Tamaris has opened its first flagship store in the immediate vicinity of the Paris Opera – one of the cultural heartbeats of the city. An important strategic step, the brand said, to further establish itself as the leading commercial fashion brand in France, but also globally.
Tamaris has deliberately chosen one of the most exposed locations that Paris has to offer. The “Triple A” location near the Opera metro station not only promises excellent visibility and accessibility, but the brand said it is also making a strong statement to the global audience that frequents the French metropolis.
The prestigious 130 square metre store is located in a historic building. A large LED wall above the entrance acts as a highly visible outdoor advertisement that draws passers-by with emotional moving images. Upon entering, the multi-faceted product portfolio opens up, which includes the Tamaris licence range as well as shoes.
“This Paris showroom offers our customers a unique experience,” said Gwenael Le Gouallec, Country Manager for Tamaris in France. “Together with system partner Stephane Mordowicz (Groupe SMC), who will operate the store, we intend to continue the strategic expansion in France, one of our most important export markets.”
The specially-developed look and feel of the store is characterised by lots of white space, warm colours and a minimalist design – for a modern feel-good atmosphere that invites customers to linger. At the same time, the store concept is based on a familiar brand experience that clearly focuses on the product, as is usual with Tamaris.
Digital touchpoints that extend current campaign content onto the sales floor provide additional inspiration and an atmospheric ambience.
“A bricks-and-mortar store still offers the unique opportunity to experience a brand with all your senses and interact with it directly” added Cathleen Burghardt, Head of Marketing at Tamaris. “Our declared aim is to optimally utilise the advantages of both worlds – digital and brick-and-mortar – and to combine them to create a seamless shopping experience.
“The Paris flagship store sets a new course for the Tamaris in-store shopping experience and thus represents an important strategic investment in the future of the brand.”
