Saint Laurent has recently opened a relocated, expanded and resolutely modern flagship store in Paris at Avenue Montaigne. A true manifesto of the strategy to win back customers championed by its CEO Cédric Charbit, this new store demonstrates the importance of transforming itself into a cultural hub in order to win the battle for customer experience. The initiative comes two years after the opening of its flagship store on the Champs-Elysées and one month after the opening of its store on Via Montenapoleone in Milan.
The flagship unveiled by Saint Laurent (Kering)is in line with its latest concepts, including that of its Champs-Elysées address. A hybrid space halfway between a Parisian apartment and a contemporary art gallery. With one significant difference: its size. Whereas the former address had a sales area of 900 m², the new one is almost excessive at 1115 m².
The Art Deco decor of the previous boutique, marked by the omnipresence of marble, remains, with more monumental marble, giving the whole a tension between raw materials and refined details. In addition, vast relaxation areas with antique-style chaise longues, adorned with works of art, are spread over three levels. Among the focal points is a monumental floating staircase, which rivals that of a certain Polène in its Champs-Elysées boutique, just a few steps away. The shape of the structure curves to reflect all the sensuality inherent in the Parisian brand’s identity.
Museum-quality pieces abound, whether they are works on loan from the Pinault Foundation not far from here, tapestries, carpets, antique-inspired basins or furniture designed by Charlotte Perriand. At the top, on the third floor, you’ll find both the men’s collections and a landscaped terrace. In terms of what’s on offer, the flagship store stocks the men’s and women’s ready-to-wear collections, as well as leather goods and shoes.
The newly opened boutique at 30 Avenue Montaigne—the former Dior flagship store and former Canadian embassy building—was designed to put the customer experience at the heart of the concept. With spaces for relaxation, fitting rooms, and private lounges, the new flagship store aims to deliver hospitality that meets the highest standards of prestige.
Cédric Charbit, who has been at the helm of Saint Laurent since January and rarely speaks to the press, gave an exclusive interview to WWD on the importance of customer relations in revitalizing the Parisian fashion house. “We have moved from a transactional model to an experiential model, where customers are guests and hospitality is an art,” said the executive.
At the heart of this retail experience, personalization is, as befits luxury, a key feature.Saint Laurent, however, wanted to go one step further by offering a bespoke service covering ready-to-wear, accessories, leather goods, and shoes. This is a Parisian exclusive to date for the fashion house, which has a network of 317 stores worldwide.
Charbit makes no secret of his desire to double the revenue of his former address on Avenue Montaigne. This goal aims to turn the tide after organic sales fell 4% in the third quarter. At the heart of this strategy to win back customers, Cédric Charbit intends to continue his efforts to expand the brand’s customer base, historically linked to women’s and men’s collections, which are considered a “key strategic pillar.”
Saint Laurent, Paris, Avenue Montaigne
More from NEWS
Luxury brands show resilience in 2025 (Report)
Powered by its real-time shopper insights, it’s all about what translated into searches, sales, and style trends across the marketplace. …
BAPE steps up retail expansion in Asia
Following the recent recognition of BAPE®’s American Dream store by the Retail Design Institute International Design Awards, the Japanese streetwear …
Synergy Installers: Precision and Craftsmanship in Luxury Spaces
Who We Are For more than twenty years, Synergy Installers has been a trusted partner for leading manufacturers and luxury brands. …
