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Brief Published: 22 May 2014

Bonpoint-Ladurée Concept Store

Extra

Building on its existing clutch of venues in New York, high-end French childrenswear brand Bonpoint has opened its first concept store in Soho, Manhattan with a destination that overlaps with fellow French brand – luxury patisserie, Ladurée.

The single-storey destination is located on West Broadway, adjacent to Ladurée, which opened in April 2014. While the shops are run as separate spaces, they share a backyard. This is primarily Ladurée’s al fresco dining area, but has doors leading out from Bonpoint, encouraging a mix of clientele. 

Split into two sections, the front of the Bonpoint store features fitting rooms decked out like a makeshift playhouse, while the back carries more apparel plus a shoe wall, layettes (collections for newborns and very young children), and two comfy sofas to encourage dwell time.

To mark the store’s opening, the brand launched an exclusive capsule collection in aid of New Yorkers for Children (NYFC) – a non-profit organisation established to provide aid to children in the city’s welfare system. Further playing to its French roots, a range of limited edition bracelets by French jewellery designer Aurelie Bidermann was also launched in aid of NYFC. 

For more on the convergence of hospitality, see Retailer Restaurants, Jigsaw Emporium and Guerlain’s Restaurant. For more on tactics to increase dwell time, see Slowing the Journey.

For more on the evolution of retail for children, see Next-Generation Retail for Kids, Kids Stores Grow Up and The Rise of Edutainment.

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