Rouje Expands with New Store in New York and Two Locations in France

Translated by

Clementine Martin

Published on

25 sept. 2023

Last spring, the French brand opened its first store outside France, at 51 South Molton Street, in the very chic London district of Mayfair. And this summer, the label founded by Jeanne Damas did not sit idle either: the company’s teams worked hard to continue the development of the Rouje commercial network from the start of the school year.

First Rouje store in New York – Rouje

As FashionNetwork.com announced last April, the Parisian brand opened its first store in New York this summer. On an area of ​​200 square meters, it markets the fashion, accessories and beauty collections (Les Filles en Rouje) of the label and raised the curtain just in time for New York Fashion Week, which took place early September.

Located in the Soho district, at 476 Broome Street, it respects Rouje’s minimalist codes and chic Parisian aesthetic. The interior decoration, partially inspired by the style of the art galleries omnipresent in this bustling New York neighborhood, is completed by two works by the artist Nina Koltchitskaia.

“I’ve wanted to open a store for Rouje in New York for a long time, because it’s a city that I love and which has a big influence on my collections,” says entrepreneur and model Jeanne Damas. This “decisive step” for the brand is also a “dream come true”. The brand’s fall collection draws on the minimalist style of New York women.

Interior of the first Rouje store in Bordeaux – Rouje

Founded in 2016, the brand has “long-term plans” and intends to strengthen its presence in the United States with other locations now that the first step has been taken.

Two new locations in France

But Rouje is not abandoning its national market either: on August 1, the label opened two new boutiques in France. Rouje thus inaugurated its first establishment in Bordeaux, as its founder announced last April. At 5, rue Jean-Jacques-Rousseau, a stone’s throw from the La Galerie des Grands Hommes shopping center, the boutique occupies a commercial area of ​​100 square meters.

The brand also opened its third Parisian store. In the capital, it already had a “scalable” space inaugurated in November 2022 at 16, rue de Turenne and another point of sale at 11 bis, rue Bauchaumont, where the company’s headquarters is also located.

For its new store, Rouje chose the 16th arrondissement. At 83, avenue Victor-Hugo, this 130 square meter space is located near the windows of other French brands such as Petit Bateau and Ba&sh. Just like the Bordeaux boutique, this one was entrusted to the care of architect Maxime Bousquet, responsible for creating an “intimate atmosphere”.

Rouje also operates a corner at Galeries Lafayette on Boulevard Haussmann and a space at Bon Marché.

New brand boutique on avenue Victor Hugo – Rouje

Led by entrepreneur Jérôme Basselier, the brand continues to develop its beauty category. Launched in 2018, the line was renamed “Les Filles en Rouje” in May 2022. It is marketed through Rouje points of sale and in specialized Oh My Cream!

The cosmetics collection brings together beauty and makeup products, including facial and hair care items. Last week, the Les Filles en Rouje brand presented its new “made in France” lip oil.

A revamped internal organization

FashionNetwork.com was able to confirm that Émilie Rodié de Montmarin, the marketing director of Rouje since January 2021, had left the company. Following his departure, the internal teams had to be restructured to “best respond to new consumer expectations and new market challenges”.

The firm’s communications department, led by Audrey Michaud Missegue since May 2022, has taken over some of the missions and objectives previously entrusted to the marketing teams. The image and e-commerce departments will take care of the remaining tasks.

The last figures published by the company date back to 2017. At the time, Rouje had a turnover of 2.5 million euros. But in the meantime, the newspaper Les Echos estimated the value of the company at 70 million euros, after raising 10 million euros from the Partech Growth fund in 2020.

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2023-09-25 11:54:24
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