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PARIS — It’s a man’s world at the Palais de Tokyo in Paris, where a new trade show for men’s products opened on Thursday night.

Le Salon de l’Homme offers 60 brands in four categories: fashion, sports, lifestyle and toys, encompassing everything from watches and cigars to electronic gadgets.

Unlike other shows, Salon de l’Homme is targeted at consumers.

“It’s really a mega pop-up store,” said Caroline Clough-Lacoste, who started the event with her brother Antoine Lacoste and Jérôme Dernis of, adding that she expects 15,000 visitors by Sunday night, when the fair ends its four-day run here.

The fair is expected to appeal to the man who is “always busy, always traveling, who loves fashion and is interested in various products,” Clough-Lacoste said. “There are a number of separate shows for watches, wine and automobiles, but nothing under one roof,” added Clough-Lacoste, who is also the founder of Art Paris, a contemporary art fair.

Among the exhibitors is Cifonelli, the bespoke Parisian tailor that presented its first ready-to-wear collection, as well as shoemaker Maison Corthay, swimwear brand Vilebrequin, and Ami, a buzzy Paris-based men’s label. Non-fashion brands include BMW Motorrad Paris and Boom Art, which specializes in surf and skate boards.

“This is a great opportunity to communicate directly with the end consumer,” said Ami designer Alexandre Mattiussi.

Clough-Lacoste said it took five months to put the event together, and it was financed by her and her brothers.

“The second Paris edition will run around the same time next year to coincide with the holiday shopping season. And we have plans to take the show to Miami in November 2015 and to Dubai in 2016,” she said.

Salon de l’Homme also features a series of daily conferences and roundtable discussions on topics close to a man’s heart, such as aging and genetics, wine and nutrition.

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