- PRINTEMPS, a luxurious French retail seller, opened a new location in New York City.
- The launch represents the return of the store to the American market.
- The retail analyst at Globalta says that converting the store into success will take “hard work”.
Tolfs vary in Printemps New York, a new retail place in Manhattan Financial neighborhood, every time you visit – this is the point.
The surrounding noise and lighting the mood that changes throughout the day are designed to transfer you to a fun Parisian apartment that you will feel different at 10 am from what it was at 7 pm, although the space is originally designed to be part of the headquarters of one of the bank, and the publications intend to make it a destination for stabbing, facing fashion, and local residents alike.
PrintempsLuxurious French retail seller, the great opening of his new location was at One Wall Street in New York City on Friday. The Big Apple Venture is a conversion from the concept of the traditional brick and mortar company to a more focused retail model.
Jean -Mark Bilish, CEO of PRINTEMPS, told Business Insider that the project started with the idea that “New York does not need another store.” After the closure of Barneys and Jeffrey in 2020, Bellaiche said that PRINTEMPS witnessed an opportunity to fill the luxury retail gap and increase its awareness of the brand among American consumers.
But he added that the company knew that it still needed to provide something different from his colleagues from retailers to attract shoppers in such a competitive market.
The closure of some retail giants in the United States in recent years can indicate that consumers are tightening the threads of their wallets. but Neil SondersThe retail analyst at Globaldata Retail said that the new PRINTEMPS store has the ability to “get rid of things” in New York and be a “launch platform” for the brand. He said that finding a position in the crowded retail for the city and attracting loyal customers to the financial neighborhood will be essential.
On the second floor, the salon is characterized by wearing and accessories.
With the permission of Giers Anderson/Printemps New York
Bet on big apples
After the epidemic, some store companies worried that other shoppers will not return to brick stores and mortars. But 2024 a report Among Emarketer found that 45 % of luxury shoppers for American adults reported the purchase of luxury goods personally in a multi -division store over the past 12 months, an increase of 32 % in 2022.
Despite recovery after guardianship, luxury department stores in the United States are still struggling, consumers spend less on luxury brands, and eat their profits. “This will be a very hard work to achieve this,” Sunders said. “This does not mean that they cannot, but I think they are definitely running on Salem in this one.”
PRINTEMPS, which already runs 20 stores throughout France and one in Doha, Qatar, believes that this is an opportunity to do something different. The new project is a return to the American market of the 160 -year -old company; In 1987, Printemps opened the first United States Denver Store Store, fill in the city’s luxurious retail position at the time. But the work was slow, and the store closed two years later.
In New York, Printemps faces more competition. While Bilish said there is a luxury retail appetite in the United States and New York, the crowded market pushes the company to be more experimental.
“I don’t think any multi -departmental store will be closed because of it, so let’s be humble,” Bilish said. “But, is there a way to bring something different, to make noise, little by little, based on a very strong work? We think that.”
Room Room, which was previously a banking room, became a shoe space for printing.
With the permission of Giers Anderson/Printemps New York
Overland shopping experience
PRINTEMPS New York is 55,000 square feet, and two floors extend at the base of 50 -storey buildings, but it is a small part of its pioneering size in Paris. Looking at its smaller size, the store should have been more specialized, which leads to moving away from shops and choosing coordinated and multi -brand rooms instead, which includes women’s clothes, men’s fashion, beauty and jewelry.
The French retail chain said it wanted to deal with the project as a “hospitality project” instead of a typical retail store; Instead of focusing on sales, he wants to win the time of customers.
As in Paris, the space features multiple concepts of foods and drinks, including the cafe, raw bar, a cocktail bar, barbia, and a wonderful restaurant led by Gregory Gorde, who won the James Bird prize three times.
The store also features seven shopping areas, each with a unique design to complete the offered products, such as the Haute Couture Jean Paul Gautier dress, Nike Sneakers, and La Rosée Cosmetics, a favorite French pharmacy.
One of the areas is the red and gold mosaic lobby known as the Red Chamber. Previously Internal teacher In 2024. After a lot of conversation about the best way to use the ART DECO space, Printemps turned the room into what is called the “shoe forest”, with long shoe screens and gold -shaped golden lamps.
Although each room is distinct, Printemps transmits the maximum across space in bright colors, eccentric designs and complex art that alludes to the roots of the French company. Instead of having a customer corridor to follow up, Printemp encourages customers to roam the space.
Printemps also experience programming and events with customers and brands, including conversations, acquisitions and popups, which the company hopes to help communicate with local customers.
Printemps Salon Vert is a raw tape on the second floor of the store.
With the permission of Giers Anderson/Printemps New York
Creating the past opening day
While the company BI told that it has no plans to repeat the concept of retail or strategy, it said that it already uses its location in New York as “evidence of the concept”, or the land test, because of its pioneering location in Paris.
“There is definitely a little laboratory spirit,” Bilish said.
Since Printemps built its location in New York from A to Z, it has had the opportunity to experience new technologies, such as the system of retreating from customers to explore the store on their phones, and the technology of the heat map to track crowded areas and promotion. Printemps decided to integrate new brands into their catalog as well. The company said it is considering some of these changes to its main store in Paris.
As Printemps continues to look beyond Paris, Bellaiche Bi told the company that the company is planning to enter an e -commerce site in the fall that sells its products and ships directly to the United States.
“This store will continue to tell stories every month. We need to come with new stories, exclusive new brands, and a new purpose.” “It will be a living entity.”
