Paris is very well known for its fashion and the Marais region is particularly associated with luxury retail, which is predominantly where most of the stores we’ve found this month have launched.

Luxury is the key theme, though this has been displayed in a variety of ways. Some brands have opted for large scale displays, sculptures and art pieces. Others have chosen understated design schemes that focus attention onto the products.

Sustainability is also a big focus for brands, especially in more climate conscious France. Some stores have made sustainability a key point in the design of the store, emphasising the manufacturing processes of the products. Others have recycling programmes, where products are remade. 

There is also more focus on the labour of the items, with brands keen to showcase that their factories are in Europe and the UK, and not part of the fast fashion market.

Take a look at the best new retail we have found this month in Paris.

 

Les Deux, Marais

Danish menswear brand Les Deux, having already had success through concessions in Paris, has launched its first standalone store in the city.

This marks the brand’s first store outside of Denmark and demonstrates the increasing popularity of the Les Deux products, which mix Scandinavian simplicity with American preppiness. This is reflected in the design of the store which uses wood panelling, brass fittings and vintage sports products to create an East Coast look and feel. Customers can find a basketball hoop, with a backboard made from mosaic, adorning one of the walls.

Visitors to the store will be able to browse a broad range of high quality products, including knitwear, formalwear and casual items like hoodies and t-shirts. The brand has additionally created a series of exclusive ranges for the Paris store, which will only be stocked in this location.

 

Gentle Monster, Marais

Located in what was previously a residential building in the Marais district is the latest store from South Korean eyewear label Gentle Monster.

The brand is also known for its individual and iconic retail store designs, incorporating surreal sculptures and displays. The Paris store has also been designed by the brand’s in-house team, with a range of robotic moving sculptures that customers see as they first enter the store. This includes the Giant Head Kinetic Object, made up of three faces that are able to move, and Star, which creates a sunlike glow with reflective light. There are also a range of LED screens throughout the store which display the brand’s products.

Customers can shop the brand’s range of glasses and sunglasses, along with a number of collections created in collaboration with other brands, such as Maison Margiela and Google.

 

Marimekko, Marais

Another Scandinavian brand arriving in Paris this month is Marimekko, the lifestyle store known for its colourful, iconic prints.

The store has been inspired by the brand’s Helsinki printing mill and includes bold coloured shelving and rails to help zone areas for different ranges. The fittings are modular, allowing the brand freedom to shift the store style to account for changing seasons and promotions.

Customers can find the full range of ready-to-wear clothing, bags, accessories and homeware, with striking patterns and fashion-forward designs.

 

Aigle, Saint-Germain-des-Prés

Outdoor brand Aigle has launched a new flagship concept, called Cocoon, in Paris.

The store has a new design to draw attention to the products, by keeping the background neutral and light, with products displayed thematically, and educational displays to help customers learn more about the items, the materials they are created with, and sustainability credentials.

Upon entering the store, customers will also find the new cafe, where they can also purchase a range of merchandise like water bottles and mugs. The space also contains a reading area that nods to the literary history of Paris.

The central part of the store contains the Rubber Forest, which is a wooden dome structure designed to display the brand’s manufacturing, including technical data on the shoes and boots. These are displayed around the dome, and customers can see a virtual factory tour via QR code.

The Earth for Tomorrow zone provides more information about Aigle’s Corporate Social Responsibility, including a fishing net jacket, the Second Souffle recycle area and the Green Wolf co-developed repair service. Customers can also find a luggage range, the capsule collection Etudes Studio and the launch of new products for dogs.

 

Reformation, Marais

Debuting in Paris this month is DTC sustainable fashion brand Reformation.

The store design is from Parisian architects Le Cann, who have created a sophisticated and luxury backdrop, with a spiral staircase, plush curved seats, and art pieces from French women artists.

The brand is famed for its sustainable products and business practices, using organic materials in its clothing, and ensuring all production is carbon neutral. Reformation also runs a recycling programme, where customers can get store credit for returning products. These items are then turned into new ranges.

The store is also equipped with a range of technology. Each clothing item only appears once on a rack, with touchscreens, apps and staff able to order other sizes to be delivered to fitting rooms. Once in a fitting room, the customer can also order alternative sizes, find styling tips and change lighting.

 

Sunspel, Marais

Another arrival to Marais is luxury menswear brand Sunspel from Britain, its first store in this location.

Founded in 1860, the brand has a long legacy, which forms part of the design of the store. Archival products from the brand’s history are dotted throughout, as well as information about the products. This includes video displays that showcase the heritage of the materials used, such as Harris Tweed from Scotland, and Mongolian cashmere.

The brand is known for its classic menswear products, and customers can browse the full range in the latest store. This includes popular pieces such as the Riviera polo shirt which is still made in England and has the name of each seamstress stitched inside. This shirt was also popularised in Casino Royale when worn by Daniel Craig.

The brand is also collaborating with a range of other designers on special collections, such as Paul Smith, Commes des Garcons and Lemaire.

 

Le Rouge Français, Marais

French beauty startup Le Rouge Français has launched its first physical store in Paris this month

The brand is famed for its plant-based beauty products, including lipsticks and cosmetics, and the new bright red store is designed to showcase its range.

Designed by a biotechnology engineer, the products contain a range of patented formulations with ingredients such as hibiscus, Damask rose and roucou. The materials that the brand uses are recyclable and the products are vegan, with no animal testing.

The new store enables customers to find out more about the products, test them, and learn more about the brand and its story. There will also be a range of activities, such as workshops to help deepen customers’ understanding of the brand and its range.