Boon’s new showroom inside Paris’ Printemps department store aims to increase visibility for indie fashion brands while creating a unique shopping experience.
In a strategic move to bolster the visibility of independent designers, multibrand showroom Boon has launched a new retail concept space within the renowned Printemps department store in Paris. This initiative aims to enhance the reach of the brands they represent, including Joe Chia, Sean Suen, Abaga, Rhyzem, ABOAB, and Campillo.
Helena Perez, the director of sales and business development at Boon, emphasized the challenges faced by indie designers in today’s competitive fashion environment. Speaking to Women’s Wear Daily, she noted, “As a fashion showroom, it’s this idea of trying to bring closer to the consumer what we do for professional buyers.” She pointed out that often “the most beautiful pieces in the collection stay on the rack,” and that “the consumer never has access to see the full universe of the brands that we work with.”
The new space is situated on the first floor of the men’s luxury department in Printemps, a choice that reflects Boon’s intention to tap into a curated shopping experience. The design, conceived by Boon’s creative director Kristofer Kongshaug and Studio Rotollo, features walls covered in a warm sunset-hued fabric by Italian textile house Dedar. This aesthetic choice aims to create an inviting atmosphere that deviates from traditional retail spaces.
Boon has been a player in the fashion industry since its founding as a wholesaler in 2007, expanding to include representation of art and design pieces. The new showroom is not only showcasing fashion but also an array of home interiors including furniture and decorative items from various designers. Items from Stefano Giacomello, Cultivation Objects, Atelier Madirazza, ERM Studio, and others are displayed, available for purchase alongside candle holders from Adrian Cruz and ceramics from Mathieu Frossard and Humble Matter.
In a bid to sustain dynamism, Boon plans to host monthly guest designers and collaborations. The decision to partner with Printemps stemmed from the department store’s impressive curation of emerging designers and willingness to embrace new retail approaches. Perez acknowledged Printemps’ commitment, stating, “Everybody was thinking that the department stores were kind of dying, but they really stepped up their game.”
As the brands Boon represents cater to the luxury market, bringing together fashion, art, and design aims to provide these designers with a competitive edge. Perez highlighted Joe Chia as an example, noting that consumer inquiries directed to the showroom often went unanswered due to the absence of a retail presence in Paris. Similarly, Campillo, which showcases collections in New York, lacked visibility in the Paris market.
Boon’s core network predominantly consists of industry professionals, and establishing direct communication with consumers presents new challenges. Perez recognizes the current climate, stating, “In the difficult times in the industry, buyers will move toward recognized names.” This has prompted many to focus their collections around established brands and basic styles. The result has been a cycle of markdowns in retail that further complicates the landscape for emerging designers.
Despite these adversities, Perez remains optimistic about the industry’s trajectory. She noted a gradual change, with buyers beginning to embrace new designers again, although the excitement that characterized pre-pandemic buying behavior has not yet fully returned. She emphasized the need for a balance between commercial and innovative designs, stating that limited buying “loses the discourse” linked to new designers.
Initially focusing on menswear, Boon has future plans to expand into womenswear should the project succeed. The ultimate aim includes potentially replicating this retail model in other global markets, while continuing their wholesale operations. As Perez concluded, “This is a business. We have to prove the sell-through of our brands to grow. We are sure that our designers have the talent and we have the product with amazing quality.”
Source: Noah Wire Services
