Loulou de Saison Opens First U.S. Shop at Bloomingdale’s NYC Flagship

PARIS – There’s a new French girl in New York.

Loulou de Saison, the label known for its chic, minimalist wardrobe staples, has opened its first international boutique at Bloomingdale’s flagship department store on 59th Street as it ramps up its retail expansion at home and overseas. 

The 430-square-foot shop-in-shop, which bowed on Friday, is located on the fourth floor alongside brands such as Chloé, Proenza Schouler, Isabel Marant and Toteme.

Cofounder and creative director Chloé Harrouche said the opening marks the first step of its U.S. expansion, with plans to open a standalone store in New York City next year. 

“It’s a very big market for us,” she told WWD. “Our corner at the department store is quite large and will allow us to express ourselves in a way that is more consistent with our DNA.”

The design of the space is meant to evoke a sleek, Art Deco-inspired Parisian apartment, inviting visitors to touch and try on the pieces, in tune with Harrouche’s policy of sourcing quality materials designed to stand the test of time. 

“The brand is deeply inspired by Paris, by France and its heritage – far removed from clichés of the Parisian woman in a beret carrying a baguette,” she said.

“It offers a modern wardrobe that is effortless in the best sense of the word – uncomplicated yet substantial – with a well-curated selection that meets our customer’s needs but still has that instinctive, desirable appeal,” Harrouche added.

Launched in 2019 as Loulou Studio, the brand began as an outgrowth of Harrouche’s earlier career as an Instagram influencer. 

Rebranded Loulou de Saison in December 2024, it switched gears last year with the opening of a second Paris store in Saint-Germain-des-Prés and a redesign of its e-commerce site.

“We aim to add a third store in Paris very soon,” said Harrouche, who is targeting an opening early next year at the latest.

Already present at the Galeries Lafayette flagship in Paris since 2024, the label launched a corner at the French department store’s branch in Nice in May, with another planned in Bordeaux in October. Last week, it unveiled a concession at Le Bon Marché in Paris.

Born and raised in Paris, Harrouche was steeped in fashion from a young age, describing her memories of her grandfather’s shoe workshop as a formative experience. After studying at the Formamod fashion school, she interned at press offices and magazines and began advising fashion brands, before developing her audience online.

Together with cofounder and chief executive officer Ugo Bensoussan, Harrouche launched Loulou de Saison as a knitwear label and has gradually expanded into other categories such a tailoring, denim, leather and swimwear, most recently adding shoes and handbags in 2024. 

On Sept. 30, the label will hold its fourth presentation on the official calendar of Paris Fashion Week.

It offers a complete wardrobe, with streamlined pieces designed to transcend seasons and appeal to a multigenerational consumer. Harrouche said she wanted to simplify dressing for multitasking women like herself.

“Who has the time to spend two hours getting ready in the morning?” she questioned. “I need pieces that work, in the sense that they’re comfortable, yet keep me looking elegant and boost my self-confidence. They enhance women, rather than overpowering them.”

The brand logged revenues of 15.5 million euros in 2025, up 3.5 percent year-on-year, and has projected sales of 20 million euros in 2026 after a strong start to the year. Loulou de Saison is available in 338 points of sale in 44 countries, with wholesale representing 70 percent of its revenues. 

“In 2027, we would also like to expand into Asia and the Middle East with the support of our existing partners,” Harrouche said. “The plan is not to have a store on every street corner, but to establish gradually a strategic retail presence.”

Although it’s positioned at the high end of the contemporary segment, Loulou de Saison has benefited from consumers’ growing disaffection with luxury brands, after rampant price hikes, lapses in quality and allegations of worker exploitation in the supply chain.

“Today’s client has become more sophisticated,” Harrouche noted. “Nobody wants to be taken for a fool, and social media has exposed a growing number of scandals that would have been hushed up in the past.”

Going forward, she does not rule out expanding into homewares.

“If I were to launch a new category tomorrow, I would focus on lifestyle since my philosophy goes beyond just the outfit,” she said. “To me, luxury is all about attention to detail, and that extends from clothing and footwear to things like tableware, linens, and those little things that ensure elegance is everywhere.”