XXL Maison, unveils its new flagship store in the heart of Paris, marking a strategic turning point in its development strategy. This emblematic store will showcase all the French furnishings brand’s collections, affirming its commitment to its core clientele of design and personalized furniture enthusiasts.
Wagram, a symbolic address for the brand
Founded in 2008 and head of a network of 60 franchise stores with sales of 80 million euros, the brand is making the opening of this flagship store in Paris just before the 2024 Olympic Games a symbol of its forward march.
Located 39-41 avenue de Wagram, close to the Champs-Élysées, this new store uses a 1,000 m² space to showcase all the XXL Maison collections. On two levels, you’ll find unique models for the living room and dining room, as well as bedroom ensembles. A dedicated consulting area will enable visitors to work on customization options without appointment, and to configure made-to-measure creations. In addition to being a showroom, the store aims to be a showcase for the brand’s excellence.
This is reflected not only in the presentation of creations that are renewed every six months. But also through an approach based on advice and support, supported by a range of sales tools (3D configurator, material and fabric banks, design libraries) to guide customers in their choice and personalization process.
More store openings to come
Following this first Parisian opening, a second outlet is scheduled to open in the Marais district of the capital. This time, it will be run as a franchise, the brand’s benchmark growth model. This model has been the foundation of the brand’s success for the past 15 years. XXL Maison then plans to open new locations in France to complete its network. Up to now, this has mainly been in reference shopping centers, which leaves opportunities for new locations in the heart of cities. International expansion will follow.
Heading for New York, Dubai, Seoul, Shanghai, Israel after Brussels, which opened 3 years ago. XXL Maison’s presence at the Milan Furniture Fair enables us to approach international professional customers directly, with a view to this new development project.
The personalization touch
XXL Maison designs all its collections in-house, from sofas and seating to living-room and dressing-room furniture, with 100% European manufacturing. This short, controlled value chain, based on solid suppliers, has enabled us to develop customizable collections.
No furniture is sold as standard at XXL Maison. Customers design their furniture from a basic proposal and play with all the variables: adapting dimensions, veneers and fabric coverings, accessorizing.
This level of personalization attracts the design enthusiasts to whom XXL Maison caters, and for whom it has built up a loyal following.
Strategic shift towards professional customers
Over the past few years, XXL Maison has sought to intensify its sales approach to professional markets, such as hotels, B&B owners and office real estate.
Individuals with large-scale projects are also being increasingly courted through a strategy of partnership with architects and interior designers.
The Paris store had become an indispensable asset for implementing and managing a development strategy from head office that could be replicated throughout the network.
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Photo à la Une : © XXL Design
