Shea Marie, Same Opens Two Permanent Mediterranean Stores

Get ready to say bonjour and buongiorno to Same.

One of the fashion blogosphere’s original stars, Shea Marie is setting down roots for her swimwear-turned-ready-to-wear-brand in two of Europe’s chicest beach towns: Saint-Tropez and Capri. 

The Capri store opens Tuesday, marking Same’s first venture into permanent retail, while the Saint-Tropez location is open temporarily through October with a nearby long-term space to follow in 2027.

“We really wanted to target these affluent resort-driven destinations. Historically, in places like Saint-Tropez or Capri, the stores are either ultra high-luxury or mom-and-pop shops, so we’re bringing something sort of unique,” Marie said. She described Same as having, “the cool-factor of a luxury brand, that’s maybe a little more attainable. Most women on vacation might buy a bag or a pair of shoes, but they come to us and get an entirely new wardrobe.”

As reported, that wardrobe’s been expanding. When Same launched in 2015, it made a splash on e-commerce, capitalizing on Marie’s clout as a fashion influencer to sell trendy bathing suits. Since then, she’s added denim, daywear, occasionwear, and most recently outerwear and jewelry. These will comprise 75 percent of Same’s in-store assortment compared to 55 percent online.

For both boutiques, Marie has designed exclusive capsules, each drawing on the colors of their respective locales. Those summering in Capri will discover silk sets and polka-dot dresses in navy and pale yellow, and those in Saint-Tropez will see similar styles in shades of green and pink. 

But what Marie said she’s most excited for customers to get their hands on are the multipurpose sarong scarves from Same’s spring drop, which “just keep selling out.” To complete the coastal off-duty look, there are rattan earrings and cuffs as well as necklaces with large shell pendants.

“It’s exactly what you want to wear on vacation,” said Marie, who’s her own best customer. “I go to these places and it’s my dream wardrobe, too.”

Indeed, Marie is no stranger to the Mediterranean, this being her third pop-up in Saint-Tropez, or “Same Tropez” as she calls it. Earlier this year, Same also dipped a toe into physical retail Stateside with short-term activations in New York and Palm Beach, both of which surpassed Marie’s sales expectations.

What she didn’t expect was the dissatisfaction she felt when they were over. “We realized that the pop-up model is not for us, especially because I’m so particular with my aesthetic. It costs a lot of money to do and then you’re like, ‘Wow, now I have to close this down and start over again.’”

Still, committing to a “real store” in Capri was daunting, Marie admitted. “It’s a big step, but we’re trying to build something that lasts, and we found an amazing space on the best shopping street, so we had to jump on it.”

Housed in the old Pucci spot on Via Camerelle, Same is well-positioned with neighbors including Balenciaga, Hermès and Missoni. Its bougainvillea-covered exterior features stone archways, giving it a cave-like feel, which Marie consulted with the Dayan Studio to bring indoors, where earthy travertine and burlwood are offset by contemporary touches like squiggly chrome racks. Marie pointed out a custom amber glass bench is situated by the main window, so “when the sun hits it, it just brings this beautiful, yellow light in.”

Staking her claim on the island, Marie also embedded Same’s logo into the floor. It may have been expensive, but according to her, it was worth every cent. “Obviously, we’re working with smaller budgets than some of these stores, but we’ve done our best to make a really luxe, exciting experience.” 

Next up, Marie would like to launch handbags and shoes and open a third Same flagship somewhere in North America. As for which city, “We have a few different ideas,” she offered. But contrary to her nature as a public persona, when it comes to the business, “I’m trying to be a little more tight-lipped with what I share.”