In 2024, Paris has attracted foreign fashion brands

Le Marais, in Paris, is the almost essential district for new brands setting up in France. It recorded in its streets 41% of all arrivals of foreign brands in France in 2024, compared to 17% in 2023, specifies a study by the real estate consultancy firm Newmark. In total, 91 retail players (fashion, decoration, food, etc.) entered the French market last year. A real jump compared to the previous year, when 65 movements were spotted.

“Stable in the region, the number of new entrants has increased significantly in Paris with 70 arrivals in 2024, compared to “only” 48 in 2023. This is indicative of the dynamism of the capital's retail market, which benefits in particular from the resumption of tourism international, almost returned to its pre-Covid level”, analyzes Antoine Salmon, co-director of Newmark's Retail department.

In 2023, more than 30 international brands will have established a foothold in the Marais, including Birkenstock shoes, the Californian fashion label L'Agence, the Brazilian clothing brand Farm Rio, the Belgian fashion label Arte Antwerp and even sweets. by Ricola. Attracting Parisians and tourists alike, this historic area of ​​the capital has very low vacancy rates, around 4% on its main arteries. Rental values ​​are also under pressure there, given the surge in demand.

Fashion dominates the restaurant industry

Among the 91 arrivals in 2024, 34% concern the fashion sector (compared to 20% in 2023), or around thirty brands. A world that is gaining ground and doubling the food sector in the process. An impressive rise in power “which contrasts with the difficulties of the clothing industry. However, these brands are for the most part quite specialized or high-end. If some could open other stores, they will therefore not multiply the points of sale in France”, nuance Vianney d'Ersu, the co-director of the Retail department. In addition to those mentioned above, we can highlight the arrivals of The Row, Alohas, Liviana Conti, Flabellus and even Pomandere.

Alongside the high-end segment, the sportswear is resisting with a series of new brands attracted in particular by the prospect of the Paris 2024 Games. Hoka, Klattermusen, Naked Copenhagen and Solebox all opened a store in France last year.

Finally, the study points to a breakthrough in France by players from Asia, who accounted for 22% of new entrants last year. This concerns, among others, Chinese players in catering and new mobility such as Yang Guo Fu, Sevenbus and Xpeng, but also Korean fashion labels, like Songzio and Osoi.

For 2025, Newark anticipates another dynamic year for the retail market, especially in Paris. “While the number of foreign visitors remains on an upward trend, the positive impact of the Olympics and the reopening of Notre-Dame on the image of the capital will consolidate its status as a major tourist destination. This will only strengthen its attractiveness with foreign brands seeking to grow outside their domestic market”, estimates Antoine Salmon, who already cites around forty projects in progress. Among them are those of the Spanish fashion brand Unfeigned, which chose the Marais, from the label sneakers Italian of American origin Autry and the American high-end furniture brand Restoration Hardware.