PARIS — Le Bon Marché is showing some bonhomie to Balthazar — its men’s wear department — by devoting more space to high-end tailored brands and shoes.

This story first appeared in the May 17, 2010 issue of WWD. Subscribe Today.

The LVMH Moët Hennessy Louis Vuitton-owned department store on the Left Bank here is clearing an additional 30,140 square feet in the basement (formerly the stationery section) for its men’s wear department. The department store will unveil the revamped 44,000-square-foot men’s wear space in September.

“Men’s wear is a growth sector for the store,” said Le Bon Marché deputy chief executive officer Bruno Villeneuve. “We intend to go higher end.”

Premium tailored brands Loro Piana, Brioni and Corneliani are to be added to the store’s portfolio of brands, while the shoe department will quadruple in size for what Villeneuve bills as the “most beautiful men’s shoe offering in Paris.” To mark the occasion, a Paul Smith pop-up corner will also claim space for four months.

Meanwhile, Le Bon Marché recently unveiled a new stationery department, which it moved to the second floor of the store.

According to Villeneuve, men’s wear generates about 20 percent of Le Bon Marché’s sales.

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