2 days ago
Nodaleto opens "pop-up concept" store in Paris, launching Noda line and new partnerships
Nodaleto returns to Paris with an "immersive" pop-up store, following its first ephemeral space in 2020 that accompanied its launch. Over six years, Julia Toledano's shoe brand has evolved and matured, expanding into other product categories through collaborations under the new Noda line, which debuts with this store. The space, open until June 26, operates at number 5 rue Rouget de Lisle, steps from the Tuileries and Concorde, behind rue Saint-Honoré.
After running a temporary store in Miami, USA, from 2022 to 2024, the brand — known for its Bulla Babie model with double strap and thick flared heel — now aims to reconnect with its Parisian clientele, its most active e-commerce audience, while testing physical direct sales in the market.
In recent years, Nodaleto has reduced its retail network to around fifty select stores that align with the brand's positioning and market demand. In Paris, the brand maintains corners at Galeries Lafayette, Printemps and Le Bon Marché.
"It made more sense for us to focus on key stores to guarantee quality partnerships, rather than quantity, and to be able to offer a high-level partnership," explains Julia Toledano, the daughter of Sidney Toledano, LVMH 's long-serving manager in charge of the Fashion Group division.
Nodaleto designed the 100-square-meter space in collaboration with the Necchi Architecture studio. Wrapped in brown carpeting, the space offers a cocoon-like, concept store environment that blends elegance and quirkiness. The minimalist décor features select design objects alongside the product displays. The store also hosts Nodacafé, a beverage corner created in collaboration with Parisian café Maurice Sfez.
In addition to its permanent shoe collection — including sandals priced at just over 600 euros — Nodaleto presents models from its recent collaboration with Brazilian rubber shoe label Melissa. The store also features clothing and accessories from the new Noda line, created in partnership with brands such as Mysteryjoy (jewelry), Seconde Vue (vintage and second-hand eyewear), La Galpa (sexy second-skin knitwear), and Dolla (swimwear and bikinis).
The brand states in a press release, "these limited collaborations, co-imagined by Julia Toledano and designers chosen for their singular vision, extend the Nodaleto wardrobe and universe through different creative prisms, and embody elective affinities."
Julia Toledano co-founded the house in 2019 with Olivier Leone, who led image creation until his departure in June 2023. From the beginning, the brand has focused on product quality, with production based in Venice, Italy, and a high-end market positioning.
She describes her style as "an exploration of vintage nostalgia mixed with modern references, always playful and chic." She adds, "I design with the conviction that a wardrobe should complement an active lifestyle and support everyday life. This has always been my intention with Nodaleto: to create pieces that are joyful, chic, timeless and grounded in reality," she says.
