The Abercrombie & Fitch store at 23 avenue des Champs-Élysées has had its share of ups and downs. In May 2011, for its inauguration, the American sportswear brand saw a horde of nude models ready to rock Paris' most famous avenue. With its "All American" ambience, electrifying DJ and signature fragrance diffused continuously throughout the floors, the brand found its Parisian audience.
Fate, however, decided otherwise. A mysterious fire ravaged the 2nd floor in 2013, necessitating a complete renovation. Then, in 2021, faced with the Covid-19 pandemic and growing public disinterest, Abercrombie & Fitch finally closed its doors, leaving the 1,200 m2 mansion abandoned... Until now!
According to FashionNetwork.com,high-end furniture company Restoration Hardware (RH) is taking over. Founded in 1979 in California, RH has made a name for itself in its field with its rustic-sophisticated hybrid style, composed of clean, elegant lines. This first Parisian boutique will be spread over four floors and should follow the same model as its counterparts across the Atlantic: an interior in the form of a stylish "gallery" with perhaps, as a bonus, an American-style restaurant and wine bar.
Away from the sportswear hustle and bustle of yesteryear, this new address will invite passers-by to an upgraded experience, somewhere between American chic and Parisian elegance. The opening date is as yet unknown.
To be continued...
Official website
rh.com
