After one year of delay, Le Printemps Doha, the first store of the French group abroad, will open its doors this fall in Qatar.
French department store Le Printemps is moving into the renovated historic center of the Qatari capital, in the heart of a brand new complex that includes a 5-star hotel and an amusement park. Announced in May 2019, this opening is part of an expansion strategy that includes opening five to ten stores abroad by 2030.
The building’s 40,000 sqm of space, dispensed over three floors, makes it the group’s second largest store, after its flagship on Boulevard Haussmann in Paris. Printemps Doha wants to target a local and regional clientele with strong purchasing power and 70% women, says its director Thierry Prevost.
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To differentiate itself from the many competing malls already established in Qatar and the Gulf, the French retailer is banking on its size and on “a very diversified premium and luxury fashion offer“, including some 500 brands, of which more than 150 are exclusive, as well as local designers.
With 500 employees, Printemps Doha will also focus on its home, children’s and beauty sectors, the latter accounting for up to half of sales in the Middle East compared to 10 to 15% in Europe. The service offer is also very developed, from the “personal shopper” to the possibility of ordering directly from Paris, or even offering private events in the center of the department store.
“The more we move upmarket, the more personalized the service, and we are already targeting customers who are used to living in a 5-star environment,” says Thierry Prevost.
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Featured photo : © Printemps
