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Longchamp set to unveil first freestanding men’s boutique

FashionBy Sunday World
Longchamp set to unveil first freestanding men’s boutique

Longchamp is about to unveil its first freestanding men’s boutique.

The French luxury leather goods company was founded in Paris in 1948 by Jean Cassegrain, and has since gone on to build a reputation for quality handbags, including the company’s innovative Le Pliage foldable bag.

And in a move to boost their connection with the male consumer, Longchamp is to open a men’s store inside their new Rue Saint Honore flagship.

“Paris is our stronghold,” said chief executive officer Jean Cassegrain to WWD, grandson of Longchamp founder Cassegrain, adding that he hopes the new store will offer a “compelling” shopping environment for both men and women.

The 7,500 square feet of selling space will open at the end of next month (Sep16), directly across the road from the temporary store which housed the brand during construction.

As well as a defined men’s offering, the new shop will feature a three-level women’s unit, a full floor devoted to the Pliage style handbag and another for ready-to-wear and shoes.

Cassegrain hopes the new floor area will boost Longchamp’s shoe sales, which is a growing category for the brand.

“We didn’t have the space to showcase clothes and shoes properly. This is going to help support these two categories,” he explained. “I think it’s a sign of confidence, and we see potential. Shoes are even closer to our DNA. Footwear is a dynamic market and I think we have an opportunity.”

While Cassegrain did not discuss sales projections for the firm given the uncertainties in Paris, which has suffered a decline in tourists in the wake of recent terror attacks, he noted that the store on Rue Saint Honore attracts more locals than its flagship on the Avenue des Champs-Elysees.

The fashion house, which is still privately owned and managed by the Cassegrain founding family, will officially open the new store on 4 October (16).

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