Gallery: Paris flagship stores – Sephora, Galeries Lafayette, JD Sports and Etam

Sephora: making the customer a VIP

Beauty specialist Sephora reopened its Champs-Élysées flagship late last year after a revamp designed to show off, in the words of chief executive Guillaume Motte, its “largest and most complete offer in the world”.

Improvements have been made to the practical aspects, such as lighting, in order better to showcase the products, but customer experience is now the star of the show. Shoppers enter along a red-carpeted aisle to underline that customers are “the true VIPs”; they are even clapped in by staff at opening time.

The store references the architecture of Paris with a canopy that recalls the city’s 19th-century, glass-covered arcades, while the entrance to the Beauty Hub represents “an Arc de Triomphe of beauty”, according to Sephora Europe and Middle East president Sylvie Moreau.

Featuring Sephora’s own and exclusive products, the store also showcases other brands, that can work in partnership with the retailer to create eye-catching and engaging bespoke spaces near the store’s entrance.

JD Sports: a disciplined approach

Since making its debut last weekend, JD Sports’ Champs-Élysées flagship has already beaten expectations for the opening period as shoppers flocked to seek out the latest sneakers and associated fashion.

Chief executive Régis Schultz says the store “is what we consider a true flagship”, pointing out particular aspects, such as the use of digital displays. 

Product is displayed by brand and gender, with footwear on the ground floor and apparel above, and the retailer takes a “lifestyle” approach rather than sports specialisation.

JD Sports puts great emphasis on the quality of its wall displays and the speed with which it can get a pair of shoes from stock room to customer. “We’re very disciplined,” Schultz says.

The store has opened ahead of some big sporting events this summer – including the Paris Olympics – which should give the sports retailers a boost.

Galeries Lafayette: mixing modernity and tradition

The landmark department store is constantly refreshed to showcase the products in the very best light and create a sense of newness. This alongside famous features such as its glass dome – a destination in its own right. It’s so popular that visitors book time slots to visit the iconic Art Nouveau dome, which dominates the shop.

The retailer has recently opened a transformed beauty and wellness department on the ground floor. The Beauty Store section highlights 10 top brands each week, creating a buzz of excitement for shoppers. A gym is also featured – the first time a department store has launched such a concept, according to Galeries Lafayette.

Galeries Lafayette has revamped its concessions to several duplex formats, updating the layout and selections on offer.

Etam: embracing digital efficiencies

The lingerie specialist’s Paris flagship has increased focus on in-store efficiency, says chief development officer Jose Gomez.

Staff are equipped with digital devices, including tablets, to collect customer data and log them, in according to their measurements. This enables staff to better offer advice on such as style and colour.

Shoppers can also request assistance from inside fitting rooms using special screens, and payment can be made from anywhere in-store rather than at a checkout.

As the Olympic Games draw near, Etam has drafted in special ambassadors for its sports range, such as tennis player Caroline Garcia, the 2022 WTA Finals champion. 

Retail Week visited the stores featured as part of this year’s World Retail Congress held in Paris.