What: Merci launches a new stand-alone brand inspired by Au Vieux Campeur’s archival identity, targeting urban consumers.

Why it is important: The international expansion plans for Merci and Au Vieux Campeur illustrate the growing global appeal of niche, concept-driven retail brands

Merci’s latest initiative sees the Parisian concept store launching a stand-alone brand rooted in the heritage of Au Vieux Campeur, a retailer with nearly 80 years of history in technical outdoor gear. By drawing on decades of archival catalogues, Merci reimagines the brand for today’s urban consumer, focusing on authenticity and a retro aesthetic that resonates with younger shoppers. The collection, developed in partnership with Aymeric de Rorthays, intentionally avoids performance wear, instead offering city-appropriate pieces crafted from traditional materials like wool, leather, and canvas. This approach underscores Merci’s ambition to move beyond simple retail transactions, positioning itself as a platform for brand creation and storytelling. The new brand will debut at Merci’s Paris locations before expanding to a dedicated space and, ultimately, international markets such as London and New York. This strategy not only leverages the power of heritage and local identity but also aligns with the growing demand for curated, unique retail experiences among both locals and tourists.

IADS Notes: Merci’s repositioning of Au Vieux Campeur mirrors the retail sector’s broader shift toward curated, experiential, and heritage-driven strategies, as seen in “Fixing multibrand retail” (BoF, December 2025) and “Multi-brand retail: independent boutiques are making a comeback” (BoF, September 2025). The focus on authenticity and local identity aligns with Printemps’ international expansion and experiential pivot (“An update on Printemps strategy,” LSA Conso, March 2025), while Polène’s selective global growth (“Polène expands European footprint,” Modaes, November 2025) and Loewe’s flagship investments (“Loewe goes big on Avenue Montaigne,” WWD, November 2025) further highlight the importance of immersive environments and global growth for niche brands.

Paris’ Merci store turns outdoor retailer Au Vieux Campeur into a new urban lifestyle label