Casablanca opens first Paris store, plans spaces in LA, London, and skiwear line
Casablanca has taken a step it describes as 'decisive' by opening its first brick-and-mortar store. The French label, launched in 2018 by French-Moroccan designer Charaf Tajer, has set up shop in Paris, where it has been showing since January 2019, and where it has managed to establish itself as one of the up-and-coming names in ready-to-wear. Casablanca's first store is located in the French capital's luxury shopping district, on rue du Faubourg-Saint-Honoré.
Casablanca has opened its flagship almost at one end of the prestigious thoroughfare, at number 62, on the corner with rue d'Aguesseau. The premises extend over nearly 460 square metres on three levels, and were previously home to an art gallery. The interiors are the brainchild of designer Charaf Tajer and the label's creative director Steve Grimes, working in collaboration with London-based design agency Counterfeit Studio and Moroccan architecture studio Elements Lab. The décor reflects 'a fusion between the past and the future, between Parisian elegance, cinema references and a bold, forward-looking vision,' said Casablanca in a press release.
Originally, Casablanca focused on menswear, and made a name for itself with uber-chic looks featuring vibrant prints and fine fabrics, borrowing both from the sporting world, notably tennis, and from retro glamour. Soon the label added women's ready-to-wear, broadening its assortment by introducing a range of accessories, including leather goods, footwear and sneakers, scarves, socks and hats. The label's Parisian store showcases all these categories, spread out across each level within Casablanca's various collections.
The atmosphere inside the store is decidedly cheerful and warm, with an almost pop-art feel. The furnishings are characterised by rounded and geometric shapes and by Casablanca's signature sunny palette — red, green and Mediterranean blue. The décor combines different styles and materials, using various types of marble, metal, lacquered wood, walls in white wood and others with mouldings and arched niches, velvet, mosaic, and metal and glass tinted in multiple shades for the display cabinets.
After Paris, Casablanca will open in July in Los Angeles, at 469 North Canon Drive, Beverly Hills. The label, which has dropped several collaborations in recent years, with Bulgari, Caviar Kaspia, ST Dupont and Nordstrom among others, is distributed via its e-shop and 350 multibrand retailers worldwide. It has recently opened shop-in-shops at Harvey Nichols and Bloomingdale's in Dubai, and at KaDeWe in Berlin, and further shop-in-shops are on the cards in London, at Selfridges in September and Harrods in November.
Casablanca also operates seasonal pop-up stores, like the space open for two months at Le Bon Marché in Paris, decked out like a beach club. This season, the label has established a presence also at the Mandarin Oriental in Bodrum (Turkey), and will open temporary stores at Tahiti Beach on the French Riviera in July, at the Fashion Clinic Comporta store in Cavalhal, Portugal, in August, and at the Atlantis The Royal hotel in Dubai, in partnership with the Ounass e-shop.
Another project Casablanca is busy on is the autumn launch of a first skiwear capsule collection, produced in partnership with Swiss brand Faction Skis. It will be presented in November via pop-up spaces at Harrods in London and Galeries Lafayette Haussmann in Paris, as well as in top Alpine resorts such as Verbier and Gstaad in Switzerland.
Casablanca is backed by an investor and has moved its headquarters to London. In 2024, it generated a revenue of €45 million, and is expecting to reach €60 million for 2025, growing by more than 30%. Casablanca has been led since 2023 by Frederick Lukoff, and employs 140 people. The label has been posting double-digit annual growth on a regular basis. Sales for its e-shop have notably soared, recording a triple-digit rise this year.
With this first Paris opening, Tajer is relishing Casablanca's success. 'When my parents arrived in France, my mother was working as a housekeeper, so me setting up a fashion house was the last thing that could be expected. Then, five or six years ago, I said: 'I want a corner in this street', and everyone told me it was impossible, because all the locations were taken by the top labels. Opening this store is a huge achievement for us: It feels like coming home.'
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