Isabel Marant opens her flagship at 677 Madison Avenue – WWD

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NEW YORK – Isabel Marant has opened a new flagship at 677 Madison Avenue, the largest store in the company’s fleet.

The 2,950 square foot store replaces a downtown store at 23 East 67th Street and joins another New York store at 469 Broome Street in SoHo, which Marant has owned for 12 years.

Known for its nonchalant bohemian style, Marant opened its first store in Paris in 1998 and now has 66 stores worldwide, 10% of which are franchises. There are eight stores in the United States

The new two-level store offers women’s ready-to-wear, bags, shoes, accessories, jewelry and sunglasses, as well as menswear, which was introduced four years ago. Around 20% of the new store will be dedicated to menswear. Pre-Fall is in stores and the Fall collection will arrive shortly.

Designed by Marant and an in-house architectural studio, the ground floor of the store showcases Isabel Marant’s main line of accessories – bags, jewelry, sunglasses and a few shoes – while a flight up is the footwear section, Isabel Marant Etoile, a secondary line for women, and Isabelle Marant Homme.

“There is more space dedicated to each category,” said Anouck Duranteau-Loeper, deputy general manager who, along with Marant, was interviewed on Zoom earlier this week.

When asked who she caters to in her new boutique, Marant said the customer base is quite broad. When she recently visited one of her stores in New York, she said she was surprised to see mothers and daughters and mothers and sons shopping together “and they’re all drawn to different things.” . She said she was addressing her own generation who have grown up with the French label over the past 30 years, as well as the new generation. “They don’t wear the collection the same way,” said Marant, who founded the company in 1994 and is credited with inventing the bohemian Parisienne hipster-meets-boyman look.

Isabel Marant’s main line sells for $335 for a t-shirt to $11,285 for an embellished jacket. Etoile prices range from $150 for a t-shirt to $3,300 for a coat. Shoes range from $485 for sneakers to $3,425 for high boots and bags range from $150 to $1,690. Men’s clothing ranges from $195 for a t-shirt to $4,110 for a jacket.

Marant anticipates the prints to be best-sellers, as well as key embroidered pieces in ready-to-wear.

Duranteau-Loeper said two-thirds of Marant’s business is rtw and dresses are doing very well, along with outerwear pieces such as coats, jackets and overcoats. “Bags and shoes also work really well,” she said.

“And the boots, of course,” added Marant.

The expansion of its commercial footprint in the United States is a key initiative. Currently, Marant has two stores each in New York, Los Angeles and Miami, and one store each in Dallas and San Francisco. Openings are planned in Chicago, Atlanta and Houston. The company does not have a presence in the Hamptons, but is considering pop-ups for the summer. Marant has more than 800 points of sale worldwide.

As for the decor of the Madison Avenue store, the facade of the building is adorned with engraved concrete panels and has two large display windows. The store was the former home of Berluti. Inside, a concrete floor, adding a mineral touch, is dotted with natural stones and floor tiles.

Marant and his team worked with a group of young local designers and artisans. On the ground floor, the women’s collection is displayed on catwalks and handmade hangers. Artist Arnold Goron designed the centerpiece of the space, a hot pink table showcasing this season’s key accessories, as well as a colorful metal sculpture at the foot of the stairs.

Inspired by the concept of the “cabinet of curiosities”, a common thread in all Marant stores, the furniture is a mix of key pieces: a soft Berber sofa sits alongside porcelain fiber display units, hand-carved wooden shelves and floor to floor shelves. ceiling mirrors.

Essentially clean and minimalist, the space is adorned with touches of color: green, pink and yellow accents adorn the wall installations, mixing unusual sculptures and travel souvenirs, while the shoe department is adorned with a bright yellow shelf.

Asked about current cases, Duranteau-Loeper said: “We are doing very well. The business is really strong right now in the United States in particular. We got a very good response on menswear as well as accessories, especially bags. »

She said the company isn’t looking for new investors right now because the climate isn’t right, but she said they might be able to when the market is calmer and more stable. As reported, according to WWD sources, JP Morgan has been tasked with selling Montefiore Investment’s 51% stake in the brand, which it bought in 2015.

Duranteau-Loeper noted that the United States is a big priority for the company, accounting for more than 20% of overall activity, along with Asia. Its biggest market is Europe.

Marant is planning an event on September 8 in New York to celebrate the opening of the Madison Avenue store.

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