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Promod cedes Champs Elysées store to L’Occitane
Promod is saying goodbye to its Paris flagship store at the Champs Elysées. The Scandinavian firm confirmed the news to FashionNetwork.com, adding that the boutique will close its doors by the end of July.
Promod also said that employees at the store will be relocated to the brand's other points of sale across the city. The retailer is currently located at number 86 on the iconic Champs Elysées, neighbouring retail giant H&M, and forming part of the Galerie Champs Elysées, which is run by the Société Foncière Lyonnaise.
L’Occitane is set to take up the retail space, FashionNetwork.com has learned. It will be a relocation for the beauty brand, which is already operating inside the Galerie, in a much smaller store with little window exposure to pedestrians. The new store will serve as a valuable Champs Elysées flagship, where the brand has the potential to deploy its new digitalised retail concept, launched in Tokyo in 2016 and then duplicated in last December in New York on Fifth Avenue. The concept is a multi-sensory shopping experience in which the provencal art of living is promoted.
In April 2016, the French group, with 954 stores across 45 countries, announced the dismissal of 133 head office employees in northern France, as well as the closure of 180 non-profitable stores abroad. Half of its units in Spain, 24 shops, were affected, with the eliminatation of 132 posts, according to Europa Press.
In 2015, Promod initiated a repositioning. Trying a more fashionable approach, it launched a new signature: "Promod Boutique Française."
Marion Deslandes avec Matthieu Guinebault
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