Phoebe Philo has shifted to a higher gear, opening its first physical store in France, a 50-square-metre space on the first floor of Galeries Lafayette Haussmann in Paris that was inaugurated on February 19. Last November, Phoebe Philo opened its first shop-in-shop in London at Dover Street Market. The Paris opening coincides with the recent launch on Phoebe Philo’s e-shop of the second drop of the B Collection, the label’s second collection.
A look from Phoebe Philo’s B Collection – Phoebe Philo
Just over a year after launching its first collection, the high-end ready-to-wear and accessories label distinctive for its chic minimalist style has reached a new milestone with this sizeable new Parisian shop-in-shop. It isn’t a fully-fledged monobrand store yet, but it looks very much like one.
Philo, the former creative director of Chloé and Céline, took her time to develop and prepare her project over the course of two years. She initially commercialised her label only through an e-shop in a handful of countries, presenting a limited number of items.
In April 2024, she made a first foray into physical retail by granting US department store Bergdorf Goodman, for a limited length of time, the exclusive opportunity to sell a selection of clothes and accessories in advance. A few months later, in September, she announced she had inked commercial deals with six other physical retailers: Dover Street Market in London and Paris, 10 Corso Como in Milan, Maxfield and Neiman Marcus in Los Angeles, and The Webster in Miami. For the retailers in question, it was guaranteed success.
Finally, last October, Phoebe Philo announced its entry into the Asian market through phoebephilo.com, as well as via various multibrand retailers that are commercialising its products adopting the same model deployed in Europe and the USA. The label established partnerships in Tokyo, Japan, with Dover Street Market Ginza and Isetan Shinjuku; in Sydney, Australia, with Parlour X; and in Seoul, South Korea, with Shinsegae International.
Philo founded her eponymous label in London in September 2020 with her husband, real estate entrepreneur Maximilian Wigram. The LVMH group has bought a minority stake in the label. In recent months, Phoebe Philo added to its staff by appointing, among others, Bruno Sialelli, former creative director of Lanvin, as head of ready-to-wear design.
