The Era of Hyper-Specialty Retail: A Lens on Paris
Explore the city from the point of view of its evolving retail experiences. Subject Matter throws light on three hyper-specialty stores that are shaping modern retail in Paris.
One of the first things I noticed about Parisian high streets is that amidst the (multitudes of CBD stores), the city is pretty much centered around specialty retail. Typically, the artisans specialise in one thing and they do it well. This layout has roots in the artisan guilds, which were launched in the Middle Ages (no less!), called the “corporations de métiers”. These organisations played a vital role in shaping this retail culture- these were powerful organisations focussed on training, market regulation and quality control. They had the compagnonnage system, a tradition (somewhat) unique to France that emphasised knowledge transmission and training in a trade, which is anchored in communities of companions.
The Parisian tradition of quartier commerce, with its boulangerie, boucherie, fromagerie, maroquinerie and specialty stores, therefore, comes from this system. These local specialty stores have played a vital role in shaping the city's social landscape and also enabled an ease of steady commerce within the design of this 15-minute city. I can find atleast one of each of the above speacilaty stores in every neighbourhood.
However, Paris is also the city of the grands magasins, literally big shops, or the department stores. The most well-known among them being Le Bon Marché, le BHV Marais, Printemps Haussmann, and Galeries Lafayette Haussmann. Another Parisian landmark since 1870 is the La Samaritaine. The gorgeous property evokes to me what I can imagine would have been dizzying retail experience back in its heydey, magnificently opulent. While the rise of Parisian department stores was inextricably linked to the technological and urban developments of the 19th century, they are still a critical part of how retail is experienced in the city, even though historically Paris zoning laws have preferred small, niche stores and restricted sprawling, gigantic mall-like shopping or big-box retailers.
While specialty boutique stores like Maison Du Miel, Damman Frères or Palais des Thés have been around forawhile, we’re seeing a rapid launch of some uniquely merch-centric retail stores in Paris, which has resonance with global trends. Let’s find out how…
La Bonne Brosse
I stumbled on this shop in Pyramides and they sell only one thing: hairbrushes and some really effing great ones. They have all kinds of brushes, big ones, baby ones, detangling combs, you name it.
Their manufacturer, proudly bearing the Entreprise du Patrimoine Vivant label (a label to identify unique companies that know how to reconcile innovation and tradition, savoir-faire and heritage and the future, local and international), continues to uphold the time-honored craftsmanship of hair-brush making passed down through generations.
La Bonne Brosse is redefining the humble hairbrush by weaving storytelling, rituals, tailored diagnostics and innovation into a single, thoughtfully crafted product. You can check out their unique products materials here. Expect price points to be in the high-end range for hairbrushes, but it is to be expected given the craftsmanship.
Their small brushes are priced around €90, while the big ones are at a whopping €138, the pochettes are more affordable at €18. Don’t worry, the experience also comes with a dose of advice on better hairbrushing!
Irrishai
Think all things Japanese: a sake bar, Japanese cantine, specialty grocery with elevated aesthetics, private diner and more.
Irrashai (a version of "Irasshaimase") is a Japanese phrase originally used by marketplace sellers trying to bring customers closer to their stall, which fits perfectly for this retail space in Paris.
What they do really well is the curation, design and inspiration-for-boredom kind of retail- but everything Japan-inspired or culturally-related to Japan. You will find the most unique grocery items, books, and kitchen essentials within the store. The design is like a zen garden; calm, centering, spacious (a rarity in central Paris), beautiful with masterful storytelling, a rendezvous point for people who love Japanese culture, especially food.
Irrashai is an immersive experience and really the future of retail as a space to share experiences.
Proost Coffee
This isn’t a one-of-a-kind specialty café, as similar spots can be found in any major European city, but what sets it apart is its focus on a single specialty viennoiserie—in this case, madeleines. I pass it by on my way to boxing every weekend, and before it opened, I often wondered if such a concept could succeed. Now, however, I see it bustling with customers every time.
While this isn't the first specialty retail concept in the gourmet food category, I included it as an example to highlight a growing trend: single-item pastry offerings becoming increasingly prevalent in the mid-range price tier. This isn't limited to gourmet foods like chocolates or macarons or Maître Dattier (yum yum yum), nor to more accessible options like Dunkin' Donuts, but rather occupies a niche in the premium range.
The steady growth of hyper-specialty store in Paris might be linked to not only its undying love for traditions but also certain global phenomenons.
Here are two broad trends leading to this retail renaissance:
Gen Z aiming to disconnect from their digital lives
According to research by Vogue Business, 50% of Gen Z, the only generation to have had mobile phones all their lives, prefers to shop in stores. More than half say they do so to disconnect from the digital world. This has also been amplified due to Covid. Post-pandemic people still want to be outside spending moments with other people.
The meaning of retail has changed
Retail’s next big opportunity is hyper-specialty and hyper-experiental. Okay, let me explain.
Firstly, technology is enabling innovative and effective experiential retail, this AR/VR experiences which we see more and more in advertising. We’ve covered this on Subject Matter before.
Secondly, according to insights from Canvas8, looking into what they call experience hunters, 58% of consumers believe that immersive experiences influence their purchasing. That means six out of ten people place a high value on how retail makes them feel.
This means that there is no end to what “retail experience” actually means. Everything is a retail experience now, no matter whether you’re at an airport, a fuel station, or commuting. Shoppers are always looking for something more than just deals, they want excitement, surprise and that magical feeling of discovery that used to define retail.