Rihanna caused a stir at the Dior show on Tuesday 1is March, revealing her round belly under a negligee. The brand of the LVMH group has a new big baby, at 30 avenue Montaigne. Dior reopens the doors of this historic store on Sunday March 6. More than two years of work were needed to redevelop this mansion, where Christian Dior founded his fashion house in 1946.
The surface is disproportionate: more than 10,000 m². In addition to sales areas of 2,000 m², twice as large as before, it includes a 2,000 m² gallery displaying archive pieces, including haute couture, a restaurant, a pastry shop, three gardens, private lounges and a 200 m² suite to sleep on site. The building also includes the haute couture and high jewelry workshops of the brand, a subsidiary of the LVMH group.
An unmatched budget
Bernard Arnault’s group says nothing about it in its communication. But he obviously granted an unequaled budget to Dior. “It’s a long-term investment,” claims the group to 64.2 billion euros in turnover. Because, since the appointment of Pietro Beccari as its head in 2018, a year after that of Maria Grazia Chiuri as artistic director of women’s collections, Dior has become a heavyweight within LVMH, behind Louis Vuitton, the main of its subsidiaries. The brand reached 10 billion euros in turnover in 2021, including 4 billion thanks to its perfumes and cosmetics.
This little piece of Paris is known to be the favorite district of silver tourists
The business is driven primarily by its notoriety in the women’s market fueled by massive, worldwide campaigns, with stars as muses. Since then, her handbags, in leather or canvas, small or large, expensive or ultra-expensive, have panicked, among others, Chinese and American women. Its offensive also covers the men’s wardrobe, thanks to pieces designed by British designer Kim Jones. The brand is the official outfitter of footballer Kylian MBappé. The PSG striker is also the icon for his perfume, Sauvage. And the Dior store on avenue Montaigne, which, before renovation, welcomed 500 people a day, must reflect this plethoric supply.
Its inauguration could contribute to the “regeneration of the district known as the “golden triangle””, judge Vincent Ascher, partner in the real estate agency Cushman & Wakefield. This little piece of Paris is known to be the favorite district of silver tourists looking for souvenirs of their stay in Paris in the windows of Louis Vuitton, Chanel, Saint Laurent or Gucci. Attendance on the avenue suffered greatly during the demonstrations of “yellow vests” at the end of 2018. Since then, the Covid crisis, which has frozen Parisian tourism, has undermined its activity. And with the war in Ukraine, obviously, wealthy Russians won’t be strolling through Paris this summer.
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