The company has opened its first Heritage Store, located at 180 East 86th Street in Manhattan, as an homage to the brand’s history. It is filled with personal touches from the company’s past, including a full-size lime green Citroën 2CV, a replica of brand founder Olivier Baussan’s first vehicle, which he drove around the fields of Provence, France, and used to distribute soaps and essential oils.
“In the back of the car — which I modified in order to travel into the fields — is a machine used for distillation,” said Baussan, whose 23-year-old face smiles from a blown-up Polaroid hanging behind the vintage vehicle. “Here, I had rosemary essential oil in the back seat.” The precious juice was contained in a bottle usually used for wine.
Industry sources estimate the 2,500-square-foot outpost — about three times the size of most L’Occitane stores — could generate more than $3 million in its first year. The company did not break out figures.
“This store tells the comprehensive story of what we are from A to Z,” said Baussan, who first introduced the company in 1976. “It brings you into the brand.”
In addition to offering the full range of L’Occitane products, the Heritage Store also features signature services, like skin and hair consultations, hand massages, mini facials and barber shaving. There are also sections on the floor that focus on self-service and “quick picks,” like cheerily packaged lip gloss and hand cream duos as well as sweet tooth-stimulating bar soaps.
“People in this neighborhood were hungry for a L’Occitane,” said Christina Polychroni, senior director of marketing and brand communication for L’Occitane USA. “This store mimics the way we work with the earth. It is built with hands as well as heart. There are meaningful details everywhere you look.”
Throughout the expansive outpost, which was designed to remind customers of a greenhouse, are hand-picked vintage furniture and fixtures, fresh French lavender and oversize hand-painted tapestries. Colors used within the boutique give a nod to the French countryside, while images and information about the harvesting process and traditional distillation methods can be found throughout the floor.
Despite the larger size, Baussan said the goal was to maintain an intimate feeling.
“This store proves we can do a bigger space and still tell our story and feel intimate,” said Baussan, who became inspired to work with natural ingredients, with a focus on sustainability and accessibility, since his days as a student at the University of Aix-en-Provence.
“I started thinking about ecology and started to think about what would be the future for us if we did not,” he said. “There are many more traditions I still want to bring in and stories I want to tell.”
To that end, Baussan said he is proud to have worked with local farmers in places like Africa and the island of Corsica to help create jobs by interpreting traditional processing techniques and focusing on education.
“The goal is to stimulate local economies,” said Baussan, whose company currently employs more than 12,000 women in Africa through the harvesting of brand staple shea butter. “Every single product we have was made with a sense of respect for cultures, ingredients, nature and methods. ”
The new store, which officially opened its doors on Oct. 25 and drew a line of people around the block, is the brand’s 12th New York City outlet. Another 2,500-square-foot store, dubbed the brand’s flagship, is set to open in December in the Flatiron area. It will be L’Occitane’s 13th store in the city.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)