Yves Salomon opens in Paris first store for Army line
Yves Salomon started on a diversification strategy a few years ago, and is now beginning to reap its rewards. The long-established French label specialised in fur has decided to open a store exclusively dedicated to Army, its luxury urban and outerwear line for men and women, which now accounts for 50% of its sales.
Yves Salomon operates three stores in the French capital, and has now reshuffled its product range, concentrating the products of the Army collections into only one of its Parisian stores. The Army store is the one located at 245 rue Saint-Honoré, which has been entirely renovated, while the addresses at 36 rue du Faubourg Saint-Honoré and 40 avenue Montaigne now feature Yves Salomon’s other lines.
Yves Salomon launched Army 10 years ago. The line combines technical performance with luxury materials, and has been extended to include, besides parkas, several wind-breaker and down jacket models, as well as ready-to-wear items such as dresses and cargo trousers. Next summer, a range of raincoats will also be added.
To give a distinctive identity to the new Army store, Yves Salomon called on architect Bernard Dubois, who exploited the length of the interiors, emphasising the perspective by using a series of partitions.
“These cantilever structures, close but not linked to one another, dramatically heighten the perspective effect, which is further enhanced by the mirror at the back of the store,” stated Yves Salomon in a press release.
The interior’s colour palette is autumnal. Yves Salomon plans to introduce the same concept in other stores and for its shop-in-shops in department stores.
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