Fusalp opens its first flagship store in Paris’ Golden Triangle

Fusalp, the French ski brand that combines technicity and fashion, is beginning to move upmarket. On the agenda: an extension of its offer, multi-sector collaborations and, above all, an overhaul of its network of physical points of sale. And already a first meeting at the summit with the opening of a flagship store on Avenue Georges V.


Fusalp has just inaugurated a Paris flagship store at 44 avenue Georges V. This address is just a stone’s throw from the boutiques of established luxury brands such as Louis Vuitton and Hermès.


But the urban-chic French ski brand from Annecy isn’t content with stepping on the toes of the big names by setting up shop in the most prestigious arteries. Like them, the ski and après-ski clothing and accessories label also relies on technology to offer particularly innovative customer experiences.


A state-of-the-art boutique within the boutique


Fusalp has just made its new artistic collaboration official, like a mise en abîme of its trade as a ski and après-ski retailer. After teaming up with two LVMH group companies (Zenith and Pucci) in 2022, the creator of the ski pants has teamed up with design agency Crosby Studio.

Here, we’re not talking about a 9,700-euro watch with an exclusive Defy Midnight model alongside a ready-to-wear collection, but a temporary phygital installation in an unusual context. Usually, such an initiative would have taken place in a department store or in an unusual space.


Here, on the contrary, the pop-up store is grafted onto the physical boutique, multiplying the impact on the customer experience and engagement on social networks. It’s a virtual fitting room using augmented reality, a technology that adds images or additional information to real elements.

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Featured Photo: © Fusalp

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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