Napapijri Makes Bold Parisian Return with New Flagship Store

Napapijri, the brand renowned for its unique blend of premium outdoor sensibility and urban style, has marked its return to the French capital with the grand opening of a new store. Located at 25 rue Étienne Marcel, in the bustling second arrondissement, the space previously housed Scotch & Soda, signifying a strategic move into a key fashion district. This opening highlights the brand's renewed focus on the French market.

The design of the new Parisian flagship was a collaborative effort between Milanese architecture studio Vudafieri-Saverino Partners, led by Tiziano Vudafieri and Claudio Saverino, and the Superspatial studio. The store showcases a striking contrasting aesthetic, marrying industrial elements like textured concrete, galvanised metal, and raw wood with the refined softness of natural stone and warm tones. A central feature is the 'Open Archive,' an imposing metal bookcase designed to visually connect Napapijri's rich heritage, inspired by 20th-century expeditions, with its forward-looking vision.

Choosing a location in a busy fashion district, a short distance from the Forum des Halles, positions Napapijri among influential retailers. This district is also home to independent stores like Shinzo, known for its highly curated gorpcore aesthetic. This new location marks a shift from Napapijri's previous key stores on rue de Rennes and rue Royale, reflecting a deliberate strategy to engage with contemporary fashion trends and consumers.

This Parisian opening is the second store to adopt the new retail format, following the successful launch in Marseille at 42 rue Francis Davso. These new concept stores are pivotal in articulating Napapijri's identity as it stages a significant comeback with consumers, capitalising on the current momentum within the outdoor apparel market. Further solidifying this strategy, a third boutique under the new concept has recently opened in La Clusaz with a partner, and the brand plans to roll out this new approach with partners in Turkey and South Africa in the coming months.

The VF Corp-owned brand has undergone a substantial overhaul in recent seasons. A decade ago, Napapijri boasted nearly fifty branded stores and around 250 stockists in France. The recent transformation was initially steered by Silvia Onofri, who has since transitioned to become managing director of Miu Miu. At the beginning of summer, Valentina Visconti Prasca, a former Yoox executive, was appointed to head the brand, signaling a new chapter.

Napapijri's commitment to contemporary creativity and its historic codes is evident in its recent collaborations. The brand recently unveiled the second instalment of its partnership with Martine Rose, showcasing a desire to connect with modern aesthetics while honoring its roots. In a similar vein, a collection was also presented with Italian ski legend Alberto Tomba, further cementing its ties to a rich heritage of exploration and sport.

Despite not being among VF Corp's flagship labels, the ambition under Valentina Visconti Prasca's leadership is to significantly grow the brand. Founded in 1987 by Giuliana Rosset and drawing inspiration from challenging polar expeditions, Napapijri is poised for a robust expansion, leveraging its unique identity and refreshed market strategy.