PARIS — British brand Damson Madder is taking over Paris with its most ambitious physical deployment to date, opening its first European retail experience alongside a dedicated showroom and Galeries Lafayette shop-in-shop.
The multipronged strategy is timed to coincide with the launch of its pre-fall collection and benefit from the buzz of the city’s summer solstice Fête de la Musique.
The activations include a four-day pop-up in the Marais district opening Friday, which will then transform into its first stand-alone wholesale showroom during Paris Men’s Fashion Week.
A temporary store at Galeries Lafayette Haussmann, featuring the same retail concept, opened June 9 and runs through the end of the month.
The London-based label is using these Paris activations to gauge demand in its second-largest market, while laying the foundations for a more permanent presence, said founder and chief executive officer Emma Hill.
