View Slideshow

PARIS — Daniel Cremieux, the French sportswear company, has projects piling up left and right, from a new boutique on the Boulevard Saint-Germain here to a planned women’s wear line.

Daniel Cremieux and his son, Stephane, inaugurated the 800-square-foot shop, just next door to Brasserie Lipp and across the street from Café de Flore, with a cocktail party Tuesday evening.

The shop, which has hardwood floors, black lacquered cabinets and retro Seventies stone walls, was designed by Cremieux’s in-house team of architects. It will serve as the model for the brand’s future stores, including Cremieux’s first independent foray across the Atlantic.

“We hope to open in Manhattan by the end of 2006,” revealed Stephane Cremieux. “We also want to open in Miami. It’s important that we expand into the United States on our own.”

The Cremieux label already is carried in some 330 Dillard’s doors, where it has performed steadily in recent years.

Besides its own five stores in France, Cremieux is stocked in 120 doors in Japan with partner Joi’x Corp., and a growing number of doors in China and the Middle East, via other partnerships.

Children’s wear and home products are among the brand’s extensions in the last year. Stephane Cremieux said both show promise and will be developed further in the near future.

Women’s wear is another important opportunity. “We are developing it right now,” he explained. “We expect to launch it next year in Paris, and then roll it out in Japan, China and America.”

Cremieux said the Saint Germain address — which carries only the company’s men’s designs — was particularly dear to the firm.

“It took us 10 years to land this space,” he said, adding that the company expects the store to have sales of 1 million euros, or $1.28 million at current exchange, in the first year. “We always wanted to be here. This is the heart of literary Paris. It’s a mythical address.”

Cremieux said he sees more room for the brand to expand its own retail world, especially with the high-end Silver Label collection that is not stocked by Dillard’s.

This story first appeared in the May 25, 2006 issue of WWD. Subscribe Today.

“A man from Washington, D.C., came into the store today and dropped 3,000 euros on merchandise not sold in the United States,” Cremieux related. “That’s an example of the opportunities we have.”

To wit: Cremieux said he is hunting for another location in Paris, preferably on Rue du Faubourg Saint-Honoré or Avenue Montaigne. “Either of those addresses would be a perfect showcase for all of our products,” he said.