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Retail

Bon Marché: Lingerie Reinvented

23 January 2018

Bringing their long but important and rather splendid metamorphosis to and end, last September, Paris’ famous Bon Marché Rive Gauche unveiled its completely reinvented lingerie space.

No longer just intimates, lingerie is regarded as a natural extension of fashion. From now on, lingerie will unfold in a space inspired by contemporary houses. Natural light fills the ample space, emphasized by pure lines, high-quality materials and subtle colors. Paired with chandeliers adorned with crystal spheres, high mirrors and pieces of furniture from important names in design, all of the décor comes together to underline the uniqueness of the architecture, summed-up by its key words: size, heat and minimalism. Throughout, the armchairs, sofas and spaces of relaxation and social exchange work with the fluid product display to allow clients to easily navigate the space. The lingerie department is a unique gem, covering 12,917 sq. ft. of space, located on the second floor of this Parisian Department Store. Laurence Dekowski, Director of the Department Store, takes us on a journey through the new space.

In 2012, Le Bon Marché Rive Gauche began renovating its departments and through this project reaffirmed its key characteristics with a cutting-edge selection of brands and the creation of a new bespoke universe. Today, after a vast amount of work and the finishing touches added to the Women’s department, this historic building is once again a sight to behold. The building is truly one of a kind and reflects its extraordinary origins. In the 19th century created this “Grand Magasin”, seeking to create a space that was dedicated to women, one that was at the same time commercial cultural where the days unfolded along the rhythm of sales, the reading room and exhibition space. Discovery, surprise and variety: these are the things at the heart of the Bon Marché. Moreover, the renovation has above all allowed the department store to recover its original structures, in particular, its superb solariums. The fourteen solariums are incomparable, outlining the journey through the store and the distribution of space itself, the end result is a space that succeeds in being both open and warm. Inside the store, an interesting juxtaposition takes place as the space, filled with daylight is almost turned into a promenade, an extension of the city while the succession of conservatries add a green touch and cocoon visitors. On the second floor, in the heart of the fashion department, the space dedicated to lingerie was an integral part of this impressive redesign.

Ms. Dekowski, on September 2nd, Le Bon Marchè unveiled a totally renovated lingerie space to the public. How was a project on this scale born?
The new lingerie space is a part of the stores’ complete project, the total renovation of the Bon Marché as over the last five years all of the store’s departments were redesigned. 2017 was the year in which we finalized the layout of the Women’s Department, and following this logic, also lingerie.
How is the atmosphere and design concept of this new space characterized?
Our idea was to carry the concept from the Women’s Department from the second floor, continuing its themes into the lingerie universe in order to make it more contemporary. The influx of daylight, paired with the mix of raw materials such as oak, elm, stone and precious materials such as leather, felt, and anthracite metal, add to the feminine, warm and decidedly modern atmosphere that we want.
Was the space received well by your clients?
The reception was incredible. Our clients were thrilled to discover the new more comfortable setting, filled with daylight and above all easier to navigate thanks to streamlined marketing.

You have also reviewed your offer and the selection of brands. What type of “wardrobe” are you offering in terms of product category, brands and positioning?
Our positioning is above all based on fashion and this is where we have taken many of our new brands, many of which are exclusive to us, on top of this, we also work with a curated assortment of institutional brands. Our positioning brings together accessibility and luxury for both planned and impulse purchases. This lingerie space proposes different “wardrobes”, for example, “Intemporel” (Timeless) which honors corsetry know-how. In this selection we find the most beautiful brands, from the most well known to the most exclusive side by side such as La Perla, Aubade, or Madame Aime (to name just a few). The “Mode” (Fashion) wardrobe features cheerful, flamboyant pieces that are fickle and colorful. This selection is renewed each season with designer brands such as Ysé, Yasmine, Eslami, Esquisse, Momoni and Laura Urbinati. As far as loungewear, the focus is on colors and materials because relaxing at home is a way of life where elegance is key. For legwear, the imaginative designs of brands such as Badelaine, Polder or Royalties join essential brands such as Wolford, Le Bourget, and Bleu Forêt.
Does swimwear have its place here?
Yes! The lingerie section is enriched with a vast permanent section. The “Evénementiel” (Event) wardrobe selection, located in the heart of our space, it allows us to offer both swimwear and beachwear to our clientele. The “Crosière et Bain de Mer” (Cruise and Swimming in the Sea) wardrobe is an invitation to travel and it offers cruise and sea bathing fashion all year round but renewed each season. The location is as big as the choice it offers and the most part of the brands are exclusive to the Bon Marché.

What were the merchandising criteria for organizing the brands in the space?
Many factors took precedence in the organization of the brands in the space, the first being style.
What kind of services do you offer to your clients?
The first and most important remains fitting advice, and our clients value our team’s expertise but we also offer many other services. For example, the Bon Marché’s “Atelier Notify” already offered customization services for jeans and shoes, but now lingerie can also be embellished with embroidery, broaches, badges and other trimmings. The talent, experience and know-how of a stylist, the vast choice of adornments and inspiration allow them to create unique pieces.  Amongst others, we also offer a beauty service including a nail bar with Kure Bazar and the “Conseil de Mode” (Fashion Advice) personal shopping service.  
In your opinion, what is the biggest trend which defines shopping today?
Products which bring fashion and fit together, because underwear should above all be comfortable.

Sales Area: 1.200m²
The Lingerie and Swim Brans Exclusive to the Bon Marché Rive Gauche

Everyday Fashion Selection:
Albertine, Ana Heart, Antipast, Asceno, Badelaine, Baserange, Capulette, Hanky Panky, Jolies Momes, La Nouvelle, Laura Urbinati, Le Bon Parfumeur, Livy, Maison Marcy, Mila Jack, Momoni, Morgan Lane, Morpho + Luna, Polder, Roseanna Lingerie, Royalties, Alto, Skin, Sminfinity, Sunspel, The Sleep Shirt, Violet&Wren, Yasmine Eslami, Yolke, Yuj  ‘‘Intemporel’’ Wardrobe Selection: Andres Sarda Lingerie, Carine Gilson ‘‘Bain de Mer’’ Wardrobe Selection: Andres Sarda, Anjuna, Aranaz, Asceno, Banago, Bikesea, Casadevera, Chiara Ferragni, Chimi, Fina Plage, Giselle, Juliet Dunn, Lemlem, Lisa Marie Fernandez, Made In Mada, March 11, Mare Di Latte , Marysia, Missoni, Moses, Mr Boho, Muun, Nadia Dafri, Roseanna, Rye, Sensi Studio, Su, The Nice Fleet, Three Graces, Toonovski, Yvonne Waska

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