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Brief Published: 27 Mar 2014

Caudalie Store-Spa Flagship, LA


French ‘vinotherapie’ (grape-derived) skincare brand Caudalie has opened a community-focused West Coast flagship in Venice Beach, California that combines both sales and services in a fresh model of hybrid retailing.

The 1,000 sq ft boutique was designed by co-founders Mathilde and Bertrand Thomas and features the brand’s signature Barrel Bar – a central counter for sampling products, as well as its first full-service spa in the US.

Inside, the space has a French-inspired living-room aesthetic. Outside is a garden seating area – a consciously tranquil space deliberately conceived to reflect the relaxed, informal ethos of the local community. Supporting the community-centric focus, the store will also host events throughout the year where visitors can get more closely involved with the brand.

“The boutique is a place where consumers can come and be completely immersed in the brand story,” commented Mathilde Thomas on the launch.

The boutique carries Kure Bazaar, the first eco-natural nail lacquer brand from France, and Caudalie’s standard line of products, including its anti-ageing creams, which are derived from leftover grapes and vines from Chateau Smith Haut Lafitte (the Thomas’ family vineyard). It also stocks boutique-exclusive products under the label Les Introuvables. 

To read more about how brands are widening the remit and role of their physical store environments, using lifestyle references to engage more deeply with consumers, see our reports Products Hubs: Experimentation & Co-Creation in the Future of the Store Industry Trend, and Future Stores: Brand Hubs & Product Playgrounds

For more on key trends in beauty retailing, see our key 2014 overview, Beauty Retail Trends 2014.