Asphalte launches its first permanent retail space in Paris

After exploring the pop-up store concept with three temporary locations in Paris over the past year, the Bordeaux-based label has now established a substantial permanent presence. Occupying a 200-square-meter space on rue des Petits Carreaux in the 2nd arrondissement, Asphalte’s new store presents an extensive range of both men’s and women’s collections.

Nestled beneath the “Oasis d’Aboukir”—a towering 23-meter vertical garden crafted by landscape designer Patrick Blanc in 2013—the Asphalte storefront stands out with its dark wood signage set against a clean white background. Inside, the store’s decor features comprehensive wood paneling from the floor up and bespoke furniture, complemented by sculpted stone and expansive glass roofing. This carefully curated environment spans two levels, each devoted to one of the brand’s gender collections. 

Ideally located between the bustling rue Montorgueil, Grands Boulevards, and the Bourse district, the store is scheduled for its official launch on September 12. However, a select group of Parisian customers were granted a preview from September 3 to 5. Many were already familiar with the brand’s product lineup—including sweaters, shoes, coats, jackets, T-shirts, and sweatshirts—previously available solely through special preorder events. The physical store now offers these customers the chance to experience and try on various product styles and color options directly.

William Hauvette, the founder of Asphalte, reinforced the importance of the physical retail space. “While online preorders remain our core strength,” Hauvette explained, “the brick-and-mortar store plays a crucial role in attracting new customers and enhancing the shopping experience for existing ones, thus extending our vision of the preorder model.”

Asphalte has consistently marketed its products as durable essentials through vigorous social media campaigning. Available only for a limited time through preorder to minimize surplus stock, these products command a premium when available directly from the store—for instance, the “Ultimate Jean” retails at 139 euros off-the-rack, compared to 99 euros via preorder.

This flagship store heralds a broader retail strategy projected to contribute up to 15% of Asphalte’s total business by 2027. Looking ahead, the brand plans to introduce more pop-up events in Paris next year, with prospects for a second permanent location by late 2025 or 2026. Expansion considerations extend beyond Paris to Bordeaux and Lyon and internationally to Germany, which currently generates 15% of Asphalte’s sales. The upcoming expansion of the women’s line in Germany faces unique challenges due to the dispersed customer base compared to France.

Launched nearly three years ago, the women’s line now represents 30% of Asphalte’s business, with plans to gradually bring it to parity with the men’s offerings. Currently, the women’s line has fewer items than the men’s, particularly in the ‘Eternals’ category—pieces available for preorder year-round—with only three women’s items to 10 for men.

The expansion into women’s accessories will soon include the debut of a handbag crafted in Biarritz, followed by technical sneakers set to launch in November and a complete sportswear ensemble in 2025. Asphalte’s progression towards more intricately produced items will also introduce new accessory categories, including sunglasses. “Venturing into children’s products is definitely on the horizon,” shared Hauvette, “though not immediately planned.”

The establishment of this new site increases Asphalte’s workforce to approximately 50 employees. After generating just under 30 million euros in revenue last year, the brand is targeting growth of 20-25% this year. Despite the challenging economic climate compressing textile expenditures, Hauvette remains optimistic: “We are fortunate to experience a strong year with our first substantial profitability, amidst a paradigm shift towards more sustainable consumption habits, even as fast fashion continues to expand,” he noted. 

Asphalte’s retail expansion, burgeoning women’s segment, and growth in the German market stand as current pillars of growth, while the men’s sector in France is showing signs of revitalization after a period of stagnation.