DnuD consolidates its presence in Parisian department stores

After having seasonal spaces at Bon Marché and Galeries Lafayette in Paris, the high-end swimwear label DnuD, which is expanding its catalog with a line of homewear casual chic, is setting up there this fall with permanent corners. The brand of swimwear, founded in 2002, intends to get closer to its local customers and international tourists who are fond of Parisian department stores.

“For around ten years, we have been managing our seasonal stands in concessions, now we are established permanently and we want to consolidate our fashion offering in winter,” rejoices Georges Vicidomini, the founder and director of the brand. DnuD is thus settling for good on the left bank of Paris at Bon Marché (7th arr.) and also on the right bank at Galeries Lafayette on Boulevard Haussmann (9th arr.).

The challenge of having a permanent presence in the capital

Two bright spaces with a refined design, between ivory walls and light wooden floor, where she will present her elegant tulle underwear (the lingerie range was launched in 2017) as well as her new line ofeasywear including bras (from 68 euros), cotton tank tops and second-skin shorties and pieces cocooning like alpaca sweaters (at 260 euros), sweatshirts and leggings in stretch fleece. Then, from spring and during the summer season, she will market her collection of swimsuits in pop colors (June and July being her two best months).

In addition to its three own boutiques located in Cannes, La Baule and Belle-Ile-en-Mer and its corners in Parisian department stores, DnuD markets its pieces on its website (digital accounting for 25% of its activity) and it is resold in a network of 200 high-end points of sale in France, including luxury hotels such as the Molitor in Paris and the Villa Calvi in ​​Corsica. The brand, which expanded its Cannes boutique (doubling it in size last year), plans to open two additional boutiques in France by the end of 2025. In its sights: Bordeaux, Biarritz or Aix-en -Provence.

Internationally, its best markets are Italy and Germany. “Our strategy is to continue to develop in Europe, where we have around 500 resellers, with our network of around ten agents, and to consolidate our presence on the American market, where we now have around fifteen resellers. “, explains Georges Vicidomini. The brand, which is looking for customers and sales agents in the United States, exhibited its collections at the Cabana show this summer in New York and will be present at the next New York edition of Curve in February 2025.

The claw of swimwear Parisienne, which employs around fifteen people and whose headquarters is based in the 15th arrondissement of the capital, remains discreet about its financial performance. DnuD claims to have “maintained this year” despite a tense context for the French brands and “growth of 8% between 2023 and 2024”. In the accounts filed on the Internet, the latest turnover of the DnuD company was 3.7 million euros for the year 2021.