This was one of the main projects underway since the Beaumanoir group bought Morgan in 2009. The idea has now been materialised in the shape of new flagship store on the Champs-Elysées, set to launch this Thursday and open to the public as of Friday. Only 10 metres away from the brand’s previous flagship on the avenue, the two-story boutique will cover a total area of 550 square metres. According to Morgan’s marketing director, Hervé Bailly, the flaghsip will also unveil the brands’s new “sublime” store concept, designed by Saguez & Partners.

Entrance to the new Parisian store

For Luc Mory, Morgan’s CEO, "the event is less about the opening of a flagship than about what it truly represents. It is the concrete vision of a global project on which we have been working since the buyout". Conceived in 3 stages over the course of three years, the project is now awaiting the beginning of its second phase once its style, product quality, image and communications have gone through renovation in 2012.

"We needed to renew the client shopping experience which wasn’t very strong. The previous concept dates back more than 10 years”, Luc Mory explained. The new layout is more glamorous in order to capture this “French sexiness” which everybody uses to describe Morgan. For the new Parisian flagship, as well as other stores to come, this will consist of two main features. The first one is the “dramatisation”, with “great architectural constructions such as the monumental staircase, the star-studded ceiling, the big screen at the entrance and the crystal lights”, said Hervé Bailly.

The second feature will focus on new technology, aiming to create a feminine, modern and interactive atmosphere. In addition to the screens, clients will also be able to play with the “magic mirrors” which will show the brand’s various looks and the person’s image. Customers can even take a picture of themselves and share it with their friends via social networks. The new Morgan flagship wants to surprise clients.

First floor of Morgan's new flagship on the Champs-Elysées

This chic new concept, decorated in gold, black and brass, will become the standard look of the brand’s group of stores, which currently consists of 289 points of sale including corners. Store launches will carry on throughout 2011, mainly thanks to the affiliation, with the aim to be operating 500 points of sale in total by 2016. Two thirds of sales are currently made in the French market, but Luc Mory said that the label wants to accelerate its international growth.

In Europe, the brand is set to launch a dedicated e-commerce website in 2012. It also plans to expand its presence in Asia via distribution licences and store openings, especially in China where Morgan already runs 6 stores. “The international strategy is multichanneled and progressive, which allows us to test our website or wholesale in markets where we want to develop our retail business”, explained Luc Mory.

The CEO also pointed out that Morgan has become profitable once again. He expects the brand’s turnover to reach 200 million euros by the end of this fiscal year (February 2012), which is double the amount of its turnover at the time it was purchased. “The first half of the year went well, with a 20% global growth. In other words, we are doing better than consolidating the good performance from last year”, said Luc Mory. The outlook is very positive, even if he admits that "winter will be complicated, but that is the case for everybody.”