Adidas opens new French headquarters and boosts direct retail presence in Paris
Paris is one of six key strategic cities for Adidas. Together with Tokyo, Shanghai, Los Angeles, New York and London, the French capital is regarded as one of the hubs global trends originate from, something which is clearly illustrated by the scale of the German group's recent investments in Paris. To begin with, Adidas' operational teams, previously scattered at various premises in and around Paris, have found a new home in the heart of town. Guillaume de Montplanet, Adidas' Director of France, has recently inaugurated the German group's new French headquarters in a six-floor, 3,340 m2 Haussmann-period building in the very central IXth arrondissement.
"It was formerly occupied by a bank, said de Montplanet. Two years ago, we managed to start a conversation with the owner, and to plan a location that would suit our requirements." The result is a new set of airy, modular, bright offices for Adidas and Reebok personnel. Employees do not have assigned individual desks and can hook up their computers anywhere in the building's various sections, meeting rooms or co-working areas. Adidas' two brands also have four showroom floors at their disposal, where the commercial teams can meet clients.
The inauguration of new headquarters (ahead of the opening of new offices in Strasbourg too), is only the first stage of Adidas' expansion across the French capital, which is set to continue in the summer. In mid-June, close to the Forum des Halles retail district, Adidas will in fact open its first Adidas Football store worldwide, a 200 m2, two-level store on the corner of rue Berger and rue Saint-Denis, in premises formerly occupied by Naf Naf. The store features the 'Stadium' concept developed by Adidas for its most recent retail openings. It will showcase the latest football product range, as well as fitness training and running products, which are seen as complementary.
But the brand's biggest retail coup this year will be another extension of the Champs-Elysées flagship, after Adidas took over adjoining premises, formerly occupied by Banana Republic. From early September, a new retail area of about 1,500 m2 will therefore be added to the existing one of nearly 2,300 m2. The new section, in the basement below the current store, will also adopt the 'Stadium' retail concept, while for the time being the store's ground floor interiors will stick to the 'Homecourt' structure, and the first floor to the 'Neighborhood' one. For 2018 however, Adidas is planning another major renovation, to link up the three floors and harmonise them with a 'Stadium' layout, creating a single flagship store extending over more than 3,700 m2 on the prestigious Champs-Elysées.
And there is more. A new, 1,750 m2 Reebok store is set to open at very central premises, formerly home to the Pinacothèque de Paris art history museum. Also reportedly on the cards, though Adidas has not confirmed it, is an opening at the Quatre Temps shopping mall in 2018.
Clearly, the Adidas retail presence in Paris is mushrooming, something which will allow the German group to reach out to all its different customer targets across this world city.
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