The cosmetics brand inaugurated a first pop-up store in Paris, in the 18th arrondissement, in November 2023. Then, a new ephemeral space, on April 2, 2024, at Printemps Femme. Finally, the brand, founded by Ning Liand who counts Xavier Niel And Marc Simoncini in its capital, will arrive, permanently, on April 24, on the ground floor of the Spring of Beauty. This first 32 m2 corner was designed by the Norwegian agency Snøhetta.
“Typology is a brand born from digital, our first step in retail with Printemps, marks a turning point for deployment in physical retail. However, for Typology, it will be about working with a very small number of partners who understand our desire for long-term brand building, which will complement our digital sales channel which will remain our strength.specifies Ning Li, founder of the brand.
Balancing game with exclusive offers on the website
Created with its own funds and until now 100% digital, the Typology brand carried out in 2019 a first round of funding of 10 million euros from English and French funds but also from private investors including Xavier Niel and Marc Simoncini. This first store will therefore allow the brand to express the full breadth of its offering, including the 9-ingredient cream in its very recognizable aluminum tube, Typology’s best seller.
Even if the risks of vampirization are very reduced with a single point of sale, managers still intend to maintain exclusive offers on the Web. Indeed, new solar products will be available from May 3, but only on the brand’s website.
