Boucheron Celebrates 150th Anniversary Store Opening, But Also Focuses On E-Commerce

Parisian jeweler Boucheron has recently celebrated the opening of an elegant new store at Number 13 on the famed Rue du Rh?ne in Geneva.  The store, whose design is based upon Boucheron's boutique on the Place Vend?me in Paris, offers a floor space of 150 m2, and has two entrances.   Warmth, intimacy and a sense of space and freedom are key elements of the store, ensconced within a luxurious setting of wood, leather, and the opulent Boucheron colors.  An environment which calls to mind the feel of a private hotel enables customers to enjoy the exclusive Boucheron jewelry and watch collections with an appropriate degree of comfort and relaxation.

While the Geneva store--and a strong traditional distribution channel--represents an important part of Boucheron's strategy, the Internet will also be a major focus going forward.  A full range of the company's product range, from fine timepieces and jewelry to fragrances are featured on its e-boutique.  

"It is simply a question of common sense", commented Boucheron CEO Jean-Christophe Bédos. "A brand like ours has a duty to be as accessible as possible to its clients. The latter may be getting richer, but they are working more and have less and less time. And all or virtually all have high-speed Internet connections."

According to Bédos, the results of this strategy have been extremely gratifying.  He also noted that the Internet has had "a beneficial effect on shop sales and that there is a real synergy" between the two channels, indicated by increasing sales.