Dior unveils grand plans for Paris

Christian Dior looks to shine even brighter in Paris. The LVMH-owned luxury brand, with a strong presence on Avenue Montaigne, where both its headquarters and flagship store are located, is looking to invest now on rue Saint Honore - its latest store in the French capital.

Dior pop-up store at 386 rue Saint-Honoré - FashionNetwork.com ph DM

Last December, the label entered the Parisian area with a flagship store, open until an undetermined date, set up at 386 rue Saint Honoré. The new Dior pop-up is just opposite Fendi, another brand from Bernard Arnault's LVMH group fold, and neighbours Chanel on rue Cambon, which is currently being renovated, and the Louis Vuitton flagship, which opened recently between rue Saint Honoré and Place Vendôme. 

The location is a prestigious one and was previously occupied by the historic John Galliano store, which was completely renovated in 2016. With its repositioning in the premium contemporary segment and its much smaller size, compared to most luxury maisons that find themselves on that street, the label founded by John Galliano obviously held a golden store nugget, on which Dior was quick to put his hand. The operation was made all the easier, with the John Galliano label being owned by the Christian Dior holding company, part of the Arnault family.

"We are working on a big Dior project around this location," FashionNetwork.com was told in an interview with former-CEO of Christian Dior, Sidney Toledano, who is now head of the LVMH Fashion Group. 

"John Galliano now has its boutique in the Marais, so we have put a Dior pop-up store on rue Saint Honoré in its place," added Tolodano, as the operation awaits final completion. 

Guerlain has left its 392 rue Saint-Honoré location and moved to number 356 - FashionNetwork.com ph DM

Moreover, all adjacent stores - up until number 396 rue Saint Honoré - are closed, with the exception of Hervé Chapelier, which takes up a small space at number 390. In the area next door, renovations are planned for Dior, with a "destination change for the commercial premises on the first floor." Also, at number 392, Guerlain, another brand of the LVMH fold, has moved to number 356 on the same street.

Meanwhile, Christian Dior is strengthening its presence on Avenue Montaigne, in opening at number 28 its debut store dedicated to eyewear, right next to the Dior flagship.

"It's the first point-of-sale that's solely for Dior eyewear," added Toledano. 

Translated by Benjamin Fitzgerald

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