Dior, the luxury fashion house under the umbrella of LVMH, is making waves with its upcoming flagship store on rue Saint-Honoré in Paris. This significant project, in the works for over three years, marks a new chapter for the brand’s presence on the iconic Parisian street. Originally targeting an address at 384-386 rue Saint-Honoré, Dior has now shifted its focus to a new location.
In a bold move in December 2017, Dior opened a pop-up store at 384-386 rue Saint-Honoré, a space previously occupied by John Galliano’s boutique. Positioned alongside prestigious brands like Fendi and Chanel, this area has become a coveted destination for luxury shoppers in Paris. While former plans hinted at a flagship store spanning up to number 396, Dior has switched gears and secured new premises at 261 rue Saint-Honoré and 14/16 rue Cambon, directly across from the original site.
The new 711m2 space, once home to a Roberto Cavalli boutique, is set to become Dior’s flagship store. CEO Pietro Beccari confirmed the closure of the store at 386 rue Saint-Honoré, emphasizing that Dior is not aiming to dominate the street. The future store will cover 925m2, with an additional 214m2 extension approved by the local planning commission. This strategic decision aligns with Dior’s continuous growth in LVMH’s Fashion & Leather goods sector, with improved margins pointing towards a promising future for the label.
As stated by LVMH CFO Jean-Jacques Guiony, Dior’s successful performance has paved the way for further investments in the brand. With recent store openings and renovations in Paris, including the Champs-Elysées and Montaigne locations, Dior is solidifying its presence in the city. This shift on rue Saint-Honoré is not only advantageous for Dior but also sets the stage for other LVMH-owned labels, such as Celine, rumored to unveil a high-end perfumery in the vicinity soon.
By rethinking its flagship store strategy and embracing innovation, Dior exemplifies its commitment to growth and excellence in the luxury retail landscape.
For more information on Dior’s latest developments, visit Dior’s official website.
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