Pre-owned luxury goods e-tailer Monogram opens Paris concept store
Opening a first store, especially in the heart of Paris, is always an event for a fashion company. A milestone that French pre-owned luxury goods e-tailer Monogram achieved in early December, inaugurating its first concept store at 12-14 avenue Victor Hugo in central Paris.
This is a major project for Monogram's founder Beverly Sonego, coming in the wake of the opening of a retail corner within the Restore section at Galeries Lafayette's Haussmann branch in Paris, and after testing the e-tailer's potential in the USA by opening a number of pop-up stores and forging a partnership with Kith. “It's not just a shop, it's a real concept store," said Sonego, who started out in business by unearthing products for friends and acquaintances and making a name for herself on social media, more than 10 years ago. “Ours is an unfussy perspective on buying second-hand products using luxury codes. We are positioned between Colette and Kith, and we’re keen to contribute our experience and offer a quality service,” she added.
Inside the 160-square-metre Monogram Lab, a five-minute walk from place de l'Etoile, the core business is represented by the pre-owned products sold by Monogram, formerly called By Luxe. The store showcases handbags and other luxury items, but also has a section dedicated to those who wish to sell their handbags or items from their wardrobe. The staff at Monogram Lab is trained to authenticate and evaluate such items.
To reinforce its concept-store approach, Monogram Lab also hosts a selection of cosmetics brands, sustainable labels and even books. As for experiences and service, Monogram Lab has a special focus on product care and personalisation, with a repair workshop and the possibility of customising items by inscribing initials or doing something more creative.
The Monogram Lab in Paris could herald further initiatives by the company, which in February 2021 hired Cécile Maudy, formerly at Veepee and Monnier Frères, as managing director. Monogram is planning to open other physical stores, in the Middle East and Israel, and is looking at opportunities to sell a stake in the company to accelerate its growth. In 2021, Monogram generated a revenue of over €6 million, and intends to reach €13 million in 2023.
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