The Provencal decoration is invited to Paris, the Sign Alinéa bets on a location in the city center

A southerly wind blows over Paris with the arrival of a decoration with Provencal inspiration. Indeed, the brand Alinéa,opened on June 9 a shop in Paris Intra-muros in Saint-Germain-des-Prés. This new shop is in addition to the 9 others kept by the brand in the south of France. Through these 9 stores, the brand has been able to refocus on its safe values in order to perpetuate the activity following difficulties. Thus, the opening of this shop, far from the favorite lands of the brand, shows itself as a beautiful hope. This opening is in a way a new beginning for the brand that seems to prove its resilience. The Provencal-inspired decoration of Alinéa inspires and appeases the capital. The charm of the Mediterranean and the French know-how set out to conquer the Parisian cobblestones. An implementation accompanied by Cushman & Wakefield and which suggests new perspectives.

Paragraph and its Provencal decoration, a new establishment full of hope

The Alinéa brand has been offering Provencal-style decoration and furnishings since 1988. The brand was born in Avignon. Its geographical origin is also a strong anchor in the current strategy of the brand. As a return to the roots, it asserts its southern identity and its Mediterranean accents through its products. Indeed, no less than three years ago the brand suffered difficulties that led it to reinvent itself. Like the phoenix, the brand seems to be reborn from its ashes by attaching itself to a more assertive DNA but also to values that are anchored in their time.

While keeping its roots, decoration and furnishings in Provencal style, Alinéa has set itself a challenge. It is about commitment. Indeed, in order to stand out, the brand has chosen to be reborn based on made in France and responsible manufacturing. The objective for the brand is to make Provencal and authentic know-how accessible to all. A strategy on the fringes of that of other development giants. Thus, by refocusing on its values and commitments Paragraph seems to resume its growth in a positive way.


And for good reason, on June 9, 2021, the brand opened a new shop in Saint-Germain-des-Prés. It takes its place in the heart of the rue de Rennes on no less than 700 square meters of which 455 are dedicated to the sale. Thus, the Provencal decoration settles in Paris and spreads its sunny atmosphere, friendly but also authentic. Indeed, in the heart of the new store, the brand offers a real immersion in the whole of its range of furniture, decoration and its French way of life.

In accordance with its origins and values, Alinéa offers its vision of the south through its perfumes, its acessoires of Provencal decoration, but also through its delicatessen. Indeed, Provence is also a well appreciated local gastronomy. Finally, through each product, consumers will be able to find the commitments made by the brand. The products reflect in particular the relocation, the know-how, the local companies and craftsmen who bring to life the living heritage of the south. There would no longer be any need to go on holiday in the south… A tour at Alinéa almost feeds the desires for sun for the inhabitants of the capital.

Provencal decoration Paragraph lavender south
Paragraph adopts a strategy to promote made in France and the know-how of the south

A vigilant and controlled implementation alongside Cushman & Wakefield

In its development strategy Alinéa has already experienced the pop-up store to highlight its provencal decoration and furnishings items. Indeed, the brand had made a pop up store in the heart of the Docks of Marseille. However, the experience took place in conquered territory, or at least in the heart of the region where the brand originated. A successful experience alongside Cushman & Wakefield.


Cushman & Wakefield is one of the world leaders in corporate real estate services. The group now works with 50,000 employees in 70 countries worldwide and has no less than 400 offices, Cushman & Wakefield achieved in 2020 a turnover of 7.8 billion dollars. On the NYSE, the company supports companies, investors or owners in all their real estate efforts.

It accompanies them from beginning to end. That is to say, from strategic thinking to the layout of the premises in order to make the right choices. For the establishment of its new shop in Paris, Alinéa has again been able to count on the expertise of the network. Thus, the brand is developing again and imposes its values on the capital in order to anchor its place in the hearts of Parisians. Today, the brand is present on the territory with 14 stores including one in Mérignac and one in The Teste de Buch. Like what, the south and the Provencal decoration have their place everywhere on the territory.

Sources:

“alinea invites itself to Saint-Germain-des-Prés for its first establishment in the city center” Cushman & Wakefield, press release of June 3, 2021

ALINEA UNDERTAKES” Paragraph

Find my store Paragraph” Paragraph


Cushman & Wakefield

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