Paris, London, Stockholm… Carhartt WIP expands its store network in Europe

Carhartt WIP is pursuing a dual strategy in Europe. In its mature markets, the brand which finds its origins in workwear American is strengthening its presence in key cities. At the same time, it is on the offensive in markets with high potential, such as Scandinavia.

In Paris, the brand has doubled down on rue Saint-Honoré, near the Forum des Halles, where for almost twenty years Carhartt WIP has been able to count on a store located at number 66, close to recognized streetwear players like Starcow, and where Champion has just set up its new store dedicated to its premium lines.

The brand, developed from Basel in Switzerland by the Work in Progress team led by Edwin Faeh, clearly wanted to assert its presence in the heart of Paris, where it already had four stores under the brand and wide distribution among multi-brands and retailers. department stores, notably with corners in Citadium stores.

After refurbishing its Marais store, located on rue du Temple, at the start of the year, the proposal on rue Saint-Honoré was revised.

The new store, located at number 72, at the intersection with the street Vauvilliersshould allow the brand to best express its universe with a concept developed by Salomée Faeh and the Milanese architecture studio Andrea Caputo.

In this place, Carhartt WIP presents its men’s offering and uses “raw industrial materials, such as concrete and galvanized steel which combine perfectly with solid wood furnishing elements, giving the whole a stylish aesthetic. both contemporary and warm”, specifies the brand in a press release. However, it retains its historic location and dedicates it to its women’s collection. If the company does not give its turnover or its breakdown, it says that its women’s lines are experiencing the strongest growth and are set to expand.

This is the first store entirely dedicated to women in France, where Carhartt WIP has around ten stores in Annecy, Lyon, Bordeaux, Lille, Toulouse and Rennes, as well as some 150 resellers, for a proposition launched in early 2000s.

European development

It is not only in Paris that the label, which boasts more than a hundred stores around the world, is strengthening its footprint. Over the summer, he doubled down in Vienna, Austria, by setting up a major location in the city center on Mariahilferstrasse. He also opened a third Milanese boutique on Corso Garibaldi.

In November, it will move its London flagship from Soho to 33-35 Brewer Street in a space with its new concept, and much larger than its previous location. An operation which will allow it, here too, to present its collections dedicated to women. It has four branded stores in the English capital.

And by the end of the year, this time it is Madrid which will benefit from a second store. The Spanish capital has a store on Calle Augusto Figueroa, while Barcelona already has two locations.

With its new store concept, Carhartt WIP is also strengthening itself in Scandinavia. This week, the label is opening a new address managed directly by its teams in Copenhagen. It already had four stores with partners. In the coming month, he will also open a first store in Sweden, in the center of the capital Stockholm, on the corner of Norrlandsgatan and Mäster Samuelsgatan streets. Carhartt WIP is also setting up a showroom in the city for the Swedish market.