By  on August 31, 2007

PARIS — Updating its brick-and-mortar image, French cataloguer La Redoute has unveiled a new-look women’s fashion boutique here dubbed So’Redoute.

The 2,150-square-foot shop debuted Wednesday at a new shopping mall in suburban Thiais, which also has tenants such as Ikea, Fnac and Nocibé. La Redoute, part of French retail and luxury giant PPR, had already tested the new merchandising concept over the past year in the French cities of Englos and Strasbourg.

With contemporary fixtures and accent shades of green and gray, So’Redoute shops are designed to showcase the retailer’s proprietary brands and seasonal trends in a legible manner. Clusters of mannequins and table displays highlight such items as smock dresses, leggings, layered knits, blousons and ballerina flats.

La Redoute has operated some 22 boutiques in France, all but eight of which have already been shuttered to make way for the new concept. A spokeswoman for the firm declined to give a rollout schedule, but said the company is actively scouting locations. About 40 percent of La Redoute’s sales are via the Internet.

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