Le Printemps store in Deauville was voted best retail concept 2023 at the Retail Days Automne organized by Republik Retail. A fine victory for the network’s smallest store. The store has undergone an unprecedented transformation, returning to its historic layout and focusing on a concept store-style product mix strategy.
The 11th edition of the Sommet des dirigeants d’enseignes event, organized by Républik Retail at the Hôtel Le Royal in Deauville, rewarded, last October, the new concept store format of the historic store in the Normandy town, reopening in May 2023.
In particular, the jury praised the store’s decompartmentalized offering – 85% exclusive and resolutely premium – as well as the services placed at the heart of the customer experience, thanks to a team trained in the entire offering to the highest standards of welcome quality.
A revisited Normandy house
In naming Printemps Deauville the best retail concept of 2023 in France, the Retail Days Automne jury chose to reward the successful renovation of a historic address, following five months of work.
Printemps Deauville was the first Printemps store to open in the region, back in 1912, in order to follow a select clientele to their vacation spot on the Normandy coast.
While the building’s half-timbered facade was renovated in 2019, the interior had not really changed until now.
Despite being Printemps’ smallest unit – 1,200 sq. m – the store was in need of a few transformations, if only to bring it into line with new consumer habits.
As a result, the men’s fashion area has doubled in size, and the range has been enriched with brands cherished by the younger generation (including Palm Angels, Coperni, Ami pour lui, Jacquemus, Farm Rio and Rotate pour elle). One room has even been dedicated to second-hand fashion, under the Second Printemps banner. The store has also responded to customer demand by introducing decorative elements into its offering, drawing on the Maison Sarah Lavoine and CFOC brands.
Management chose to use the concept-store model to reorganize the space and product offering.
The watchword was harmonization. There is no longer any trace of brand corners in concessions, with their heterogeneous colors. The same goes for the teams, as the store’s 55 employees report directly to Printemps.
This also harmonized the sales ceremonial and stepped up the training of advisors.
The distribution of product universes has also been rethought. As a result, the fashion area and related universes have been interchanged. Ready-to-wear has moved to the second floor, while shoes, beauty and jewelry have migrated to the second.
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Featured Photo: © Romain Ricard/Printemps
