PARIS — Fast-growing Saint Laurent is doubling up in Miami.
The French fashion house, already present at Bal Harbour Shops, is today opening a two-level unit in the Miami Design District on the eve of Art Basel Miami, which attracts scores of big spenders — and partiers — every December.
“The south Florida market represents a key opportunity for the brand and our business in the Americas region,” said Francesca Bellettini, chief executive officer of Yves Saint Laurent. “We have experienced consistent, strong growth over the last few years and believe that the recent development within the Miami Design District — combined with our current brand momentum — makes it an ideal time to open this new boutique. Additionally, we have witnessed the strategic impact that Miami has on our quickly developing business in South America.”
The new Miami unit brings to 31 the number of stores Saint Laurent operates in the Americas region, its second-largest market after Europe.
The brand counts 23 stores in the U.S., five in Mexico, two in Canada and one in Brazil.
Saint Laurent plans to keep investing in the Americas region “as it represents a key opportunity in all categories and channels,” Bellettini said.
Boston and Las Vegas are among cities slated to get Saint Laurent boutiques in 2017, she added.
The new Miami unit is to showcase Saint Laurent’s full range of products including ready-to-wear, leather goods, shoes, sunglasses and jewelry for men and women. These include some limited edition items from the first Saint Laurent collection by Anthony Vaccarello, who succeeded Hedi Slimane as creative director last April and showed his first women’s collection on the Paris runway last September for the spring 2017 season.
The boutique follows the existing Saint Laurent décor template, referencing the French Modernist movement of the early 20th century and employing Art Deco materials. Floors and walls are paved in white statuary marble and black silk marble, while fixtures come in polished brass, glass, leather and nickel-plated brass. Clothing rails descend from the ceiling.
YSL declined to indicate the size of the unit.
Bellettini noted that the store concept evolves constantly based on the “surrounding environment, preexisting architecture, and geographic location.”
She described the Miami Design District boutique as “streamlined,” and accentuated with concrete columns by Eric Slayton and African-inspired seating.
“We also incorporated vintage furniture in order to enhance the atmosphere in each room. We utilized eclectic styles and combined different eras and materials — from Pierre Jeanneret to Pierre Chareau,” Bellettini said, referring to Swiss and French architects known for their striking furniture designs.
In the third quarter, revenues at Saint Laurent were up 33.9 percent thanks to its permanent collections and good response to new handbag models such as the Sunset Monogram. Retail sales were up 34 percent and wholesale revenues gained 36 percent.