Posted Jul 20, 2022, 8:00 AMUpdated on Jul 20, 2022 at 8:20 am
Kiabi had never opened such a small store: 447 square meters. The Kiabi Kids (dedicated to 0-12 year olds) that the low-cost clothing brand in the Mulliez galaxy has just inaugurated in Kremlin-Bicêtre (Val-de-Marne) is new for the northern house. The average surface area of its park of 512 stores – including 335 in France – has so far oscillated between 1,200 and 1,500 m2. Above all, this shop opened in the city center, at the foot of the building.
A real paradigm shift for the brand whose stores are 90% on the outskirts. She had already tested between April 2019 and January 2021 four Kiabi Kids, 800 m2, in shopping centers (Angers, Villeneuve-la-Garenne, O’Parinor and Rouen). All of them have become or are in the process of becoming again stores for the whole family (man, woman and child). “But it allowed us to test and confirm the appetite of customers”, justifies Ouarda Ech-Chykry, sales director for the Eastern zones and Paris Ile-de-France at Kiabi.