Destination Printemps Plage

Ms Laplace, how did Printemps Plage come to life?
The store was missing the kind of space that would enable us to offer a better swimwear shopping experience. Rather than rely on the usual hooks and arms display, we wanted to create a story around swimwear that would reinvent that holiday vibe while providing our customers with everything they need in one spot.
How would you define the identity and concept of the space?
We wanted for the décor to be reminiscent of a holiday resort in Formentera or Capri: a cozy atmosphere with a “boho-chic” vibe via vintage interiors, simple lines, precious materials and a few green touches. 
What were the initial reactions?
Our customers really liked the concept. They get that holiday feeling and they have everything they need right there!
Tell us about the offer and the positioning. How did you select the brands?
As with the lingerie department, our swimwear selection was initially based on our established brands whilst also taking into account the latest market trends. We have our long-term partners such as Pain de Sucre, DnuD, Banana Moon or Janine Robin, to name just a few, alongside our own new private label Au Printemps Paris, at a lower price point. Other key brands that complete our offer include must-haves such as Eres and Seafolly as well as young, upcoming and sought-after brands such as Luz.
Other than swimwear, do you also stock accessories?
Yes, of course, the idea behind Printemps Plage is to have everything in one place; swimwear, beachwear as well as beach-ready accessories. Our selection includes straw bags and fabric totes by Sans Arcidet and Vanessa Bruno; shoes by K Jacques, La Maison de l’Espadrille, Les Tropéziennes and Birkenstock; jewelry, hats, clutches by Au Printemps Paris, Hipanema and Antik Batik; sunglasses by Ray Ban, Persol, Marc by Marc Jacobs, Michael Kors, See Concept and Waiting For The Sun; beachwear items by Antik Batik, Majestic, Essentiel, Hoss Intropia to name just a few; beach towels by Kenzo, Calvin Klein, Ralph Lauren, Hugo Boss, Yves Delorme, Olivier Desforges. And there's more! Printemps Plage also features a selection of sunscreens by Clarins, Estée Lauder, Esthederm, Lancaster, Nuxe, Shiseido and Sisley, hair products by Christophe Robin and Leonor Greyl, detox products by Nubio, carefully selected books and Lomography cameras for all your vacation shots or snaps or pictures!
How did you organize the space from a merchandising standpoint? 
Printemps Plage is a 5,300 sq. ft. space divided across two floors designed to give the place its own pace or flow to and offer a wide range of the styles that our customers love, at the same time allow allowing them to discover or uncover, touch and try the items.
Do you offer special services?
We provide the same services that are available to all our customers; personal shopping and home delivery among others.
Which are the most successful brands and why?
Eres is the must-have for swimwear and the reference brand when it comes to shape, cut, fit and color. Tapping into the sporty chic trend, Australian brand Seafolly introduces a chic and easy look with color blocking and comfortable fabrics. Princesse Tam Tam and Calvin Klein are very popular among women who look for new shapes and fabrics. DnuD stands out for its vintage colors and its one-piece suits that fit all body types. Our own brand Au Printemps Paris has also been performing well thanks to its high quality, affordable prices and sought-after hand-woven totes.
What is the biggest trend this season?
The swimsuit trend is becoming more apparent, although the bikini is still a must. More than a trend, a new segment is coming to life: one-piece suits are no longer only for swimmers only, they are embellished with plunging necklines and set a new standard for elegance.
For In swimwear, colors follow the global fashion trends with pastel blues and pinks. Bright pop colors like yellow and red add some a certain spark to the selection and are wildly popular due to their tan-enhancing qualities! This season's prints are very ethnic with African fabrics featuring traditional wax tribal prints.
Timeless classics are always strong, whether it's nautical stripes or black swimsuits. 
So is Printemps Plage a pop-up?
Yes, it’s only open until August 31st. and we hope to come up with a whole new concept next year!