First Saint Laurent Paris boutique unveiled

YSL, or Saint Laurent Paris as it has been re-branded, has revealed its new store concept, which the company says is ready to be rolled out. The first boutique will open in Shanghai in October, a 3,200 square feet retail mecca housing its

mens and womens ready-to-wear collections. The store will aptly reflect the new vision by YSL's creative director Hedi Slimane.

The second boutique is due to open in Berlin in November at its revamped 52 Kurfürstendamm address.

A further flagship which covers 9,600 square feet and spans over 2 floors is due to open in Paris next February at 53 Avenue Montaigne.

YSL president and CEO Paul Deneve revealed that it was an ambitious growth strategy designed to seize on the “new creative brand vision” of Slimane.

Deneve confirmed updating the brand was intended to push both the business and the status of the label back to the level of the other two great names of Paris fashion, Chanel and Christian Dior. “That level of business is what we want to build. That’s the potential I would like to develop,” Deneve said. “We’re preparing to revolutionize fashion again, as Mr. Saint Laurent did in the Sixties.”

The fashion house aims to open around 15 directly operated stores and shops-in-shop a year, all under the new Saint Laurent brand. The store design features black and white marble, raw concrete and 1930s-inspired display furniture with gold, silver, mirror and glass elements.

Deneve said “not only has he [Slimane] redefined a strong men’s and women’s wardrobe for Saint Laurent today, but he’s worked on a new offering of shoes, leather goods and jewellery…..Saint Laurent, in order to be successful, is creating a very strong desire through the ready-to-wear: That’s what has been at the heart of our business.” said Deneve.

Europe is the key market for YSL, accounting for 46% of revenues versus 26% for North America, 21% for Asia, and 8% for Japan.

 Image: YSL Shanghai boutique