Printemps, the department store group, is aiming to celebrate its new identity and showcase its growth in 2021. Despite the challenges brought on by the pandemic, Printemps has recorded a growth of +38% at the end of its latest fiscal year compared to the previous year, signaling a recovery in the business. While sales have not reached the level of two years ago, the group was able to close fewer stores than expected, bringing its portfolio to 16 Printemps establishments, 9 Citadium stores, and 4 websites.
Online sales played a significant role in the company’s success, with a growth of +31% in digital sales and +52% in omnichannel sales compared to 2019. This increase in online activity offset the decrease in physical footfall, which saw a -30% decrease. With these positive results, the Printemps group aims to return to profitability by the end of 2023 or the beginning of 2024.
In an effort to rejuvenate the brand, Printemps has undergone a rebranding process. The company has invested heavily in reconnecting with its image and values, highlighting its innovative, emotional, committed, and inspiring DNA. The new positioning is reflected in an optimized logo, three reference colors, and new interior and exterior signage. The company has also launched a communication campaign called “Everything starts at Printemps,” emphasizing its longstanding history and initiatives.
Printemps is also embracing digital transformation and introducing new features to its online platform. This includes the addition of a second-hand segment and more editorial content. The company has partnered with DressX and is developing a series of NFTs that customers have a chance to win.
To celebrate this new era, Printemps is planning a series of activations, including a festival across its French stores. The festival will feature music, artistic performances, creative workshops, and food trucks. The flagship store in Haussmann is also undergoing a complete reinvention, with the introduction of a second-hand space and the creation of “Hors Saison,” an area dedicated to unsold items from previous collections. Additionally, a space called “Ready-Up!” will be created for fashion and design students, and the establishment’s dome will be transformed under the beach theme. A new restaurant, “L’endroit,” will showcase designer brands, and the Café Vert and Machi Machi bubble tea space will open, along with the launch of a beauty food range.
Overall, Printemps is making strides to revitalize its brand and provide customers with a unique, immersive, and green shopping experience. The company’s focus on digital transformation, engaging activations, and reimagined spaces demonstrates its determination to adapt to changing consumer preferences and establish a strong presence in the retail industry.
Useful links:
1. Printemps Official Website
2. Printemps France – Fashion, Beauty, and More
