Printemps opens its new multi-brand concept in its historical Deauville store
What: Printemps unveils in its historical Deauville store a taste of its New York upcoming store
Why it is important: The concept gets rid of brand-specific corners and instead promotes a coherent multi-brand concept applied to the whole store.
Printemps, a department store chain based in France, has transformed its store in Deauville, originally opened in 1912, into a concept store featuring mixed brands and environments. After five months of renovations, the store has done away with brand-specific corners and instead created a series of interconnected rooms styled like a "Norman house." The store claims 85% new brands and 85% exclusive products in Deauville.
The layout of the store has been revised, with ready-to-wear moving to the ground floor, and city shoes, sneakers, beauty products, jewelry, and home goods on the upper level. Decor items, which were previously absent but in high demand, have been added. The men's fashion area has doubled in size with brands like Palm Angels, Stone Island, Coperni, Ami, and Comme des Garçons. Women's section showcases labels like Rotate, Farm Rio, Jacquemus, Antik Batik, and Nanushka. There's also a section for vintage clothing and accessories.
The store no longer has brand corners with their own decoration, fitting room, and salespeople. All staff are employed by Printemps. The company anticipates a sales increase of at least 25% next year due to this transformation. The clientele consists of 43% tourists, 22% second home residents, and 35% locals. Printemps, owned by the Qatari fund Disa, plans to open a store in New York in 2024 with a similar 'product mix' strategy.
Printemps opens its new multi-brand concept in its historical Deauville store
Printemps opens its new multi-brand concept in its historical Deauville store WWD article