Accessories brand Topologie is increasing its presence in Paris and has plans for expansion throughout Europe. The French-Japanese brand recently opened a retail corner at Citadium Caumartin, a department store specializing in urban and sportswear. The 30-square-meter space showcases Topologie’s urban-style bags and signature telephone cords with small carabiners, which are inspired by climbing equipment.
Topologie is now turning its attention to co-designed products with its new collection called Wares System, which offers full customization. This move reflects the brand’s commitment to engaging with its customers through a retailtainment strategy, aiming to create a fun and enjoyable shopping experience. Customers can customize the size, material, and color of their phone cords, as well as choose their desired carabiner and phone case, allowing them to create their own personalized product.
The concept of total customization was initially tested in Topologie’s flagship store in Tokyo’s Harajuku district, and due to the positive response, the brand decided to expand and replicate the experience on a larger scale. In February, Topologie will open a shop-in-shop at the Galeries Lafayette’s Haussmann branch in Paris, featuring modular furniture and a multi-purpose shelving solution designed in Milan. This space will also allow customers to take selfies with their creations and see them displayed in the store’s mirrors.
While Topologie currently generates half of its sales in Japan, the brand has set its sights on expansion into Western markets. In France, Topologie is available at 13 multibrand retailers, and the brand plans to be commercialized in a further dozen stores across Europe by 2023, including Belgium, the Netherlands, and Germany. Topologie has a worldwide revenue of $25 million, with €500,000 coming from France. Half of the brand’s revenue in France is from the wholesale channel, while the other half is from online sales. Topologie heavily invests in its direct-to-consumer (D2C) business model and reinvests 30% of online sales.
Topologie’s success can be attributed to its ability to cater to the needs of contemporary consumers who heavily rely on smartphones. The brand’s bags and cords are manufactured in a Chinese factory near Shanghai. In January, Topologie plans to introduce a printer in its Tokyo flagship store, allowing customers to decorate phone cases with on-demand patterns created by mangaka artists. The brand also plans to launch a pet accessories line next year after collaborating with Taiwanese label Sputnik to release a series of leashes and harnesses for dogs. Additionally, Topologie is considering expanding into ready-to-wear and developing a collection inspired by climbing, also designed with co-design in mind.
With a staff of approximately 60, Topologie is well-prepared for further growth in the accessories market. By focusing on customization, engaging retail experiences, and expanding its product range, Topologie aims to solidify its presence in Paris and successfully expand across Europe.
To learn more about Topologie, visit their official website here.
For more information on the Citadium Caumartin department store, click here.
