Calvin Klein to open a store on the Champs-Elysées

It’s official. The storefront at 44 avenue des Champs-Elysées has been changed to the Calvin Klein black and white logo. The store was previously occupied by the short-lived concept store for the Netflix series Stranger Things.

A few months ahead of the Paris Olympic Games, which are expected to attract a large number of international tourists to the city’s flagship avenue, the American brand of the PVH Corp group is taking on a 440-square-metre space on two levels (first floor and -1).

For the time being, its immediate surroundings remain unclear, as negotiations are underway for the adjoining former Disney Store.

Calvin Klein, which relies on its new global brand president Eva Serrano, in post since last December, is gradually repositioning its offer and clarifying the lines between its Jeans by CK and Calvin Klein lines.

“As far as Calvin in Europe is concerned, we continue to focus on flagship products and offer new products in all categories,” explained Stefan Larsson, PVH Group CEO, in a conference at the presentation of the latest half-year results.

“The brand recently launched its Fall 2023 campaign, featuring iconic denim underwear. And for the first time in many years, more refined sportswear products that Calvin Klein consumers love. And we have a lot of progress to make in this area.”

“Our teams have created the best global key products for men and women, which will be consistent across international assortments and, together with essentials, will account for 20% of SKUs and a much larger share of total sales from autumn 2024. We are deepening our flagship product offering and lifestyle expansion through targeted marketing, while creating brand appeal for exclusive product activations in leading cities such as London, Paris and Milan,” he asserted.

The forthcoming opening of a flagship store in Paris will undoubtedly put the brand in the spotlight.