Spanish Inditex Group opened the doors of its flagship store Massimo Dutti on the Champs-Élysées in Paris. The relaunch of the retail space took place five months after the renovation. The store has 5,350 square feet and located in a prime location and neighbors the Louis Vuitton hotel under construction.
Inditex has recently invested in the active development of the Massimo Dutti retail network in Europe. The brand has opened in London, Zurich, Vienna and Brussels. In the Spanish giant’s portfolio, it is the improved and more expensive big brother of Zara, which is finding more and more customers around the world.
The interior of the new store follows the brand’s new retail concept. It uses calm tones, curved shelves and recessed lighting to create an image of affordable luxury.
“The collections are small, last longer, are not about noise. It’s not only for one night and it’s not fast fashion,” the company said. “The material is very selective, for the price and for the quality.” The brand works with the same suppliers and producers within the Inditex family.
The first floor of the store is dedicated to men’s fashion, while the second floor houses women’s collections of clothing and accessories.Massimo Dutti also plans to use the large and spacious courtyard during the warm season.
The concept was to make the retail experience feel “very soft, very familiar” for the consumer. While the Zara flagship just steps away has put a focus on self-checkout, the Massimo Dutti store still has a human touch.
As of the fourth quarter of 2023, Inditex Group operates 600 Massimo Dutti stores in 72 countries. The brand’s flagship store in the United States is located on 5th Avenue in New York. The brand has 25 stores in China, and sales results in recent years have been impressive.
