‍Soi Paris, the brand celebrated for its vibrant prints and luxurious fabrics, was founded by sisters Julia and Aurélie. Julia, the creative force, designs the brand’s distinctive prints, while Aurélie drives the business strategy. From their very first pop-up store to the opening of their first permanent boutique, Nestore played a pivotal role in guiding Soi Paris through each phase of their physical expansion, including their pop-up at 36 rue Etienne Marcel, Paris 2.
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‍How could Soi Paris effectively express its unique brand DNA through its very first pop-up store?
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‍Nestore guided Soi Paris in selecting the ideal location, carefully considering the target audience, business model, and cost-to-value ratio. The team also designed the in-store concept and collected customer feedback, enabling the brand to refine its approach and create a space that truly embodied its identity.
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Etienne Marcel, Paris 2nd
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‍Which neighborhood would offer the best potential for future expansion, ensuring alignment with Soi Paris’ target audience and brand vision?
‍Nestore equipped all retail locations with performance-tracking tools, allowing Soi Paris to compare the success and overall brand impact of each site. This data-driven approach helped identify the most promising areas for growth.
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‍What brand concept should define Soi Paris’ first permanent boutique?How could the in-store experience be seamlessly integrated into the customer journey to create a cohesive brand experience?
‍For this proof of concept, Nestore collaborated with Soi Paris to embody the brand’s identity and design an omnichannel customer journey. To unlock deeper insights, a data collection system was implemented, enabling the brand to gather and analyze customer interactions. The ultimate goal: enhancing Soi Paris’ omnichannel performance and creating a unified, engaging experience across all touchpoints.
Vieille du Temple, Le Marais, Paris
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"We worked closely with Nestore right up until the opening of our first boutique. Of all the pop-ups we’ve done, the location at 36 Rue Etienne Marcel is simply the best spot in Paris!"
‍— Aurélie Boutboul, Co-founder of Soi Paris
Soi Paris leveraged pop-up stores as a strategic retail tool, beginning with the flagship experiment at 36 rue Etienne Marcel and later establishing permanent boutiques on rue Vieille du Temple and rue de Sèvres in Paris. For anyone researching “pop up store Soi Paris”, this trajectory illustrates an effective model of trial-space leading to retail maturity.
In April 2016, Julia and Aurélie founded Soi Paris, a women’s ready-to-wear brand. Soi Paris is all about colourful pieces, bold prints and beautiful fabrics. Every garment tells a story: all prints are handmade — drawn, painted, or created through photo collages. The brand works exclusively with natural textiles, with silk naturally standing out as one of its signature materials.
Soi Paris first grew through several pop-up stores, which allowed the brand to test, learn and fine-tune its first physical retail experiences. The first pop-up focused on choosing the right location based on the target audience, while the second introduced performance-measurement tools to gather initial insights on the customer journey.
Today, the brand operates two permanent stores in Paris: one on Rue Vieille-du-Temple (3rd arrondissement) and one on Rue de Sèvres (6th arrondissement).
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