This first overseas store is slated to open in the Doha Oasis complex in September, ahead of the FIFA World Cup.
’ e-commerce platform will be open to Qatar-based consumers, who will also be able to shop and preorder the selection of the Doha store as well as the Haussmann flagship.
Other services will include bespoke services, product customizations by artists and personal shoppers based in the Qatari and French capitals. Announced in 2019 by then-chief executive officer Paolo De Cesare as part of an ambitious strategy to transform the French retailer into “,” the Doha store is the latest project to be unveiled under the tenure of Jean-Marc Bellaiche, who arrived at Printemps’ helm in October 2020, with a road map of broadening its local customer base, bulking up omnichannel services and offering more exclusive products.
Significant investments on the digital front were unveiled by the company, who earmarked more than 40 million euros a year for this area over the next few years. Recent developments have included livestream shopping, the extension of its Printania loyalty program to overseas customers, and the opening of a circular fashion floor on the seventh floor of the Haussmann flagship. A new visual identity and brand platform are planned for March.
France Dernières Nouvelles, France Actualités
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