On our Paris Business Mission, we had the pleasure of visiting Le BHV Marais: one of Paris’ most famous department stores.
The store is located in the Marais district of Paris and is owned by the Galeries Lafayette Group. On the visit, we learned that the place usually attracts over 16 million visitors annually.
BHV Marais is open to opportunities in different areas, with many universes under one roof. They offer a wide range of products, from furniture and fashion to kids’ items, and have over three restaurants and food stalls within the store.
The Story of Le BHV Marais
BHV Marais has a rich history of over 150 years. Xavier Ruel founded the place in 1856 in the heart of Paris, on the Rue de Rivoli.
The store was originally called Bazar de l’Hôtel de Ville, or BHV for short. It translates to “Department Store of the City Hall” in English. The name was chosen because the store was just a few steps from the Paris City Hall.
In the early days, BHV Marais specialized in hardware and household goods, selling everything from tools and kitchenware to furniture and textiles. However, the store quickly expanded its offerings to include clothing, accessories, and other consumer goods.
Over the years, BHV Marais has undergone several renovations and expansions, including adding a new wing in 1912 and an overhaul in the 1970s. Today, the store spans seven floors and offers an extensive range of products. It includes fashion, beauty, home goods, and more.
In 1974, BHV Marais was acquired by the Galeries Lafayette Group, one of the largest retail companies in France. Under the new ownership, BHV Marais continued to thrive, expanding its offerings and opening new locations throughout Paris and other cities in France.
The place is now a one-stop shop for luxury brands, affordable options, and unique products, with over 1200 brands under one roof. Impressive, right?
Le BHV Marais – Exploring a Tradicional & “Costumer-Comes-First” Culture
During our visit, we had the opportunity to learn about BHV Marais’s unique culture and strategies. We were particularly impressed by their humanized approach, where customer satisfaction takes precedence over profit.
Gilliane Gauthier, Development and Customer Satisfaction Manager at BHV Marais explained: “We believe in a humanized approach, where our customers’ satisfaction is our top priority. This approach has helped us create a loyal customer base.”
Gen Z & a Tradicional Culture: Is it a Challenge?
Generation Z is the demographic cohort born between 1997 and 2012. They are quickly becoming a force to be reckoned with in fashion. With their growing purchasing power and affinity for fast fashion, many traditional fashion brands struggle to target this group effectively.
While BHV Marais has a very traditional and historical culture, their biggest customer age range is between 35 to 40 years old. Even though this can be a challenge to target Gen Z and the new market, it also means that BHV Marais has many opportunities to adapt and attract new customers.
The Digital & The Physical
Le BHV Marais’ main focus is the physical experience. On the other hand, gen Z is Digitally Savvy. They grew up with technology and are the first generation to fully immerse in the digital world.
Young customers are constantly connected and consume most of their content online. Traditional fashion brands that rely on brick-and-mortar stores and print advertising may struggle to capture Gen Z’s attention.
As a result, BHV Marais may face an issue, but according to the visit, they have already begun to address this. This demonstrates that it is feasible to draw lessons from these difficulties and develop workable solutions without compromising your uniqueness and identity.
On the Other Hand…
Even though Le BHV Marais is dealing with adapting to the digital, the physical still has value. Real establishments can provide a more intimate and social shopping experience that cannot be matched online.
The physical experience in stores continues to be important for merchants even though digital encounters have advantages. Physical storefronts foster a stronger relationship between customers and the brand by providing a sensory experience, a personal and social encounter, and the chance to participate with the brand’s values, eventually boosting sales and brand loyalty.
To Sum Up
We know that Le BHV Marais specializes in building customer loyalty. With that in mind, seeing how they would start retaining new customers would be exciting. After all, a business with an illustrious and established past is better equipped to handle the largest market obstacles.
The group’s perspective has undoubtedly improved due to the store’s interactions with its customers, opportunities for market innovations, growth in the number of brands, etc.
In conclusion, our visit to BHV Marais was an insightful experience, where we learned about their unique culture, products, and strategies for offline and online sales. BHV Marais is a shining example of how businesses can evolve and adapt to the changing market while maintaining their core values and culture.
Don’t forget to read more about our Paris Business Mission!
In March 2023, twelve entrepreneurs from various backgrounds and expertise, including sustainable fashion, technology, and social impact, came together to discover the fashion industry’s latest trends, innovations, and ideas in Paris. Read the full article.
