Chloé plants roots in Italy and France
Chloé continues to expand at a rapid pace. The Richmemont-owned fashion house, which - in conjunction with Yoox, launched its first ecommerce site at the end of June, announced two new important store openings in Milan and Paris.
The brand has indeed opened its first boutique in Italy. And more precisely, in Milan. The store is slated to open August 1 before an official inauguration scheduled during Fashion Week in September.
The 230 m2 space is situated in the luxury quadrangle, at 30 de Via della Spiga, where the former Moschino store used to be. Moschino is now located in the adjacent Via Sant’Andrea.
The new store decor is made up of contrast materials such oak wood and shades of beige pink, signature to the brand, as well as harder materials such as marble and brass.
Meanwhile, the newly opened concept store in Paris carries the same layout. In early July, the brand moved from 44 to 50 avenue Montaigne, into a larger retail space of 320 m2.
"The boutique is designed like a house and is inspired by our other Paris store, which opened in 2013 on rue Saint-Honoré. It's designed in the same decorative pattern, but with an architectural evolution consisting of natural, solid materials that haven't been treated other than by artisans," explains the House.
The new point of sale is also set up with furniture from the studio, such as a carpet and goat hair armchairs, and mottled vintage pieces such as lamps and ceramics, created by artistic director Clare Waight Keller.
With the news of the two openings, Chloé also revealed six months ago the brand set up a leather goods atelier in Milan, dedication to the manufacturing of bags and strengthening the current studio in Paris.
The opening comes after the company decided to take back the production of its leather accessories and shoes. Last year, the label reintegrated its young womenswear collection See by Chloé back into its studios.
With the new store in Milan, Chloé has a total of 64 monobrand boutiques across the globe.
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