Denim brand Lee has redesigned its store on Rue des Rosiers (Marais district) in Paris, according to the new store concept which emphasizes the history and the know-how of the label. Black, the color used in the logo, is now the main color in the shop to highlight the collections. The furniture is kept in a vintage style and pictures of the first tailor studio of the brand relate to Lee’s history. Thanks to a big glass roof, the shop has a loft atmosphere, with sofas adding a lounge ambiance. The collections "Lee 101" and "Archives de Lee" are now situated in their own departments.

The new shop concept "Lee Black System" will also be implemented in the stores in Antwerp, London and Berlin. For Gilles Boukobza, Sales Director and Store Manager, the redesign reflects the brand’s strong feeling for trends.

The store with 200 sqm was originally opened in 2006. At that time, it was one of the first denim shops which was opened on this famous street, right in the middle of the Jewish society in Paris. Since then, the area and the street have changed a lot, especially in 2008/09 with the openings of Adidas, COS, Redskins, Le Temps des Cerises or IRO. Gilles Boukobza: "Rue des Rosiers has become younger, cooler and more popular during the last years. The area is on its way to become competitive to the famous jeans epicenter, Etienne Marcel."

The Marais district is a well-known touristic area. More and more, Jewish restaurants and snack shops disappear and are converted into fashion stores. Thus, also today’s Lee retail space previously had been a Jewish restaurant. "This is the bad side of the development," Boukobza says. "But the good thing is that we now have more and more walk-in-costumers."