Quiksilver’s surfer-girl brand inaugurates its first European flagship here today, a 1,400-square-foot unit on the hip Rue Etienne Marcel, known for its denim and streetwear retailers.
“Our choice of location was very deliberate,” said Sophie Nicolet, European brand manager for Quiksilver Europe. “The store matches the fast pace of the street.”
Nicolet said Roxy, which mixes surf sports and vintage-inspired apparel for young women, has two more flagships, in London and Madrid, slated to open within the next two months. The Paris store is owned by Napali SA, a holding company for Quiksilver, Roxy, Gotcha, Hawk Clothing and Raisins.
Roxy sales in Europe rose 45 percent last year to $76 million and are forecasted to reach $93.7 million this year. Roxy represents about 20 percent of Quiksilver’s sales in Europe, versus 30 percent worldwide.
Nicolet declined to provide sales projections for the Paris store. However, sources said it would likely bring in about $2.3 million the first year. Nicolet said Roxy hopes to have as many as 30 stores in Europe within two years, noting that the flagships “will attract many franchises.”
Based on the American model, the Roxy Paris store features bubble lights that change color from blue to red to green and a cashier counter made of beach pebbles. The design evokes the atmosphere of a beach vacation at sunset.
Retail prices range from $31 for an “Aloha” T-shirt to $100 for a pair of flared jeans or a Hawaiian print cotton dress.
“Although many of the products are the same as in the U.S., we have our own design team who create models according to the European trends,” Nicolet noted.
The Roxy store is part of a swell of activewear retailers bowing in Paris and targeting women. Nike just opened two large units with prominent women’s departments, and Citadium, operated by Pinault-Printemps-Redoute, reconfigured its merchandise mix to better appeal to female customers.
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