Published on February 28, 2024, Burberry waited for the spotlight to be on Paris to unveil its new flagship store in the French capital. The English house revealed its new store located at 17-19 Avenue Montaigne, a major luxury hub in Paris.
During Fashion Week, the two-level store opened its doors to showcase the spring and summer offerings designed by Daniel Lee, the brand’s creative director. The press release from Burberry emphasized that “the new store reflects the new creative vision implemented by Daniel Lee.”
The windows, during the renovations, featured the historic Equestrian Knight Design (EKD) with the horse and shield visible from the entrance. The store’s furnishings prioritize handcrafted sculptural pieces inspired by British abstract art from the 1960s and the Creative Salvage movement of the 1980s, as stated by the brand. The concrete floor also showcases Burberry’s EKD through a delicately handcrafted mosaic made from Verde Alpi marble.
The new Parisian store adds to a fleet of 421 directly operated retail points at the end of the 2023 fiscal year. Among these, the brand had 225 stores, including 46 in Europe, the Middle East, and Africa. Last year, direct sales accounted for 81% of Burberry’s over 3 billion pounds (3.5 billion euros) in revenue. The group, led by Jonathan Akeroyd, aiming to reach 5 billion pounds in long-term revenue, has established a plan to renovate its store network with a capacity investment of 120 million pounds for retail in 2024. These refurnished stores are expected to improve productivity by approximately 15% compared to the old concept.
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