Louis Vuitton opens "store apartment" for premium customers | RetailDetail

Louis Vuitton opens "store apartment" for premium customers

Louis Vuitton opens "store apartment" for premium customers

French luxury brand Louis Vuitton has launched a boutique in Paris which more resembles a luxury apartment than an actual store. The real premium customer is thought to have had enough of similar boutiques all around the world.

A boutique designed like an elegant apartment

Paris-bound customers have to visit the extremely fancy Avenue Montaigne, where Louis Vuitton has opened its newest boutique at number 22. It has no resemblance whatsoever to the other, already fancy, boutiques it has all across the globe.


Its newest store, designed and decorated by New York architect Peter Marino, is more like an elegant apartment, including contemporary pieces of art. Its entire collection is on sale, from pret-à-porter to shoes, watches and a selection of accessories.


The biggest innovation is its focus on tailor-made items and individuality. Customers can order their own bag or travel cases (shape, colour, materials, initials, design and other choices). Male customers can also browse its new, permanent, Tailoring collection: costumes, shoes and belts, all fashioned specifically when ordered.


...with a caretaker

Louis Vuitton is taking the "personalized approach" to the extreme with a caretaker who will assist customers. He will even organize a breakfast or private candlelight dinner in "L'appartement", which has 2 lounges and a reception room.


This new store formula seems to be Louis Vuitton's attempt to cater to the premium customer's ever-increasing demand for top-notch personalized service and custom-tailored production. This is contrary to luxury brands's global marketing approach up until now. The really demanding (or spoiled) customer seems to have had its fill of finding the same products over and over again, in similar stores all around the world.

Questions or comments? Please feel free to contact the editors

Spar makes ambitious entry into Greece


Spar International has set its sights on Greece as the next country to conquer and lead as the foremost independent food retail chain. Spar Hellas will cooperate with Asteras and Mesis to develop more than 500 Spar stores over the next four years.

Dr. Oetker buys half of Freixenet


Henkell, which is Dr. Oetker’s drinks division, has acquired slightly more than half of cava brand Freixenet’s shares. Following two years of negotiations, both companies struck a deal, even though the German food giant will not reign supreme at Freixenet.

Picnic confirms German arrival


There had been rumours that Dutch online supermarkets Picnic was trialing in Germany, news its co-founder Michiel Muller has now confirmed.

Délifrance joins FFC's portfolio


Dutch Franchise Friendly ConceptsDélifrance Benelux acquisition is in full swing. The franchise organization will obtain the French sandwich chain’s Benelux master franchisee on 1 April.

IKEA has developed actual "bug burger"


SPACE10, furniture giant Ikea’s innovation lab, will present a healthy alternative to the classic hamburger, where the meat is replaced by red beets and mealworm. It is also working on a “dogless hotdog”;

Supermarkets' price difference with neighbouring countries grows


Belgian supermarkets are increasingly more expensive than those in neighbouring countries according to Prijzenobservatorium’s research. Shoppers in France, Germany and the Netherlands quickly pay 10 % less.

Back to top