Inside the Maison Lejaby boutique in Lyon

TAKING ROOT: Two French lingerie companies — Maison Lejaby and Barbara — are opening their first freestanding boutiques worldwide in Lyon, France.

“Lyon is the cradle of the company; the native town of a sewer named Gaby who created the first bra in 1930,” Maison Lejaby’s recently appointed chief executive officer Jean d’Arthuys told WWD. (The company currently employs around 150 in Rillieux-la-Pape, near Lyon.)

The concept of Maison Lejaby’s 700-square-foot store, located in the city center at 1 Rue des Quatre Chapeaux, is inspired by the universe of British tailoring, the executive explained, noting the use of wooden merchandising units and the very personal service.

The opening coincides with the launch this week of an e-commerce Web site,

“These are two new distribution channels, on top of our 70 corners in department stores worldwide. We want to have a distribution network that is complementary, with channels strengthening each other,” d’Arthuys said. Plans include opening a stand-alone store in Paris in 2016.

It comes after the appointment earlier this year of a new management team, including Pascale Renaux as artistic director and Brigitte Chauchon as international development sales director.

D’Arthuys said the company’s strategy is to position its entire offer on the high-end segment.

Meanwhile, Barbara is to open a 323-square-foot boutique a stone’s throw away, at 54 Rue de Brest. Olivier de Croizant was named Barbara’s managing director in 2014, coming from Aubade Paris.

Separately, trade show giant Eurovet recently revealed it would move its July 2016 editions of the Mode City intimates and Interfilière textile trade fairs to Lyon, in lieu of Paris.

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