Rails, the Los Angeles-based global lifestyle brand, has opened a pop-up store in Le Marais to connect with its French customers and test a new market.
The store, which Storefront secured for them, is a major step in the brand’s international retail expansion. Rails recently debuted flagship stores in New York and San Francisco, with stores scheduled to open in Los Angeles and London in Autumn 2021. London will also serve as the brand’s UK and European headquarters.
Located at 16 Rue de Poitou, the pop-up shop sits in the heart of the bustling Le Marais neighborhood, a magnet for shoppers and surrounded by contemporary brands and labels.
The 1,200 square foot space was designed with the brand’s core DNA in mind, a combination of an effortless California aesthetic fused with a refined European sensibility. Design elements feature a minimalist color palette coupled with accented wood detailing, succulent landscaping, and vintage textiles throughout the space.
Customers can shop the brand’s newest collection, snap a photo against the Rails Instagram wall, grab a drink at the coffee bar, and relax in the cozy living area. The Summer 2021 Women’s and Men’s collections are available in-store with exclusive access to the brand’s full range of effortless essentials. With a focus on incredible fabrics and innovative, but wearable silhouettes, the collections embody the California spirit and international sophistication.
Rails Founder and Creative Director, Jeff Abrams, said: “This is an exciting evolution for the Rails brand. Le Marais is one of the city’s best shopping experiences and the perfect location for our first European retail footprint. We are looking forward to connecting with customers in Paris and allowing them to experience the full breadth of our collection.”
Mohamed Haouache, CEO and founder of Storefront, said: “It was an absolute pleasure to work with Rails and to help them find such a perfect location in Paris. Le Marias is an exceptionally popular and prestigious neighbourhood and I just know that Rails will be incredibly successful.
“They are a brilliant brand with huge ambitions. I look forward to working closely with them over the next few years as they continue to expand. It’s certainly going to be exciting.”
The pop-up store not only allows Rails to test new markets for potential permanent retail locations, but provides an opportunity for the brand to connect directly with its Parisian customers and offer them the full breadth of its collections.
Address: 16 Rue de Poitou, 75003 Paris, France
Store Hours: Monday through Saturday from 11am to 7pm, Sunday from 12pm – 6pm.
Founded in 2008 by Los Angeles native, Jeff Abrams, Rails has grown from a small label – started with just a single hat – into a full collection of women’s and men’s apparel. Sold at top international retailers and worn by a loyal following of celebrities and tastemakers, the brand has come to define a new classic heritage and relaxed sensibility. Rails, which started with a $5,000 investment, is now sold in more than 40 countries, and has generated more than $500 million in retail sales to date.