande to perform at its shop, plus a chance meeting with the singer’s manager at the MOBO Awards, which were held in Glasgow last month. The chart-topper has recently reached number one in the charts with Read All About It, a duet with Professor Green.

“Our parties are becoming quite legendary,” said Rox co-founder Kyron Keogh. “It’s getting to the stage where we say ‘what happens in Rox stays in Rox’.”

Rox held a party at its Aberdeen store last week to celebrate the shop’s second anniversary. Security staff at the shopping centre Union Square where the shop is located said they had not experienced queues like those for the Rox party since the opening of the centre’s Apple store.

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