The Man / Woman salon is reinventing itself

Now alone at the helm of Man / Woman events, Antoine Floch is relaunching around the Gender company a new structure dedicated to the organization of trade fairs in Paris and New York. Another branch, created under the “Small” banner, is dedicated to activating the store on rue Notre-Dame-de-Nazareth, where the company’s offices are also located.

The Man / Woman lounge at its former location on Place Vendôme. – DR

Reorganized alongside Matthieu Rohm, former sales manager and now general manager of Man / Woman, the “salons” branch returned to service this summer at Revolver, the international fashion fair in Copenhagen which was held from August 11 to 13 and where Man / Woman exhibited in a single space. ten brands. A rehearsal before Première Vision in Paris, where the show will be present around fifteen labels.

Re-motivated by the new challenges in perspective, despite the total blockage of certain key markets – including Japan and the United States – Antoine Floch is gradually preparing for the return of the Man / Woman fair in January 2022, place Vendôme, during the Week of men’s fashion. “A formula that will return to a more human size, he notes, around 80 brands maximum.”

The Small boutique, during the last event organized with the Arpenteur brand. – DR

At the same time, the “Small” branch will offer a new commercial and artistic activity from mid-September in the premises at 19, rue Notre-Dame-de-Nazareth (Paris IIIe).

“Under the Shop – Gallery – Consulting triptych, Small will be a real commercial space presenting the collections of ten brands such as Nanamica, Sunspel and YMC, as well as a lifestyle selection to complete the experience,” explains Antoine Floch. will add the first line of Small around sweatshirts, caps, shirts, sweaters and objects, with new products offered regularly and in-store events every week. “

In addition to the store, Small will offer a gallery space upstairs around artist exhibitions. A consulting service will continue to exist for brands that wish to be supported by Man / Woman in their development.

Strongly impacted by the global health crisis and the end of the organization of ready-to-wear shows, the Man / Woman project, launched almost ten years ago, should therefore gradually be reborn. “After the economic disaster shared by many actors, we must now switch to a positive language, rebuild and move forward, concludes Antoine Floch. The desires are there, and all the actors express their desire to find physical salons. the whole Internet will have to rethink their strategy. “

In addition to the salon and shop activities, Antoine Floch’s company Gender recently withdrew from the commercial development of The Next Door, the multi-brand launched in collaboration with Nicolas Ivars, founder of the brand.

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