2024-01-16 14:51:47
Marquette spreads its wings. Designed to be set up in a shopping center, the lifestyle concept store distributes products from brands born on the web – called DNVB – and now has six points of sale in France. Born from an association between the Digital Native Group firm and the real estate company Carmila (Carrefour group), the first Marquette store opened its doors in 2020 in Toulouse within the Labège 2 shopping center. The time has come to deploy with four inaugurations are planned for 2024.
A Marquette point of sale, with an assertive green tone – Harraw_Studio for Market Value
Today, Marquette is not limited to Carmila shopping centers and collaborates with other real estate companies (such as URW, Apsys, etc.), while its offering has expanded to other brands (fashion, beauty, leisure, etc.). , which are not necessarily DNVBs. “We evolved the model because we realized that we were perhaps missing out on certain product categories. Marquette must become the network of the most trendy brands of the moment, by integrating wholesale players who are non-existent in the offer shopping centers”, supports Nicolas Dauchez, the director of the concept.
With its very pop and colorful layout, Marquette opened two new points of sale in Thionville and Metz in the fall of 2023. “The objective set is to inaugurate three to four stores per year for the next three to four years,” underlines the manager. With an average of 800 visitors per day in its spaces, Marquette is targeting the milestone of 10 stores by the end of 2024 and that of 15 to 20 units in two years. The targeted cities? Bordeaux, Nantes, Rennes, Lille, Lyon and even Grenoble.
Offering brands sometimes unknown to the general public, Marquette seeks to establish itself in the main aisle of shopping centers, to benefit from good traffic, on areas ranging from 100 to 150 square meters. Around fifty brands are sold there (Flotte, Happy Socks, Hindbag, Nat & Nin, Izipizi, Lamazuna, etc.), with the aim of growing this contingent to a hundred in the coming months. Recently, new additions to the offering are called Zeta (shoes), Unbottled (hygiene), Si si la paillette (beauty), Bini (travel cutlery), Asap (personalized posters) and Herschel (backpacks).
Harraw_Studio for Market Value
As the network has grown, the brand now receives a lot of requests from brands, says Nicolas Dauchez, who affirms that the model is profitable. Management is carried out on the principle of consignment sales, the Parisian company therefore not taking the risk of firm purchases as other multi-brand players do. The Marquette team – almost 35 people in total – manages the implementation of the items and the restocking, and pays a commission to the brands on the sales made. For certain labels, “annual activity can reach up to 40,000 euros per square meter,” he claims.
On the web, to increase the visibility of stores, influencers were recruited locally. In addition, Marquette will soon launch into e-commerce, choosing for the moment only the click&collect principle. In the longer term, if the network reaches the milestone of 20 stores, “ship from store” will be considered to deliver customers to their homes directly from the stock of points of sale.
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