BEYOND THE CITY: Citadium is ready to expand — virtually. The urban apparel megastore, which has two branches in Paris, is extending its reach nationwide with the launch of an e-commerce site. Featuring 5,000 references from 137 brands, ranging from established labels like Adidas Originals to newcomers like Kling, is scheduled to go live on Sept. 18.

“Eventually, we aim to extend sales to other countries within the euro zone,” said Citadium director Sophie Bocquet. “Our core clientele of 15- to 25-year-olds are digital natives. These are people who spend on average 15 hours a week on the Internet. It was important for us to adapt to their method of shopping.”

In addition to men’s and women’s apparel, the Web site will feature a blog and a space where users can upload photos of their street style looks, as well as contests run in partnership with featured brands. Citadium, which has 70,000 Facebook fans, joined forces with Wad Magazine to cast 27 amateurs as ambassadors of the site.

The retailer will offer free delivery to parcel delivery outlets, and free home shipping for purchases of more than 100 euros, or $126 at current exchange.