French mustard icon Maille has opened its very first foreign boutique on the Piccadilly Arcade in London. Now that it has had a taste of expansion, parent company Unilever wishes to expand “La Maison Maille” into New York, Montreal, San Franciso and Tokio.
Attraction for foodies
La Maison Maille’s London store will occupy 185 sqm of space, aiming to get the Brits tasting more than sixty types of mustard, dressings and pickle recipes that have the French company’s name. The biggest attraction are the exclusive mustard pumps, ‘pumping’ fresh mustard out of porcelain barrels like it was a custom at the royal courts several centuries ago.
Matt Hyland, partner at Cushman & Wakefield’s London Retail-team believes “La Maison Maille will be a popular addition to London’s expanding menu of premium French food brands. Perfectly positioned to take advantage of the high levels of Piccadilly footfall and the improving tenant mix in this part of London, the store is also located near other specialist food retailers such as Ladurée, La Maison du Chocolat, Caviar House and Fortnum & Mason.”
This is only the third store and first foreign one for the 260-year-old French mustard brand, known for its slogan “Il n'y a que Maille qui m'aille” (with the English version being “Only Maille can make me smile”) . It has a “Maison Maille” in Paris and one in Dijon, the mustard capital.
(Translated by Gary Peeters)