Patou has opened its first store in Paris at Galeries Lafayette Haussmann. According to Guillaume Henry, Patou’s artistic director, the opening is particularly significant as it’s the label’s first official Parisian store since its relaunch and the first in four decades. The new 730-square-foot (68m2) space showcases Patou’s full collection of ready-to-wear and accessories. Alix Morabito, the department store’s general buying and merchandising director for women’s apparel, highlighted the store’s role in the evolution of women’s floors, focusing on luxury and innovative designer concepts.
Prior to this opening, Patou’s presence in Paris was limited to department and multi-brand stores, its online platform, and a temporary Patou Market in the summer of 2021. Sophie Brocart, Patou’s Chief Executive Officer, emphasized the importance of this expansion, noting the brand’s longstanding partnership with Galeries Lafayette, which has supported Patou since its first season.
For Henry, the decision to delay the opening of a Paris store was a deliberate one, aimed at not disrupting the brand’s gradual revival. Far from being retail-averse, Patou has more than 100 stockists worldwide and ten stores in Korea and Japan, where it has quickly gained popularity. The brand’s first store opened in Tokyo’s Omotesando Hills in 2022. Henry believes Patou’s customers remain consistent around the world, and the brand’s philosophy of creating welcoming spaces transcends different retail environments.
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Retailing in department stores is something Henry particularly enjoys, likening it to having “roommates“. Patou’s new location, on the second floor of Galeries Lafayette’s main building, joins other prestigious brands such as AMI Alexandre Mattiussi and Kenzo.
The store’s design, created in-house, features the brand’s signature “smiling pink that isn’t too cute” color scheme and emphasizes Patou’s commitment to sustainability by incorporating recycled woods and fabrics. Given the store’s proximity to the brand’s atelier and historical roots, Henry wanted to bring the essence of a couture workshop to the space. This is evident in design elements such as beige and gray accents, a cutting table for handbags, and a triptych mirror reminiscent of the one in Patou’s historic store on Rue Saint-Florentin.
Henry envisions the new store as more than just a retail space. He plans to create a dynamic, interactive environment with workshops, lectures, and opportunities to engage with Patou‘s Parisian clientele. This approach is in keeping with his desire to foster a close relationship with the brand’s customers, making the store a hub of fashion and community interaction in the heart of Paris.
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