THE FIRST French bra brand conceived specifically to meet the needs of women with smaller breasts, Ysé, that was available only through the label’s website since its launch in 2012, opened its first physical store in Paris. The design of the 40m2 store is intended to create the atmosphere of a private home but offers customers a comprehensive multimedia environment. Customers have access to iPads that allow them to access the brand’s online store, its blog and lookbook as well social networks. The iPads also provide a guide to bra sizes and shapes available within the store.
The physical store will generate a much smaller sales volume than the website but it confers upon the brand an element of prestige that was lacking up to now.