Desigual Sets Up Shop in Paris

Desigual showcased its summer footwear collection on Thursday in its first dedicated shoe shop, located at 137 Rue du Faubourg Saint Antoine in Paris.
 
The company quietly opened the unit earlier this year. “This is our pilot store. If it does well, it will be followed by others,“ said Adel Ghommid, Desigual’s footwear sales country manager.
 
He lauded the Right Bank location, predicting, “This street is about to become ‘shoemaker alley,’ with Kickers and Clarks a pavestone away.”
 
The store’s décor was inspired by Desigual’s Barcelona showroom with vintage merchandising tables and a domed ceiling made of colored bottles.
 
Measuring 430 square feet, the store showcases a collection of 45 vibrantly hued, boldly patterned shoe styles, as well as Desigual bags, scarves and jewelry.
 
Desigual’s shoe collection is available in about 460 doors in France. Bestselling items include ballet flats priced at 54 euros, or $83 at current exchange, and pumps with wedge heels, Ghommid said.
 
Footwear generates about 6 percent of Desigual’s total business globally. Down the road, the category could represent up to 20 percent of sales, according to Ghommid.
 
To fuel the footwear growth, a Desigual shoe selection designed by couturier Christian Lacroix hit stores about two weeks ago. Another capsule collection of eight styles with the designer is in the pipeline for the fall ’12 season.