Minelli: Vivarte’s retailer that works

Since its first opening in Shanghai in March 2014, Minelli has continued to conquer the region.

Three corners have been opened including one in Shanghai, one in Hong Kong and the latest in Beijing. 

The interior of Minelli’s store on Avenue Victor Hugo (Paris’ 11th arrondissement), the first to be converted into a new concept. Photos Minelli. - Minelli

A store has been moved to Chengdu and an opening in Macau is scheduled for June 27. Others should follow in Taiwan and in South Korea. 

In addition to the development of its store network abroad, Minelli is continuing its store renovations in order to consolidate its image. 

Minelli’s store on avenue Victor Hugo in Paris’ 16th arrondissement was the first to introduce the new concept: a store that is sleek, with a brighter atmosphere evoking adjectives like rock and chic. The Vivarte-owned brand’s goal is to renovate 12 stores per year. 

The problems faced by the group's other brands (La Halle and André) does nothing to impede the development and the investment in the brand Minelli, at least according to its management.

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