A temporary store at Galeries Lafayette<\/a> Haussmann, featuring the same retail concept, will open June 9 and run through the end of the month.<\/p>\n The London-based label is using these Paris activations to gauge demand in its second-largest market, while laying the foundations for a more permanent presence, said founder and chief executive officer Emma Hill.<\/p>\n The Paris project reflects a strategy that has helped fuel growth across both the U.K. and U.S., following successful pop-ups in London, New York and Los Angeles.<\/p>\n \u201cWe don\u2019t have any stores, but it\u2019s also fun right now, because we\u2019re running these short retail activations, and it feels like we can be very creative with it and really show the personality of the brand,\u201d Hill said.<\/p>\n The DTC label, known for its bright colors and patterns, has so far built its business without a brick-and-mortar presence.<\/p>\n Hill said there have been plenty of asks for permanent locations, but the company is prioritizing raising brand awareness and DTC growth before committing to standalone shops.<\/p>\n The Paris activation marks the brand\u2019s first dedicated retail project in mainland Europe and comes after several years of wholesale expansion in France through partners including Le Bon March\u00e9 and Merci.<\/p>\n The pop-up is designed by architect and creative consultant Kat Milne, with a relaxed, homey interior inspiration. The result is intended to feel more intimate than a traditional store, as the brand is still defining its long-term identity.<\/p>\n Previous pop-ups have been tied to specific campaigns, \u201cwhereas for Paris it\u2019s the first time that we\u2019ve done more of a retail concept that is brand-specific,\u201d said head of marketing Emma Brown.<\/p>\n A similar design concept will then be used in the Galeries Lafayette shop, as well as an upcoming shop-in-shop that will open at London\u2019s Selfridges in July, helping establish a more consistent visual language.<\/p>\n Story continues <\/p>\n \u201cIt\u2019s really exciting for us, because it kind of feels like it\u2019s more us,\u201d said Brown. \u201cIt\u2019s quite personal in a lot of senses, and to do with indie references, nostalgia and a vintage kind of feel.\u201d<\/p>\n The pop-up is set up around small spaces, such as a dressing room, with a bit of romanticism.<\/p>\n \u201cIt\u2019s more brand-specific, and setting the tone for how eventually we imagine our actual permanent retail concept will be when we open our own stores,\u201d said Brown.<\/p>\n As for setting up the women\u2019s brand\u2019s first wholesale showroom during men\u2019s fashion week, it\u2019s an opportunity to reach international buyers already in the city.<\/p>\n \u201cThere\u2019s quite a lot of appointments confirmed from the Far East and from the Middle East, and we\u2019re really seeing interest from global markets that we haven\u2019t worked with before.\u201d Hill said.<\/p>\n The activation coincides with the launch of Damson Madder\u2019s high summer and pre-fall collections with new outerwear silhouettes, more tailoring, transitional dressing pieces and occasion wear, particularly for wedding guests.<\/p>\n Outerwear remains one of the company\u2019s strongest-performing categories, particularly in markets such as France, where customer purchasing patterns closely mirror those in the U.K.<\/p>\n Best-selling styles are raincoats and trenches that are \u201cfan favorites,\u201d Brown said. \u201cThey will be there for French customers to try on for the first time in person \u2013 our viral pieces.\u201d<\/p>\n Beyond apparel, the company is exploring new product categories as it broadens its offering. Occasion dresses performed strongly this season, while accessories, tailoring and denim have become increasingly important growth categories. Footwear may be next, as the company is exploring both collaborations and standalone development opportunities.<\/p>\n Internationally, Asia remains a priority growth market. Damson Madder already works with wholesale partners in Hong Kong, Seoul and Japan, but says interest continues to expand there.<\/p>\n \u201cThat whole region is just growing,\u201d Hill noted, citing a surge of interest from retailers based in Shanghai.<\/p>\n Yet despite the growing appetite for the brand, permanent retail is not an immediate priority. Instead, the company continues to view pop-ups as a lower-risk way to build awareness, test markets and create excitement around the brand.<\/p>\n \u201cWhat is really nice about the pop-ups is that we can really change everything each time, and do something exciting, be creative, and really wow our customer with a unique experience,\u201d said Brown.<\/p>\n Still, each temporary activation seems to result in the same plea. \u201cEvery time we do a pop-up, it\u2019s like, please, please open a permanent store,\u201d Brown said. When that happens, London will likely come first. \u201cIt definitely is on the cards, probably in 2028,\u201d she added.<\/p>\n Best of WWD<\/p>\n Sign up for WWD’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 British brand Damson Madder is taking over Paris with its most ambitious physical deployment to date,…\n","protected":false},"author":2,"featured_media":500939,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[230340,230339,146,230334,85,46,230338,5368,230335,230336,230337],"class_list":["post-500938","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-activations","tag-damson","tag-entertainment","tag-galeries-lafayette","tag-il","tag-israel","tag-madder","tag-paris","tag-retail-concept","tag-retail-experience","tag-wholesale-showroom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/500938","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=500938"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/500938\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/500939"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=500938"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=500938"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=500938"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/06\/80b69b90bfde4f176b90a7201d72dbb0.jpeg\")
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