For three weeks, Moomin moved into our boutique on rue Étienne Marcel to open its very first pop-up store in France. Stationery, tableware, accessories and a clothing line: a soft, poetic world bridging Finland and Japan, introducing Tove Jansson’s beloved trolls to Parisian audiences.
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How do you test the French market and introduce a licence that’s iconic in Northern Europe and Japan, but still little known in France?
Providing a boutique on a prime retail spot in the Montorgueil district, just steps from Les Halles, for a first retail presence in France, in a short format with no long-term commitment.
36 rue Etienne Marcel
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Moomin opened its first French address at 36 rue Étienne Marcel, in the 2nd arrondissement. A strategic location between Les Halles and Montorgueil, on a fashion street popular with Parisians and tourists alike.
Inside, the selection was designed for everyday life: tableware, stationery, bags, cushions, water bottles, pins… The original books sat alongside a clothing line by Nordic Buddies and a wide range of items imported straight from Japan. From small treats to textile pieces, there was something for long-time fans and newcomers alike.
Born in the 1940s from the brush of Tove Jansson, the Moomins became icons in Finland and Sweden, and a true cultural phenomenon in Japan. After a record-breaking 80th anniversary, the brand is stepping up its international growth.
Paris was one of its key stops: a pop-up to gauge French appetite for the brand, even shared by the Embassy of Finland in France.
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