Santiago Cuchy dreamed about it since he took the reins of the brand in France in 2008, and the birth of this project, “his baby” was announced a few weeks ago but now is becoming a reality; the project is taking shape with Tommy Hilfiger positioned on the popular Champs Elysees avenue.

Tommy Hilfiger S/S 2010

The American brand therefore multiplies its efforts for enhanced brand image positioning. "We endeavor that this store becomes the European sister of our shop on Fifth Avenue,” Tommy Hilfiger confirms.

Thanks to this new shop spreading under 1000m², Boss is one of the few labels that has avoided the need for commission authorisation for its installation.

With a scheduled opening for autumn 2010, the flagship store will host a wide range of men’s, women’s, children’s wear, accessories, Tommy shoes and of course Hilfiger Denim. It even seems it will take over from the shop on Rue Saint Honoré, which is up for sale.

A distribution network adjustment included a succession of successful openings last year and the closure of its Saint Tropez address last March due to over-the-top rental conditions. The Swatch group’s watchmaker Tissot does the same for its distribution, and opens a 60 sq metre shop a few metres away from Hilfiger’s.