In Paris, VF Corporation bets on Le Marais with Timberland and Vans

VF Corporation is bolstering its Parisian presence with the back-to-back openings of two of the group’s flagship stores in the Marais. The neighbourhood has become one of the most sought-after areas for international brands.

Timberland has opened a new boutique at 14 Rue du Temple, while Vans has unveiled a large-scale, creative flagship store, underscoring the American group’s interest in urban areas with strong cultural and commercial influence. VF Corporation reports global revenue of $9.5 billion.

The American group’s new stores are located side by side in the heart of the Marais, a stone’s throw from the capital’s Hôtel de Ville. Timberland’s offering is presented in a 130-square-metre space designed by Studio Andrea Caputo. Situated on Rue du Temple, a lively shopping street already home to Rossignol, Aigle, K-Way and American Vintage, the store sits within a particularly dynamic setting for outdoor and lifestyle brands.

The store showcases the brand’s premium lines, exclusive collaborations and heritage outerwear pieces. The brand said the space was conceived as a continuous sculptural landscape, where polished concrete, solid wood and textured surfaces create an environment dedicated to craftsmanship and product presentation. The project forms part of Timberland’s international strategy to expand its presence in Europe’s key cultural capitals, in line with its outdoor heritage and upmarket positioning. The brand generates $1.6 billion in revenue for the group.

A few metres away, Vans opened Vans Le Marais, one of its most ambitious retail concepts in Europe. The store spans 170 square metres on the ground floor, complemented by an outdoor courtyard of around 200 square metres dedicated to cultural programmes and community gatherings.

Also designed by Andrea Caputo, the space adopts a gallery-inspired approach, blending artworks, sensory installations and a selection of premium products. Vans accounts for $2.35 billion of VF Corporation’s revenue. 

The store is the only one in France to stock the OTW line, limited editions and several exclusive capsule collections. OTW features original collaborations, such as the one launched on December 11 with the Californian brand Gallery Dept by artist and designer Josué Thomas, centred on its Authentic 44 model and featuring hand-applied paint marks on each pair.

As part of its global reorganisation initiated over a year ago, Vans had closed its store in Beaubourg. At this new site, the brand is rolling out a programme of events combining music, skateboarding, design and local collaborations, making it a hub for Parisian creatives and communities.

These two openings illustrate the strategy of VF Corporation, which includes The North Face, Timberland and Vans, and which continues to focus on urban markets with strong potential for influence. The American group relies on a global distribution network covering more than 100 countries. The simultaneous arrival of Timberland and Vans confirms Rue du Temple’s dynamic position as a hotbed for brands combining streetwear, lifestyle and outdoor codes.