Canadian premium outdoor brand Nobis has opened its first flagship store in Paris, in 4 Rue Ferdinand Duval.

The 140-sq.meter store based in the city’s heart of Les Marais area occupies two levels and resembles an ice cave, an environment that well conveys the brand’s own identity of luxury, functional, fashionable and fit-conscious outerwear. “You can wear our jackets anywhere and always feel warm enough, though always at ease and cool – either fishing on the Arctic Sea at -30°/-40° or at some kilometers away while shopping in an urban landscape at +7°,” commented Robin John Yates, VP of sales and marketing and shareholder of the brand with entrepreneur Kevin Au-Yeung.

The brand was founded in 2007 and is now sold by about 1,700 of the best apparel stores worldwide. It is also worn by renowned celebrities such as Johnny Depp, George Clooney, Rachel Weisz, Daniel Craig and Pink, just to name a few ones. Plus some of their jackets were also worn in movies such as “Resident Evil: Retribution”, “Thor 2”, “Degrassi High” and “The Vow”.

The collection offers about 550 pieces for f/w, and about 20 item for s/s, both targeted at 50% men and 50% women, plus knitwear, accessories and a few kidswear jackets. They are also considering the possibility to start a licensing agreement for launching a footwear collection in the near future.

Thanks to his 20-years of expertise in the outdoor jacket market, Yates has developed a highly-functional though smart outerwear collection. “We only employ Canadian down, which is thicker, though very warm and lightweight and guarantees the best recovery when pressed.” Plus garments are coated with top-quality German breathable and weatherproof Sympatex membrane, including thermo-sealing and taped seams. Jackets don’t carry Velcro closures, but only hidden magnets which are more discreet, easy to manage and don’t ruin garments or accessories which could touch the jacket’s hems.

“Our target are 18-50 year-old discerning consumers with a taste and passion for elegance,” continues Yates commenting on the average prices of the collection offered at €800-€1500 at retail, which for the upcoming f/w 2015/2016 season might reach over €2000. “We have been registering an increasing demand for more elegant and opulent jackets,” he explained while justifying facts such as an expected +400% growth in revenues for 2014 and selling more than 100,000 items for their winter season.

They are presently sold in 36 countries worldwide with 30% in the US and 30% in Europe. Among some of the newest countries where they started selling is Italy – where they are distributed through 60 top-notch stores and where they are willing to soon open a monobrand store, hopefully within 2015.

The brand’s name is the Latin expression for “us”. “We took this name because it is a global statement and a strong way to act together. When we started working at this project we never discussed about ‘profitability’, but simply poured all of our energy in it,” states Yates, explaining how their involvement proved to be successful.