It was at 82 rue du Recherches-Midi in the 6th arrondissement of Paris, opposite its historic concept store inaugurated in 2015, that Smallable opened the doors of its first boutique entirely devoted to women’s fashion. Previously occupied by Smallable’s childcare offer, this space of approximately 40 square meters has been completely redesigned by the JCPCDR agency.
The architectural firm has designed a unique setting full of curves and light. Inside there is a selection of ready-to-wear, leather goods and accessories and brands such as Forte Forte, Made in Tomboy or Adieu. In total, around 90 references are on offer.
“Today we have 300 women’s fashion brands on our site. Women’s fashion now represents 30% of Smallable’s fashion sales, so we wanted to offer women a place that is entirely dedicated to them without them having to. share with their children, ”explains Cécile Roederer, founder and CEO of Smallable.
In line with this dynamic, the 300 square meter concept store at 81 rue du Recherches-Midi has been redesigned and all children’s offerings have been brought together. The customer is now offered a more fluid journey, navigating from baby to household linen. The toy then offers a transition to the child from 2 to 16 years old. The visit is punctuated by more lifestyle notes (decoration, etc.).
And novelty, a corner streetwear nestles at the back of the store. There are sneakers, urban pieces or even scooters and skateboards. “We launched the tab streetwear last February on our site. It is also a way for us to bring in brands like Carhartt and to address ourselves for the first time to men, “says Cécile Roederer.
In its 2020/2021 financial year ended July 31, 2021 Smallable achieved a turnover of 70 million euros, an increase of 40%. The site which, following the success of its own brand for children Hundred Pieces will launch Smallable Basics, a line of basics in October, and in spring 2022 its own women’s fashion label, is targeting 100 million euros for the current fiscal year. .
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