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Translated by
Nicola Mira
Published
Apr 28, 2017
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Victoire opens string of sea-resort stores in France, California, Italy

Translated by
Nicola Mira
Published
Apr 28, 2017

Long-standing Parisian concept store Victoire, specialised in high-end designer fashion, is on the move. For its expansion, the retailer is targeting sea-resort locations. Last year it opened a franchised store in Punta del Este, Uruguay, and in 2017 no less than three new stores are being added to the network, two of them having already been opened in Biarritz, France, and Malibu, California.


Inside the new Malibu store - Victoire


Both stores extend over approximately 70 m2 and are operated via a franchising licence. The third opening will take place in the second half of the year, and it will be a directly owned store, as Victoire will land for the first time in the resort town of Portofino, Italy.
"Our current idea is to expand by opening stores in resort locations. We are heading for places where people still think about shopping, where they can forget about the internet for a while, and where buying is still a pleasure," said Gilles Riboud, who is in charge of Victoire.

The multi-brand retailer was founded in the 1960s and is still firmly anchored in Paris, where its five stores benefit from a very international clientele. The chain now operates 14 stores altogether, after recent openings in France (in Lille, Lyon, Megève and Saint-Tropez) and in the Caribbean island of Saint-Barthélemy.

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