The concept store created by the French department store chain is about to open in the Big Apple, in the booming Wall Street district. It is banking on an exclusive offering and experience to attract a demanding clientele.
For its inauguration in New York, on March 20th, the first day of…spring, the Printemps department store intends to make a lasting impression.
First of all, on the inhabitants of the Big Apple, its primary target. This target market can be divided into three categories according to Jean-Marc Bellaiche, CEO of the group: the growing number of residents on Wall Street where the store is located, professionals working for the major fashion, media and tech companies, also increasingly present in the neighborhood, and finally a wealthy clientele looking for novelty and a unique shopping experience.
But the brand, which was founded in Paris in 1865, should also create a buzz internationally, and attract tourists, particularly Americans, Chinese and Brazilians, who are very fond of New York, with this new concept store.
An innovative concept
And suffice it to say that after four years of work and a year’s delay in opening compared to the original date, it has managed to make itself desirable.
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Featured photos: © Printemps
