Asphalt launches its first permanent retail space in Paris | kbnmart

After exploring the concept of pop-up stores in three temporary locations in Paris over the past year, the Bordeaux-based brand has established a significant permanent presence. The new Asphalte store occupies a 200-square-metre space on the Petits Carreaux in the 2nd arrondissement, and offers a wide range of men’s and women’s collections.

Located beneath the “Oasis d’Aboukir” – a towering 23-metre-high vertical garden designed by landscape designer Patrick Blanc in 2013 – the Asphalte store is characterised by its dark wood panels set against a clean white backdrop. Inside, the store’s décor features floor-to-ceiling wood panelling and custom-designed furniture, complemented by carved stone and a vast glass ceiling. This carefully curated environment spans two levels, each dedicated to one of the brand’s unisex collections.

Ideally located between the bustling Montorgueil, Grands Boulevards and the Bourse district, the store is set to officially open on September 12. However, a select group of Parisian customers were given the opportunity to preview from September 3 to 5. Many of them were already familiar with the brand’s range of products – including sweaters, shoes, coats, jackets, shirts and sweatshirts – which were previously only available through special pre-order events. The physical store now offers these customers the opportunity to try on and try out the different product styles and colour options firsthand.

William Havitt, founder of Asphalte, emphasized the importance of physical retail space. “While online pre-orders remain our core strength, the brick-and-mortar store plays a crucial role in attracting new customers and enhancing the shopping experience for existing customers, thus expanding our vision for the pre-order model,” Havitt explained.

Asphalt has marketed its products as durable essentials through strong social media campaigns. The products are available for a limited time only through pre-order to reduce excess inventory, and are priced higher when available directly from the store – for example, the Ultimate Gun retails for €139 when it launches, compared to €99 through pre-order.

The flagship store heralds a broader retail strategy that is expected to contribute up to 15% of Asphalte’s total business by 2027. Looking ahead, the brand plans to introduce more pop-up events in Paris next year, with potential for a second permanent location by late 2025 or 2026. Expansion considerations extend beyond Paris to Bordeaux, Lyon and internationally to Germany, which currently generates 15% of Asphalte’s sales. The upcoming expansion of the women’s line into Germany faces unique challenges due to its more dispersed customer base compared to France.

The women’s line launched nearly three years ago and now represents 30% of Asphalte’s business, with plans to gradually bring it on par with the men’s offering. Currently, the women’s line has fewer items than the men’s line, particularly in the “Eternals” category — pieces available for pre-order throughout the year — with just three women’s pieces versus 10 men’s.

The expansion into women’s accessories will soon include the launch of a handbag made in Biarritz, followed by technical sneakers set to launch in November and a full sportswear collection in 2025. Asphalte’s move into more sophisticated items will also introduce new accessory categories, including sunglasses. “A venture into children’s products is definitely on the horizon, though it’s not immediately planned,” Havit said.

The new site brings Asphalte’s workforce to around 50 employees. After generating around €30 million in revenue last year, the brand is targeting growth of 20-25% this year. Despite the tough economic climate that is putting pressure on textile expenses, Havit remains optimistic: “We are fortunate to have had a strong year with our first significant profitability, amid a paradigm shift towards more sustainable consumption habits, even as fast fashion continues to expand,” he noted.

Asphalt’s retail expansion, women’s segment growth and growth in the German market remain the current growth pillars, while the men’s segment in France is showing signs of recovery after a period of stagnation.