At 100, Bouchara Brands, Adds Locations
August 13, 2002
Paris — After 100 years in business, The Bouchara Eurodif fabric chain commands what has been described by several French fabric producers as one of the most successful fabric retail operations in the world.
For its centennial celebration in Paris on 21 March, Bouchara debuted an exclusive signature collection by its cadre of designers: Stella Cadente, Jérome L'Huillier, Hilton McConnico, Philippe Model and Nelly Rodi. Billed as "A Century of Textile Expression," the event took place at the company's 3,000 square meter Bouchara Haussman flagship location.
"Bouchara has grown exponentially by adhering to a tradition that was started by [my] great grandfather, who viewed fabric as an art form. He began to develop fabric designs from fine art painting — something we continue to this day," said Adeline Lascar de Monpezat, the 31-year-old great granddaughter of founder Léon Lascar. De Monpezat heads both the Bouchara and Eurodif operations of the company. While the Bouchara stores feature an assortment of apparel and home fashion fabrics, notions and finished goods, the Eurodif stores focus solely on home décor — curtains, household and bath linen, carpet, hardware, embroideries, drapery and leisure items — in 80 urban locations that range between 1,000 and 1,500 square meters.
In France, the privately owned 92-store chain is poised for further growth. Its strategy: clustering three satellite units around a flagship store in each planned market. The company plans to establish the first prototypes in Orleans within the next three years. Meanwhile, the company expects to build 20 more such installations throughout France in larger cities such as Nantes and Bordeaux. After establishing a solid base in France, de Monpezat said she plans to open new clusters in other major European and international urban areas.
De Monpezat's mother, Rosette Lascar, general manager of the company, chooses the styles and fabrications that will be featured at all Bouchara and Eurodif stores.
Branding of exclusive designs has cornered certain markets for Bouchara. In France, the marks "Bouchara Collection" and "Bouchara Maison" are representative of high values in fabrics and finished goods for the home. Eurodif also develops exclusive brands including, "Marie Bobine," "Hangs," "Babidou," "Jeanne's Linens" and "Noel Magic."
But visual merchandising is also a key to the company's success. This year, in addition to proprietary designer collections, Bouchara-Eurodif's target customers — predominantly 30- to 55-year-old females — will see the new Brittany-inspired Pen Duick collection in velours, terry and woven.
Home fashion ensembles based on French regional themes including Provencal, Breton and Alsatian prints are featured in all stores, as well as international designer lines, including Canovas and Designers Guild. Merchandise comes principally from France and Europe. F&FI
For its centennial celebration in Paris on 21 March, Bouchara debuted an exclusive signature collection by its cadre of designers: Stella Cadente, Jérome L'Huillier, Hilton McConnico, Philippe Model and Nelly Rodi. Billed as "A Century of Textile Expression," the event took place at the company's 3,000 square meter Bouchara Haussman flagship location.
"Bouchara has grown exponentially by adhering to a tradition that was started by [my] great grandfather, who viewed fabric as an art form. He began to develop fabric designs from fine art painting — something we continue to this day," said Adeline Lascar de Monpezat, the 31-year-old great granddaughter of founder Léon Lascar. De Monpezat heads both the Bouchara and Eurodif operations of the company. While the Bouchara stores feature an assortment of apparel and home fashion fabrics, notions and finished goods, the Eurodif stores focus solely on home décor — curtains, household and bath linen, carpet, hardware, embroideries, drapery and leisure items — in 80 urban locations that range between 1,000 and 1,500 square meters.
In France, the privately owned 92-store chain is poised for further growth. Its strategy: clustering three satellite units around a flagship store in each planned market. The company plans to establish the first prototypes in Orleans within the next three years. Meanwhile, the company expects to build 20 more such installations throughout France in larger cities such as Nantes and Bordeaux. After establishing a solid base in France, de Monpezat said she plans to open new clusters in other major European and international urban areas.
De Monpezat's mother, Rosette Lascar, general manager of the company, chooses the styles and fabrications that will be featured at all Bouchara and Eurodif stores.
Branding of exclusive designs has cornered certain markets for Bouchara. In France, the marks "Bouchara Collection" and "Bouchara Maison" are representative of high values in fabrics and finished goods for the home. Eurodif also develops exclusive brands including, "Marie Bobine," "Hangs," "Babidou," "Jeanne's Linens" and "Noel Magic."
But visual merchandising is also a key to the company's success. This year, in addition to proprietary designer collections, Bouchara-Eurodif's target customers — predominantly 30- to 55-year-old females — will see the new Brittany-inspired Pen Duick collection in velours, terry and woven.
Home fashion ensembles based on French regional themes including Provencal, Breton and Alsatian prints are featured in all stores, as well as international designer lines, including Canovas and Designers Guild. Merchandise comes principally from France and Europe. F&FI