What: Printemps unveiled a new logo and brand identity as it prepares to launch its biggest marketing push in seven years so it will once again be part of the conversation.

Why is it important: “Tout commence au Printemps,” which translates as “Everything starts at Printemps” but is also a play on the name of the store, which means “spring” in French, will be launched as a nationwide advertising campaign for their new look and brand identity.

A two-day Festival de Printemps, featuring music performances, food stands, street art, and cheerleaders, will take place March 19th and 20th, coinciding with the arrival of spring in the Northern Hemisphere. A luminous floral design will be displayed on its facade, as well as immersive window displays, including two interactive windows equipped with digital sensors. Meanwhile, the retailer is unveiling eight new concepts, from beauty to vintage watches, at its Boulevard Haussmann flagship in Paris.

The redesigned printemps.com site, featuring the brand’s new green, white and gold colour scheme, and stylised letter “P,” will feature new functionalities including a simplified checkout system, the launch of a second-hand offer, and a section curated by 40 personal shoppers. It will also host a virtual boutique, where buyers will automatically enter a draw to win 30 NFTs designed with French artist Romain Froquet.

The restaurant offer has been reimagined. Elsewhere in the department store, the historic Maria Luisa concession has been rebranded as L’Endroit featuring 35 brands, including eight new labels for spring. There is a new 2,150-square-foot section dedicated to items from previous seasons, segmented by colour. New partnerships include a tie-up with Watchfinder & Co. on a selection of pre-owned timepieces, and a collaboration with Los Angeles-based digital fashion start-up DressX on a pop-up that will feature five products designed exclusively for Printemps.

The last time Printemps disclosed annual sales was for the fiscal year ending in March 2019, where revenues totaled EUR 1.7 bn euros. It will take another two or three years before Printemps returns to that level, noting that footfall is down 30% since 2018.

E-commerce sales in the last 12 months were up 31% versus fiscal 2020, while omnichannel revenues rose 52%. The group has seen a 10% acceleration of sales to local customers since 2020, and a return of foreign visitors. Between October and December, sales to U.S. customers rose 53% versus in 2019, while those from Europe and the Middle East registered a 23% bump.

Printemps rebrands