Mood Media Designs Scent Solution for DXL Rebranding

Share Article

Custom Scent Solution Implemented in 250 Retail Locations

New Mood Logo
This solution is one example of the many branding and sensory elements we can offer to our clients. It was a thrill to design a unique solution to assist DXL with its important rebranding initiative . . . - Ken Eissing

Mood Media, the world’s leading Experience Design firm, is pleased to announce an agreement for custom in-store scent to 250 DXL retail locations.

DXL is an innovative, customer-oriented store concept from Canton, MA based Destination XL Group, Inc. This experience-focused design replaces the former Casual Male XL brand and aims to make the next leap in Men’s Big and Tall retailing. Stores will feature brighter, larger retail spaces, enriched customer touch points, and thousands of upscale clothing items.

Beyond these physical enhancements, DXL was driven to take an extra step in differentiating its stores and bringing its new brand identity to life. Mood, whose holistic Experience Design solutions provide music, visuals, messaging, and scent to premium retailers around the world, was an ideal ally to design and implement a custom scent strategy for DXL.

DXL’s custom scent, created in tandem by Mood and ScentAir, is a mixture of citrus fragrances conveying the friendly, lively atmosphere of DXL’s new retail approach, and is designed to appeal to both male and female shoppers.

The new scent is being rolled out to hundreds of DXL stores as it adds a new dimension to the retail areas. DXL will also have the ability to create exclusive colognes and revenue-generating fragrances based around the scent. “We are focused on creating a positive experience for our customers at every possible touch point. Scent is a powerful sensory element that speaks to the quality of our brand, and Mood’s expertise in experience design and service have been instrumental in our process,” said Mark Albert, DXL’s VP, Creative & Visual.

Ken Eissing, Mood COO, North America said, “This solution is one example of the many branding and sensory elements we can offer to our clients. It was a thrill to design a unique solution to assist DXL with its important rebranding initiative and develop a custom solution which meets their needs and speaks to their shoppers. We’re confident this scent will help DXL exceed its new concept and store objectives.”

For more information about Mood Media and its suite of on-site experiential solutions, please visit

About Mood Media
Mood Media Corporation (TSX:MM/ LSE AIM:MM), is one of the world’s largest designers of in-store consumer experiences, including audio, visual, interactive, scent, voice and advertising solutions. Mood Media’s solutions reach over 150 million consumers each day through more than half a million subscriber locations in over 40 countries throughout North America, Europe, Asia and Australia.

Mood Media Corporation’s client base includes more than 850 U.S. and international brands in diverse market sectors that include: retail, from fashion to financial services; hospitality, from hotels to health spas; and food retail, including restaurants, bars, quick-serve and fast casual dining. Our marketing platforms include 77% of the top 100 retailers in the United States and 100% of the top 50 quick-serve and fast-casual restaurant companies.

For further information about Mood Media, please visit Follow us on Twitter and connect with us on Facebook

About ScentAir
ScentAir creates over five billion enduring scent impressions on consumers each year. Based in Charlotte, NC, ScentAir serves businesses of all types and kinds everywhere, including in 109 countries. It is the largest and most experienced scent marketing company in the world. The company also has corporate offices in Shanghai, Hong Kong, Macau, Paris, Madrid and has a local presence in more than 70 countries.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Sumter Cox - Director of Communications
Mood Media
+1 803 242.9147
Email >

Randal Rudniski, EVP, Investor Relations, Interim CFO
Visit website