Vans has opened Vans Le Marais, a new flagship retail store in Paris, even as parent company VF Corp. continues to shrink the brand’s global store footprint.
The new location is Vans’ second “Community Store” concept in Europe, following the opening of a similar store in London’s West End. Positioned in what the company calls one of Paris’s “most culturally influential neighborhoods,” the space aims to blend a premium retail experience with local creative and community events.
Inside Vans new Le Marais store in Paris. Photo courtesy of Vans.
This move comes as Vans works to reverse a multi-year sales decline. In its most recent quarterly results, Vans’ revenue fell 9% year-over-year. However, parent company VF Corp. noted this was a sequential improvement over previous quarters, attributing the progress to new products attracting consumers during the back-to-school season. VF Corp. has been actively working on a turnaround plan for the brand, which has involved closing approximately 20% of its global stores over the past two years.
While VF Corp. leadership has signaled that future store expansion will be measured and the net number of stores may continue to decline slightly, the Paris opening represents a strategic effort to build brand heat at the top of the style funnel. The company is focusing on key global cities that influence international trends.
Vans’ new store in Paris. Photo courtesy of Vans.
The Le Marais store, designed by architect Andrea Caputo, features a 170-square-meter retail space and a 200-square-meter open-air courtyard intended for cultural programming. It is the only store in France that will carry the higher-end OTW by Vans product line and other exclusive collaborations, positioning it as a destination for style leaders and collectors.
The store will also feature a curated selection of partner products from brands like The Great Frog, Rough Trade and local Parisian apparel brand CLASSIC Paris.
“Paris has always been a global engine for creativity, so opening Vans Le Marais here feels natural,” said Andreas Olsson, GM of Vans EMEA, in a statement. He emphasized the location is more than a retail space, but a “community hub” intended to connect with local culture.
Photo courtesy of Vans.
This strategy aligns with broader brand efforts to generate newness and excitement. VF Corp. executives have pointed to positive results for collaborations like the Valentino Garavani collaboration and strong demand for relaunched products. The brand has also shifted its marketing focus beyond skateboarding to include surfing and appointed pop star SZA as an artistic director to influence future product and marketing.
Photo courtesy of Vans.
Tiffany Montgomery can be reached at tiffany@shop-eat-surf-outdoor.com.
