Maison 123 has been on the right track since its return to profit in 2021. It is pursuing an expansion plan that is taking shape both in France and abroad. The French women’s fashion chain has been granted sufficient investment capacity by its owner, the Etam group, to open around ten shops in France this year, and to continue to expand outside of its home country while communicating more widely on its transformation.
In France the mid-range clothing brand, founded in 1983, has already set up shop in seven locations this year, including Aix-en-Provence, Cherbourg, Roanne, Val D’Europe and Carré Sénart. It will shortly be opening in Dijon in the Toison d’Or shopping centre, and has plans to set up in Boulogne-Billancourt. In Paris, the brand has moved to rue de la Chaussée d’Antin, having taken over a unit previously occupied by Etam in April. Despite the reduction in floor space compared with the previous location, this address is “experiencing strong growth”.
“Eleven openings have already been agreed, but we could go as high as fifteen given the great opportunities that are opening up”, explains Axelle Mathery, the brand’s general manager since summer 2020. Lille city centre is also on the roadmap.
Maison 123 entered Spain in June with four corners in El Corte Inglés department stores. Two more will open in July, while three are scheduled for the end of the year. The selected cities are Madrid, Santander, Murcia, Seville and Jaen. For 2024, the brand aims to open its first directly-operated stores, “i.e. two to five points of sale in Spain,” says the CEO.
