Galeries Lafayette opens Sirivannavari pop-up

What: Sirivannavari, the luxury brand founded by Thai princess Sirivannavari Nariratana, launches a spring pop-up at Galeries Lafayette Haussmann, marking a significant milestone in the brand's 20-year journey.

Why it is important: This strategic partnership demonstrates the evolving relationship between Asian luxury brands and European department stores, showcasing how cultural heritage can be leveraged to create unique retail experiences in established luxury markets.

Sirivannavari's arrival at Galeries Lafayette Haussmann represents a significant milestone for the Thai luxury brand. The 320-square-foot pop-up, located on the second floor of the department store's main building, showcases the brand's spring 2025 collection, which draws inspiration from the Italian Renaissance. The collection demonstrates Princess Sirivannavari Nariratana's sophisticated approach to fashion, informed by her masters' degree from L'École de la Chambre Syndicale de la Couture Parisienne. The brand, established in 2005, has shown steady growth, with current sales in the high seven-figure range in euros and projected growth of 7 percent this year. This Paris debut follows the brand's first international venture at La Rinascente in 2016, reflecting a carefully planned expansion strategy that balances international growth with maintaining the brand's cultural identity and commitment to Thai craftsmanship. 

IADS Notes: The Sirivannavari pop-up at Galeries Lafayette aligns with the department store's broader transformation strategy announced in February 2025. As part of its €400 million investment plan, Galeries Lafayette has focused on optimizing its store network and enhancing its international brand portfolio. This collaboration exemplifies the department store's commitment to offering unique luxury experiences while strengthening its position as a global fashion destination. The timing of this partnership is particularly significant as it coincides with Galeries Lafayette's comprehensive renovation of its Haussmann flagship, demonstrating how heritage retailers can successfully balance traditional luxury with emerging international brands.