Paul & Joe keen to grow faster under new MD Marie-Emmanuelle Demoures
Paul & Joe is currently distributed via its e-shop and some 200 multibrand retailers, as well as its Paris store on rue des Saints-Pères and a corner at Le Bon Marché. Outside Europe, the label is present in Asia, where it has licensed its beauty line to Japanese specialist Albion. For the last 20 years, it has also been selling eyewear collections developed under license by Seaport ODLM.
'Our other main project is to bring the brand to life, highlighting its values of generosity and freshness, and its festive, lively spirit. These are important values nowadays,' said Demoures. She underlined the quality of Paul & Joe products, at least half of them made in France with French and Italian fabrics, the great attention paid to design and prints, the made-in-India embroidery, and the varied range of tailored and more casual items.
'Paul & Joe is positioned halfway between the premium and luxury segments. Customers will find good value for money at an average price of €450, and we're attracting luxury buyers through our rather unique offering. Ours is a very sophisticated style with a touch of innocence. These are products that can't be found elsewhere,' says Demoures.
To energise the brand, Paul & Joe, which Demoures said is growing (without disclosing revenue results), will stage various special events for its 30th anniversary, publishing more content. 'So far, Paul & Joe's presence on social media has been tentative. Its codes are still extremely current, but the communication format must be tweaked,' concluded Demoures.
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