AI-supported shop experience as Didriksons return to Paris for the third consecutive year

Following their French debut in 2021, Didriksons, the Swedish jacket brand, is thrilled to announce its return to Paris for a third consecutive year. Set against the backdrop of the vibrant Le Marais neighborhood, Didriksons is set to host their pop-up store at the iconic Heureux les Curieux, marking a continuation of its success in captivating the Parisian audience. This time around, they also bring an AI-supported shop experience to the customer journey.

Building on the positive reception from both locals and tourists during the two previous Autumn/Winter seasons, Didriksons is ready to replicate this achievement with its collection of stylish, functional, and vegan jackets. Their decision to establish a physical presence through a dedicated store underscores its strategic commitment to create a deeper connection with its growing audience. This initiative adds to elevating brand awareness and desirability, solidifying Didriksons' position as one of the leading jacket brands in Europe and fortifying its presence in the French market.

Focusing on a consumer base that values longevity and functionality, Didriksons remains dedicated to delivering jackets that not only look good but also stand the test of time. The brand's pop-up store in the heart of Paris provides customers with an immersive experience to delve into the brand's heritage while trying on the latest jackets, in person or with the AI-supported experience.

– Since we entered the French market in 2021, we have built a strong foundation with local retail partners and consumers in France. The pop-up stores in Le Marais over the past two years have been an important part of this success and we are very happy to return to Paris again this year. With our AI-supported consumer experience in the store, where customers can try on our jackets digitally and share with their friends, we will bring the store concept to another level. France is our fastest-growing market in 2023, both in wholesale and DTC, and we are looking forward to continuing this success story in the upcoming years, says Jan Henning, Didriksons’ Country Manager for Central and Southern Europe.

Didriksons’ successful strategy for pop-up stores, led by Fredrik Kron, Head of Retail, and Camilla Gabrielsson, Visual Concept Manager, has been instrumental in cultivating a clear understanding of the brand. These stores serve as strategic touchpoints, complementing the brand's e-commerce efforts by offering products where customers are most engaged. Bringing the AI experience into the store is proof of Didriksons’ willingness to be innovative, not only through their jackets.

Moreover, Didriksons expands its reach in Paris with a dual presence – a digital presence at Galeries Lafayette and Printemps, where they also showcase their products physically in the stores. This strategic move further amplifies the brand's visibility and accessibility, aligning with its commitment to reaching customers in diverse ways and places.

The pop-up store opens the first week of December 2023 at Heureux les Curieux, Rue du Pont-aux-Choux in Le Marais, Paris.