Livy offers an address in Saint-Germain-des-Prés

Head to the left bank! This spring, the bold lingerie brand Livy, which was created in 2017 by Lisa Chavy, is opening a new boutique in Paris, its seventh point of sale in the capital. The high-end brand (in the Etam group portfolio) is located at 53, rue Bonaparte (6th arrondissement of Paris) in the picturesque Saint-Germain-des-Prés district.

After opening addresses in Cannes and Marseille last year, Livy is strengthening its presence retail in the capital. Its boutique, located in place of Princesse Tam Tam, which opened on March 1, displays an intimate atmosphere. Behind the jet black storefront, punctuated by the brand name in gold letters, is a cozy cocoon with “large, sublime mirrors, subdued lighting, concrete walls and wood for warmth, floor-to-ceiling carpet in the fitting rooms, smiles fashion designer Lisa Chavy. We wanted to reproduce the Livy universe with the contrasts between softness and rawness.”

In this 50 square meter space imagined by the founder and her artistic director Caroline Marie in collaboration with the Bordeaux firm Design Studio, the brand markets its collection of sensual and sexy lingerie, its line of swimwear called “Livystone” as well as its elegant ready-to-wear. For seven years, the brand has enriched its catalog with underwear sporty and eco-responsible in its “Earth Pleasure” line, accessories as well as exceptional pieces of haute lingerie, in limited edition and Made in France.

Not far from her new boutique, Livy has just opened a spring pop-up that looks like an artistic exhibition on her corner at Bon Marché. Lisa Chavy’s label collaborated with French artist and designer Nairone Defives for the exhibition Layout piloted by Sarah Andelman. “In this ‘Forbidden Bookstore’, we wanted to bring together literature and fashion, and bring our manifesto to life with two new video performances, where the words are mixed with the skin like a living book,” explains the designer. The work The Pure and the Impure by the writer Colette is particularly highlighted in this space bathed in sensuality.

Still on the left bank of Paris, Livy will soon move its store located at 6, rue Guichard to a number one location located on rue de Passy. “We are looking to open a few additional stores, including a rue Saint-Honoré, one in Aix-en-Provence and one in Monaco,” explains the founder of the brand, which signed a bold and sophisticated collaboration with Crazy Horse in 2022. for the end of year celebrations. THE retail represents more than half of the brand’s sales.

Develop “Livyland” internationally

Today, Livy generates 75% of its turnover in France, its historic market. “My ambition is to become the leader in accessible luxury lingerie in the world,” continues the designer and entrepreneur who is keen to embody her brand to make it shine beyond the French borders.

The brand is therefore banking heavily on the international market where it is deploying its “Livyland strategy”, i.e. having omnichannel distribution, starting with two or three department stores prestigious, then two own stores in premium locations, all accompanied by a large budget devoted to digital and marketing.

A development strategy that it has implemented in the United Kingdom, since last summer by establishing itself in the London department store Harrods. “Our corner at Harrods has become our best point of sale in the space of six months, it has even surpassed Bon Marché (which is up 25% over last year). In London, we are going to open two more boutiques and establish ourselves in other department stores”, adds Lisa Chavy. At the same time, this oil stain strategy is currently operating in Italy, where the brand has just opened a space in the La Rinascente department store chain in Milan, and in Spain with a corner in the Madrid unit of El Corte Ingles.

“We are a global brand with expertise in lingerie and corsetry,” says the manager. “We are going to raise funds to develop in the United States, in Asia with Japan and South Korea, and in the Middle East. We have the valuable support of Etam with Laurent Milchior and the Vog group with Dan Arrouas, and we are also looking for external resources to support our export ambitions.”

Among the medium-term projects, Lisa Chavy also says she wants to launch the first Livy perfume (by next year), “a filter of captivating love that is refined and strong enough to make you want to follow the person who wears it”, as well as as a jewelry line to accompany its sexy pieces embroidered with jewel details and stones.

Today, lingerie represents 60% of the brand’s sales, while ready-to-wear and swimwear (around 20% each) are increasing. The Parisian label Livy, which employs around a hundred people, expects a turnover of 50 million by 2026 and claims growth of 35% per year.