What: La Samaritaine Rivoli is repositioning its product offerings to appeal to a younger clientele.

Why it is important: The store is opting for a more dynamic and youthful approach after it suffered from the Covid crisis, particularly impacting its Asian clientele who couldn't travel as planned, as well as the political strife and labour disputes.

The department store is debuting its “Sneakers Lounge”, located on the first floor of the Rivoli building, which offers a curated selection of brands such as New Balance, Dr Martens, Veja, and Vans, along with socks and shoe maintenance products. With a modern and minimalist design, the store aims to provide urban and trendy footwear options. On the ground floor, two pop-ups are present, featuring K-Way and Rains. K-Way showcases its R&D collection, while Rains presents a surrealistic design concept with stones climbing the walls to create unexpected shelving for bags and accessories. The pop-up stores will run from October 3rd to 31st.

Levi's, a renowned denim brand, has also been invited to set up a special corner on the first floor. This Levi's space offers a premium denim experience with customized merchandising, exclusive collections, and collaborations. The store provides an immersive fitting room experience and iconic Levi's decor to celebrate the brand's 150th anniversary.

La Samaritaine Rivoli reviews its product positioning