Destrée opens a flagship store in New York

Destrée steps up a gear in its flagship market. Having strengthened its presence and reputation in the US market over the last few seasons, via a large multi-brand network and sales to private individuals and their circle of friends, the French brand is now opening its first boutique in New York.

The label has opened its contemporary universe with retro touches in a 120-square-metre space at 837 Madison Avenue, two blocks from Central Park at the foot of a red stone building, between Prada and Akris and opposite Elie Saab. A very upmarket neighbourhood that matches the label’s ambitions. To give the place a strong atmosphere, the furniture has been hunted down and the deep green used as the brand’s signature applied.

Since 2022, the ready-to-wear and accessories brand, now evolving in the luxury universe and founded by Laetita Lumbroso and Géraldine Guyot in 2016, has set up shop in Paris and then Seoul.

“As the United States is our number one market, it was essential to offer our American customers a place where they could fully discover the Destrée universe. Until now, our presence has been limited to our network of multi-brand boutiques and our e-shop,” explains Géraldine Guyot, the brand’s artistic director, who is based in New York with her partner Alexandre Arnault, son of Bernard Arnault. We hope this will boost the visibility and image of our brand, in line with our ambitions.”

For this opening, the brand will offer exclusive products and services designed for the flagship, highlighting innovation and tailor-made luxury solutions. The flagship will also play host to Destrée’s events projects, with the aim of “strengthening the bond with our most loyal customers while attracting new audiences.”

The brand, which in April 2022 raised Series A funding from Sequoia Capital China and female celebrities such as Beyoncé, Rihanna and Gabriela Hearst, is not disclosing its sales figures.