Sir Plus, the British menswear brand known for its sustainably-made staples and utility-inspired outerwear, is popping up for nine weeks in the Le Marais district to increase visibility and boost sales. Booking – a fashionable boutique outlet on the right bank of the Seine – the brand is cashing in on the Christmas buzz amidst the ever-popular Holiday season for retailers.
Behind the pop-up concept
The brand, who has amassed a huge following in England, attributes its growth to “meeting people face to face, getting to know our customers and spreading through word of mouth,” states Reiss Smith, Content Manger at Sir Plus. Smith also states he sees this pop-up store in Paris as a great opportunity for the brand to break into the French market and get to know its customer base here too. It’s also the first time Sir Plus has opened a proper, stand-alone store outside of the UK.
The store, as Smith points out, is “quite cozy and nice, in that you can fit 6-7 people so with every person that comes in you can have a conversation with them.” Smith says the brand and staff prefer this type of hands-on approach so that customers are not left wandering around without dedicated assistance. With an intimate vibe, Sir Plus is able to sell its signature styles to both loyal and new customers and even get to know them in-person.
Inside the space
“The Paris pop-up is sparce” says Smith, “with a minimal and industrial feel” that really lets the products shine through. The shop itself has wood paneling, and Sir Plus decided to feature the products without too much emphasis on design and decor, in order to allow customers to enjoy the pieces and collection.
The pop-up store will run through December.