CITY OF LINES: Missoni is back in Paris after a five-year absence with a new freestanding boutique at 48 Rue du Faubourg Saint-Honoré.
Over two levels, the 970-square-foot unit showcases women’s and men’s ready-to-wear, beachwear and a selection of homewares.
“Returning to Paris with a new Missoni boutique was a natural choice, as the French capital attracts significant tourist flows as well as a wide range of activities and events related to the luxury world,” Missoni’s chief executive officer Livio Proli told WWD.
“Our brand has always enjoyed strong appreciation and recognition among French customers, and therefore it was only fitting for us to return to the market locally. We have also renovated our location in Saint-Tropez, and we will soon launch a further expansion plan in Costa Smeralda,” he added.
Proli has identified expanding Missoni’s network of stores, totaling 40 now, as a priority.
The focal point of the new Paris unit is the staircase, its front wall is covered with chromatic wallpaper, while the side wall, reflected in a large mirrored surface, is crafted in three-dimensional metal in Missoni’s signature zigzag motif.
The brand is planning events and activations in the coming months.
As reported, the Italian brand is eyeing revenues of 200 million euros, up from the current 130 million euros, given its untapped potential. The latter figure represents a 5 percent gain on 2024. Last year, adjusted earnings before interest, taxes, depreciation and amortization totaled 20 million euros.
The new Missoni boutique in Paris.
Courtesy of Missoni
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