Belgian fashion brand MdN, formerly known as Mer du Nord, has opened a new store in Paris. The new store, located in the trendy Le Marais district, is part of an altered image.
“Return to glory”
“Paris is an important stage and platform. We are located in Le Marais, where we can attract both the French and international audience, just like in Bruges”, CEO Dominique Nebbout Chekly said.
Mer du Nord, founded in 1988, had to go through a restructuring plan, after three onerous years. At the end of that year, French company Bourgeoises acquired the company, kept eight stores, closed four and fired about two thirds of the staff. Belgian JBC also tried to acquire Mer du Nord, but lost out in the end.
Two years later, the company rebranded its image, choosing a new name (the abbreviation MdN) and a new board structure. Former French fashion label Berenice’s CEO, Dominique Nebbout Chekly, is now part of that board and she handles the day-to-day operations, designs and retail. “We had shown an interest in the brand for several years and now had the opportunity to return it to its former glory after an eventful period”, Nebbout Chekly told Fashion United.
The chain already opened a new store in Bruges, back in May. “It is too early to evaluate the results, because we just started our relaunch. Nevertheless, things look promising”, the company said.
It also launched a new web shop this summer and Antwerp should get a flagship store sometime next year as well. On its web shop, MdN wants to create a community in an attempt to shore up more loyal customers.
