The mid-to-high-end shoe brand, founded in 1966 within the Eram group, is presenting a completely new store concept in Paris.
Bocage wants to embark on a new cycle in its history in 2025. A brighter, more modern setting is being unveiled in its sales outlet on Avenue de Villiers, in the 17th arrondissement (100sq m), located opposite L’Appartement Sézane.
This latest retail format is “the continuation of work undertaken for almost three years to give new impetus to the brand, with a reworked brand platform and graphic identity. The previous concept was already twelve years old and it was necessary to evolve the showcase of our collections,” says Juliette Biotteau, who took over the management of the brand in 2022 with her sister Charlotte. The great-granddaughters of the founders of Eram are also at the helm of the menswear label Montlimart.
Gone are the mustard yellow of the facade, the dark walnut and the patterned tapestries, Bocage intends to keep its warm atmosphere but to breathe more light with “lighter wood, more open windows to let in all the light and furniture with organic and irregular shapes”. The facade is now cream-coloured and the brand name is accompanied by its monogram logo, created two years ago. The company called on Atelier Deux-Cé to develop this new format, which spans approximately 80sq m.
