PARIS — British brand Damson Madder is taking over Paris with its most ambitious physical deployment to date, opening its first European retail experience alongside a dedicated showroom and Galeries Lafayette shop-in-shop.
The multi-pronged strategy is timed to coincide with the launch of its pre-fall collection and benefit from the buzz of the city’s summer solstice Fête de la Musique.
The activations include a four-day pop-up in the Marais district opening June 19, which will then transform into its first standalone wholesale showroom during Paris Men’s Fashion Week.
A temporary store at Galeries Lafayette Haussmann, featuring the same retail concept, will open June 9 and run through the end of the month.
The London-based label is using these Paris activations to gauge demand in its second-largest market, while laying the foundations for a more permanent presence, said founder and chief executive officer Emma Hill.
The Paris project reflects a strategy that has helped fuel growth across both the U.K. and U.S., following successful pop-ups in London, New York and Los Angeles.
“We don’t have any stores, but it’s also fun right now, because we’re running these short retail activations, and it feels like we can be very creative with it and really show the personality of the brand,” Hill said.
The DTC label, known for its bright colors and patterns, has so far built its business without a brick-and-mortar presence.
Hill said there have been plenty of asks for permanent locations, but the company is prioritizing raising brand awareness and DTC growth before committing to standalone shops.
The Paris activation marks the brand’s first dedicated retail project in mainland Europe and comes after several years of wholesale expansion in France through partners including Le Bon Marché and Merci.
Inside Damson Madder’s Paris pop-up.
Courtesy of Damson Madder
The pop-up is designed by architect and creative consultant Kat Milne, with a relaxed, homey interior inspiration. The result is intended to feel more intimate than a traditional store, as the brand is still defining its long-term identity.
Previous pop-ups have been tied to specific campaigns, “whereas for Paris it’s the first time that we’ve done more of a retail concept that is brand-specific,” said head of marketing Emma Brown.
A similar design concept will then be used in the Galeries Lafayette shop, as well as an upcoming shop-in-shop that will open at London’s Selfridges in July, helping establish a more consistent visual language.
“It’s really exciting for us, because it kind of feels like it’s more us,” said Brown. “It’s quite personal in a lot of senses, and to do with indie references, nostalgia and a vintage kind of feel.”
The pop-up is set up around small spaces, such as a dressing room, with a bit of romanticism.
“It’s more brand-specific, and setting the tone for how eventually we imagine our actual permanent retail concept will be when we open our own stores,” said Brown.
A Damson Madder checked rain coat
As for setting up the women’s brand’s first wholesale showroom during men’s fashion week, it’s an opportunity to reach international buyers already in the city.
“There’s quite a lot of appointments confirmed from the Far East and from the Middle East, and we’re really seeing interest from global markets that we haven’t worked with before.” Hill said.
The activation coincides with the launch of Damson Madder’s high summer and pre-fall collections with new outerwear silhouettes, more tailoring, transitional dressing pieces and occasion wear, particularly for wedding guests.
Outerwear remains one of the company’s strongest-performing categories, particularly in markets such as France, where customer purchasing patterns closely mirror those in the U.K.
Best-selling styles are raincoats and trenches that are “fan favorites,” Brown said. “They will be there for French customers to try on for the first time in person – our viral pieces.”
Beyond apparel, the company is exploring new product categories as it broadens its offering. Occasion dresses performed strongly this season, while accessories, tailoring and denim have become increasingly important growth categories. Footwear may be next, as the company is exploring both collaborations and standalone development opportunities.
Inside Damson Madder’s Paris pop-up.
Courtesy of Damson Madder
Internationally, Asia remains a priority growth market. Damson Madder already works with wholesale partners in Hong Kong, Seoul and Japan, but says interest continues to expand there.
“That whole region is just growing,” Hill noted, citing a surge of interest from retailers based in Shanghai.
Yet despite the growing appetite for the brand, permanent retail is not an immediate priority. Instead, the company continues to view pop-ups as a lower-risk way to build awareness, test markets and create excitement around the brand.
“What is really nice about the pop-ups is that we can really change everything each time, and do something exciting, be creative, and really wow our customer with a unique experience,” said Brown.
Still, each temporary activation seems to result in the same plea. “Every time we do a pop-up, it’s like, please, please open a permanent store,” Brown said. When that happens, London will likely come first. “It definitely is on the cards, probably in 2028,” she added.
