Naked Copenhagen unveils its Parisian abode

By

Marion Deslandes

Translated by
Roberta HERRERA

Published
Jan 16, 2024

Naked Copenhagen is finally launching its flagship store in Paris—a project long in the making for the Danish sneaker brand. Originally set to launch in early 2023, the store opening was delayed by one-year. As part of the Courir Group, the multi-brand concept targeting women has found its place at 38 Rue Sainte-Croix-de-la-Bretonnerie, nestled in Paris' trendy Marais district in the 4th arrondissement. This marks its first store outside Denmark, where it already boasts two locations.

"For five years, we actively sought to establish a presence in Paris, a city I called home for two years," recounted Stine Lindholm Pedersen, co-founder of the company established in 2004 alongside Tommas Olsen. "The Covid-19 period brought things to a standstill, but we continued to believe in this dream we endeavored to turn into reality. Now, Naked Copenhagen has found its place on a bustling street in our favorite neighborhood."

Adjacent to the culinary haven Eataly, the concept store Fleux, and renowned brands like The Kooples and Ba&sh, the new establishment, which opened its doors on January 16, spans 300 square meters, boasting a Nordic aesthetic characterized by clean lines, organically shaped furniture, and solid hues including sky blue, fresh buttery yellow.

"Our aim was to showcase our Scandinavian DNA, combining simplicity and aesthetics to let the products speak for themselves," she explained. An oversized screen within the boutique also displays lifestyle images of women wearing sneakers.

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In the footwear sector, the premium brand offers prominent sports names like New Balance, Asics, Nike, Adidas, Timberland, or Saucony. A selection of ready-to-wear is also available, featuring exclusive labels such as Stüssy, Martine Rose, Kernemilk, Oval Square, and Aries. Additionally, accessories like eyewear, bags, candles, and more complement the assortment.

Despite catering predominantly to women, the multi-brand store does not exclude men from its clientele. In fact, the displayed shoe sizes go up to 43, and there are even a few pairs of sneakers for kids.

Currently, the Danish brand's ambition extends beyond opening a second store in the French market. Instead, it aims to grow its footprint by "targeting major European cities", said the CEO, keeping the next location under wraps. Looking ahead, the brand also has its sights on more distant regions, "like the United States, where I grew up, for example, specifically New York or Los Angeles, and Asia, including Tokyo or Shanghai," she listed.

Acquired by the French Courir Group in 2021, itself purchased by the British JD Sports in 2023, Naked Copenhagen conducts 80% of its global sales—although specific figures are undisclosed—through its online platform. The French version of its e-shop was launched in 2022.