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GREEN SHOOTS: Petit Bateau has opened a second pop up store devoted to its men’s and women’s collections in Shoreditch, east London, following one in Paris last fall. The 830-square-foot store and showroom — which bowed on Charlotte Road last month, will stay open through March 13. It has been created in collaboration with the London designers Wayward Plants, with greenery placed amid the store’s graphic fixtures. The men’s and women’s collections, designed under the artistic direction of Gildas Loaec and Masaya Kuroki of the Paris label Maison Kitsuné, take a quirky approach to Petit Bateau’s design heritage.
“We want to aim at new, trendy customers: Their consumption has changed, they’re looking for quality now and not throwaway brands,” said Lempereur. The adult collections currently make up 30 percent of Petit Bateau’s business, with the plan for them to grow to 50 percent of the business, said Nathalie Lempereur, the brand’s collections director.
As for the brand’s next steps, Petit Bateau will launch a Russian transactional Web site for all its collections in mid-May, along with a second boutique in the country. There are also four boutiques set to open in Japan — Petit Bateau’s second biggest market after France — over the next three months. Store are set to open in Indonesia and China later this year.