APSYS STRENGTHENS THE MIX OF ITS KEY ASSETS AND PURSUES ITS PROACTIVE STRATEGY IN EPHEMERAL RETAILING
Despite a difficult economic and health context, Apsys has strengthened the mix of its « trophy assets », Beaugrenelle, Muse and Steel, through the signing of emblematic brands and complementary activities. Another key element of its marketing and programming strategy is the ongoing development of its specialty leasing business. In total, some 30 brands have opened pop-up stores in its portfolio in 2020.
Muse, which welcomed Stradivarius in September and Zara in December (these two flagship brands from the Inditex group joining Bershka, which has been present at Muse since the center opened in 2017), will see its mix of fashion and lifestyle brands further strengthened by the arrival of New Yorker (on 1,400 sq.m.) in the spring. Muse is thus consolidating its status as a leading fashion destination throughout Lorraine, for both consumers and retailers. A curator of the finest brands, Beaugrenelle Paris welcomed the flagship of the cashmere brand From Future at the end of November and is preparing to welcome Livy, De Fursac and Mauboussin. Previously, the delicatessen Petit Plisson had already joined Beaugrenelle in the spring. The latest addition to the real estate portfolio, Steel, which opened in September in Saint-Etienne with a record 98% sales rate, has welcomed 1.5 million visitors in less than three months of effective opening (due to the need for containment) and has just signed up Snipes (a brand new to Saint-Etienne).
Another key element of Apsys’ marketing and programming strategy is the development of its specialty leasing and pop-up store business, which is illustrated by the ongoing creation of new products adapted to the new expectations of consumers and retailers (turnkey stores dedicated to ephemeral commerce, kiosks, hybrid models, media offers, etc.). Steel is offering five 20m² pop-up stores, located in the heart of the site, for brands and designers wishing to set up shop in Saint-Etienne and Steel on a temporary basis. These five pop-up stores, marketed since the opening of Steel for a period of 6 to 12 months, enrich Steel’s permanent program with complementary activities (organic donkey milk cosmetics, delicatessen, telephone accessories, Italian jewelry and accessories, remote-controlled car rental for children). In total, thanks to its product offering designed for ephemeral commerce, Apsys has welcomed some thirty brands in pop-up stores: designer brands, DNVB and more established brands. Among them: designer glasses Izipizi, customizable jewelry and accessories Les Georgettes, high-end custom cosmetics Codage, DIY decorative objects Agent Paper… The brand Cabaïa, for its part, took possession of the ephemeral store in Beaugrenelle, The Collection by, throughout the year by evolving its offer over the seasons (beach towels, hats, socks, bags).