Published
September 25, 2026
Paris is stretching its boundaries. As the new season draws to a close, brands are creating spaces that mirror their identities. From Fendi Casa’s arrival to Alohas’ expansion, via Claudie Pierlot’s new concept and Reformation’s next address, the capital continues to reinvent its retail landscape.
Fendi Casa sets up on Avenue George V
Fendi Casa sets up on Avenue George V – DR
Luxury furniture has a new Paris address. Fendi Casa has opened its new flagship on the corner of Avenue George V and Rue Marbeuf, in the 8th arrondissement. It’s a strategic location for the brand, strengthening its presence in France with a space entirely dedicated to its home world.
Housed in a Haussmann-era building, the nearly 300-square-metre boutique, spread over two floors, sets Parisian architecture in dialogue with Roman references. A stone façade, wrought-iron balconies and generous windows meet a contemporary interior designed by Fendi’s in-house Architecture team, inspired by the architecture of ancient Rome.
Inside, travertine, resin and Roman lime plaster form a palette of natural materials and neutral tones. Illuminated columns define the volumes, while a double-flight staircase links the two levels and becomes a defining focal point.
The ground floor is devoted to the day, while the first floor houses the night-time realm as well as spaces dedicated to bespoke projects. A materials library enables visitors to choose fabrics, materials and finishes, while a VIP lounge hosts personalised consultations.
The selection brings together Fendi Casa’s iconic pieces, starting with the Annabelle armchair, shown here in five iterations. The boutique also showcases the new designs unveiled at the latest Milan Design Week, including the Podium sofa by Toan Nguyen, the Chain cabinet by Ceriani Szostak and the Peekachill armchair by Controvento.
Claudie Pierlot turns the store into a home
The new Claudie Pierlot concept – DR
At Claudie Pierlot, it’s no longer just about walking into a shop; it’s almost like stepping into a home. The Parisian house’s new concept imagines a space to be lived in, nourished by two distinctly French references: a family home in Normandy and a contemporary Parisian apartment on Rue des Francs-Bourgeois.
The décor draws on several decades without attempting to recreate a specific era. Softly faded blues, ice-mint greens and powdery beiges form a palette inspired by Europe’s artistic avant-garde and 1960s French cinema.
Mosaics, neoclassical mouldings and pleated sheer curtains create the atmosphere of a lived-in home. The scheme then shifts towards more contemporary references, with a black lacquer table inspired by 1980s rationalist design, a mesh plinth and faux-marble effects.
The furnishings and metal details continue this dialogue between eras. Patinated brass and polished stainless steel mingle with frosted-glass partitions, evoking the minimalism of the 1990s.
The idea is to rediscover, in this new setting, the world of the Claudie Pierlot Parisienne: free-spirited, feminine and urban. It’s a way for the house to make its retail concept a true extension of its wardrobe, turning shopping into a domestic experience.
Alohas doubles down in Paris
Alohas doubles down in Paris – DR
A few weeks after Vienna, Alohas is pressing ahead with its physical expansion, opening a second Parisian address. The Spanish brand has opened its boutique at 80 Rue des Saints-Pères, in the 7th arrondissement, following an initial location at 75 Rue Vieille-du-Temple.
This new address enables the footwear and accessories brand to bolster its presence in the capital and reach a wider clientele. It is another step in developing a physical network that complements its digital model and on-demand production.
Founded in 2015, Alohas has grown around a model designed to limit excess stock. Its collections are produced mainly in Spain and Portugal, with an approach that combines made-to-order manufacturing, contemporary design and digital distribution.
With this second Paris boutique, the brand continues its shift from a digital-first model towards an increasingly structured physical presence, a few years on from its beginnings.
Reformation is already preparing its next Paris opening
Reformation is already preparing its next Paris opening – DR
Paris will have to wait a little longer. Reformation has announced that its next Paris boutique will open in spring 2027, continuing its physical roll-out in the capital.
Since its founding in 2009, the American brand has built an identity that combines womenswear with a reduced environmental impact. It notably champions the use of lower-impact materials and pays particular attention to cuts and finishes.
This new location comes as Reformation is also stepping up on the financial front. In July, the brand and several of its shareholders, including its principal investor Permira, raised €183.7 million at the time of its stock market flotation.
Following the openings already completed, this next Paris address will mark another step in Reformation’s physical expansion. A date is therefore set for next spring.
Copyright © 2026 FashionNetwork.com All rights reserved.