With a big party during Paris Fashion Week, department store Citadium, an affiliate of Le Printemps, unveiled its new store concept. The shop with 6,000 sqm and over four floors, is situated on the back side of its famous parent company, and has enforced its specialisation on urban-, skate-, rock- and streetwear.

Citadium has totally rearranged the floors and its 250 offered brands. In general, more importance was attached to the girls’ section and young womenswear. In addition, the jeans offer was enlarged and now is located on the ground floor. Besides large shop-in-shops of big brands like Diesel, new-arrival and smaller labels like Kaporal5, Le Temps des Cerises or Kuyichi are organized in equally designed corners. Also, Levi’s shows its new concept, Revolution. The „Photomaton“ photo booth as well as the accessory department are to attract customers close to the entrance.

The first floor houses the street and skate culture with brands like Vans, Volcon, Canada Goose, Pyrenex, and Pull in. A new shop-in-shop of Artoyz and an area called Street Lab for fashionable, insider brands like Fourstar, Emerica, Etnies, Chocolate Flip, Powell, and Spitfire were added. On the second floor, Citadium points out „trendy & fashion“, with up-and-coming labels like W1910 or Bérangère Claire and already well-distributed French brands like Sessun or The Kooples. New are the sections „Boy’s flat“ and „Girl’s flat“, with special offers like a stand for frozen yogurt called It Mylk. The top floor is reserved for sneakers and lifestyle, where 1,500 shoe models are offered as well as fashionable brands such as Veja, Hummel, Feiyue, Fenchurch or Keds.

The renovation works started in April of 2010. The relaunch of the store concept is not the first one for the department store. The store which was established in 2000 as a temple for sportswear, in 2007 switched to offer more street- and urbanwear. The new concept refined this orientation and is accompanied by an opening of a smaller branch store close to the cultural center Centre Pompidou, which is located in the epicenter of streetwear commerce in Paris. The shop with 350 sqm on two floors is called „Citadium Beaubourg“ and offers more selective brands with the target group being fashion victims and streetwear fans in the age of 15 to 35 years.