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Romance publisher Mills & Boon is to launch its new contemporary fiction imprint RIVA with a pop-up shop in Selfridges' Wonder Room on London's Oxford Street.
The Together Shop, showcasing vintage Mills & Boon jackets and selling the range of RIVA titles, will be open for six weeks from today [7th January] until 18th February. Four RIVA titles will be launched each month.
RIVA titles, Initially With this Fling. . . by Kelly Hunter, Deserted Island, Dreamy Ex by Nicola Marsh, Girls Guide to Flirting with Danger by Kimberley Lang and Juggling Briefcase & Baby by Jessica Hart, will be stocked alongside items from labels such as Agent Provocateur.
The move follows a recent trend for pop-up shops featuring in publishers' PR campaigns, with both Headline and Ebury opening stores last autumn.