Le Bon Marché has unveiled a new women's floor dedicated to younger, more accessible fashion — replete with such attractions as an organic juice bar and an in-house denim factory, equipped with state-of-the-art machinery, allowing the customization of a pair of jeans via embroidery, laser or print techniques.

The atelier sits alongside an expanded denim offering that includes exclusive labels such as Kéji, Broken Bow and BLK DNM, as well as a billboard educating the customer about the various cuts — from boot to skinny — and what tops and shoe styles go with them.

A new department dubbed The Sporting Room, with brands such as Adidas by Stella McCartney, James Perse and K-Way also incorporates an innovative space called #Hashtag store, dedicated mostly to brands that are only available online.

The floor also houses a series of multibrand spaces with a hand-picked selection of niche and emerging brands, for which the department stores has created stronger liaisons between its buying and styling teams, making up a total of 34 people.

The retailer, whose customers are 80 percent female, also made room for several pop-up areas that are to change every two to three weeks.

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