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In 2014, global creative visionary and design authority Barbara Reimelt launched the NINETYNINEGROUP, a full-service luxury retail consultancy and interior design firm.


Leveraging more than 25 years of global creative services experience, Barbara and her team deliver spectacular, high-performing spaces for retail and residential clients alike.


At NINETYNINEGROUP, we love what we do. We are curious souls with great taste, and a highly disciplined design approach. We are global citizens, always finding new ways to do things and discovering what’s ahead.


The number NINETYNINE has special meaning, symbolizing possibility, idealism and what is to come… while leaving space for creativity, imagination and the unexpected.


The NINETYNINEGROUP specializes in large-scale retail projects and immersive store experiences that drive sales. Our design services are comprehensive––from brand strategy, research & development, planning and visual merchandising to execution, staff training and ongoing creative services. We believe in the theatre of retail, and the power of strong visual presentation. We have a unique ability to translate the designer’s vision through the curation of product in context to the store environment…telling powerful brand stories while delivering real-world results.


The NINETYNINEGROUP offers couture interior design for discerning homeowners. We bring our clients’ dreams to life in their private home sanctuaries. We offer a thoroughly bespoke approach with carefully orchestrated production, and believe that no detail is too small. We use the finest materials and most forward-thinking solutions, creating stunning spaces and unforgettable environments.

Barbara Reimelt

Global creative visionary and design authority Barbara Reimelt is best known for creating stunning, immersive environments that bring brand visions and personal stories to life.


For the last 25 years, Barbara has been responsible for the international retail presentation and visual merchandising of the world’s most elite fashion houses such as Hugo Boss, Christian Lacroix and most extensively, Ralph Lauren. She has a proven, and unique, ability to translate the designer’s vision through the curation of product in store––driving sales and high performance.


Barbara’s name is synonymous with having interpreted Mr. Lauren’s unique brand voice in his eponymous flagships and concept stores in Europe, the Middle East, Asia and the Americas. Barbara was recruited and relocated three times over 14 years in Munich, Paris and NYC to help oversee store development, product presentation and international licensing at Ralph Lauren.


A tri-lingual global citizen, Barbara has worked on five continents, in most major cities. As a result, she is recognized as much for her visual merchandising artistry and successful collaborations as for her sophistication, international business acumen.


Her impeccable professional pedigree, her sales-driving track record and her bespoke design approach make Barbara a sought-after talent by both global retail brands and discerning private clients.





M. Gemi:

Forty Five Ten on Main:

Sonia Rykiel:

Oscar de la Renta:

Maison Margiela:

Just Cavalli:

Residential Clients:

Los Angeles, New York, Retail Stores,  Interior Design and Visual Merchandising 


Boston shoe store, NYC pop up store 

Dallas-based, high-profile lifestyle + fashion store, 35,000-sq. ft. space - Creative Visual Direction 

New York showroom and store set up 

New York store re-design + merchandising, showroom consultation + set up

San Francisco store consultation for Paris-based haute-couture & ready-to-wear brand

Miami store design, initial consultation

East Hampton, Sag Harbor, Greenwich Village, New York, Forte dei Marmi, Italy

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