Casablanca Paris, the burgeoning London-based fashion brand founded by the visionary Charaf Tajer, is making a significant leap forward by opening its first retail store. This 450-square-meter boutique is set to grace the prestigious Rue du Faubourg Saint-Honoré in Paris, a landmark location known for its long-standing reputation as the epicenter of luxury fashion.
For Charaf Tajer, this expansion represents a pivotal moment for the brand, which has been steadily carving out a strong niche in the competitive fashion landscape since its inception six years ago. “It’s a logical continuation for the brand,” Tajer stated, expressing his excitement about the new store that will allow Casablanca to communicate its ethos on a larger scale. Located among iconic flagship stores of brands like Etro and Hermès, Casablanca is poised to benefit from the foot traffic and reputation associated with this famous luxury corridor.
This move aligns with the company’s strategic decisions over the past year, including the relocation of its studio and headquarters to London and the appointment of Frederick Lukoff as the new CEO. Lukoff, who has a proven track record by previously leading brands like Stella McCartney and Scotch & Soda, is set to steer Casablanca through its next phase of growth.
Despite facing a turbulent year characterized by challenges in the wholesale market—exemplified by the notable closures of key retailers such as MatchesFashion—Casablanca is thriving. According to Lukoff, revenue is on track to reach $50 million this year. A significant portion of this growth can be attributed to the brand’s appeal to a younger demographic. Remarkably, around 80% of their customers are under the age of 32, a clear indication of the brand’s resonance with Gen-Z and younger Millennials. These consumer groups are increasingly gaining spending power and seeking to express their individuality through distinctive and colorful fashion choices.
A standout offering from Casablanca is its silk play-sets for adult men, which include vibrant shirts paired with matching shorts. These items have not only gained traction but have also influenced fast-fashion giants, echoing the brand’s unique style. Lukoff acknowledges that while men’s ready-to-wear continues to dominate sales, there is a robust push towards expanding the women’s collection as well. The recent co-ed runway shows were transitioned into the Paris womenswear season, underscoring this goal to highlight women’s ready-to-wear, shoes, and accessories in a more impactful manner.
The new boutique is designed to create an immersive shopping experience, allowing clients the opportunity to explore Casablanca’s offerings across both genders and categories. This focus on an in-person shopping environment aims to foster greater customer loyalty and increase average sales. Lukoff mentioned, “An in-person shopping experience will encourage clients to discover the brand across genders and categories, driving higher average sales and customer loyalty.”
The anticipation surrounding the boutique’s opening is palpable, with the official launch date confirmed for September 26 coinciding with a highly anticipated runway show. The hope is that this store will not only serve as a retail outlet but as a vibrant space where customers can engage directly with the brand’s artistic vision and lifestyle ethos.
As Casablanca prepares to open its doors, it stands as a testament to how the luxury sector can innovate and adapt. Building a solid foundation in e-commerce and wholesale channels laid the groundwork for this expansion, demonstrating the importance of balancing digital strategies with physical experiences in expensive urban markets. This strategic approach reflects the brand’s understanding of the shifting landscape of retail, where shared experiences and community engagements are becoming increasingly prioritised.
Casablanca Paris’s rise highlights a broader trend in luxury fashion, where brands are guided by clarity of vision and responsiveness to consumer demands. By maintaining a pulse on its core demographic and adjusting its strategies, Casablanca not only showcases its growth but also sets itself up for sustained success in the ever-competitive world of fashion.
As the luxury sector continues to navigate its complexities, the emergence of Casablanca’s retail presence in one of Paris’s most celebrated addresses epitomizes a brand that is not just about clothing but is inherently woven into the fabric of modern luxury lifestyle.
