Stepping into a concept store isn't just shopping. It's stepping into a point of view. A staged vision of the world. An aesthetic manifesto signed by someone who has chosen for you and carries that responsibility with exacting standards.
What exactly is a concept store?
A classic boutique sells products. A concept store sells a universe. Unlike traditional boutiques that organize their shelves by category or brand, a concept store breaks merchandising codes to create a fluid and intuitive journey. The boundaries between worlds are intentionally blurred to encourage curiosity, browsing, and spontaneous purchases.
The real turning point came in 1997 with the opening of Colette in the 1st arrondissement of Paris, founded by Colette Roussaux and her daughter Sarah Andelman. This legendary boutique at 213 rue Saint-Honoré offered a carefully curated selection of fashion, accessories, high-tech, music, beauty, books, and contemporary art.
Although it closed its doors in 2017, Colette remains an essential reference. It introduced a new way of thinking about consumption, based on discovery, the mixing of genres, and avant-gardism. Its founder herself explained that the boutique could not continue without her, a confession that speaks volumes about what a true concept store is: an embodied vision, not a reproducible model.
Merci: the generous exception of the Haut-Marais
Opened in 2009 in the Haut-Marais, Merci is one of the most beloved concept stores in Paris. It offers fashion, decorative objects, stationery, a literary café, a restaurant, and a refined yet accessible atmosphere. The boutique also stands out for its ethical approach, donating a portion of its profits to charities. An unmissable address at 111 Boulevard Beaumarchais, 75003.
BY Marie: the concept store as an act of curation
BY Marie doesn't quite belong to the same family as Colette or Merci. While the latter focused on a radical plurality of universes, BY Marie is built around a single voice—that of Marie Gas—and an implicit promise: every piece has been wanted, chosen, and championed.
“In three keywords: selection, that’s what makes the difference, it’s a real bias; rarity, linked to brands exclusively discovered; craftsmanship, I am very sensitive to handmade work.” — Marie Gas, Leather Fashion Design
What distinguishes BY Marie from an ordinary multi-brand boutique is the personal commitment of its founder. Marie Gas is primarily focused on selection and a strong point of view: BY Marie is a universe embodied by values like rarity with exclusive pieces, craftsmanship that relies on expertise, and quality that lasts over time and transcends the notion of seasons. FashionNetwork.com
Selection as resistance
In a world where algorithms decide what's "trendy" and fast fashion can copy a silhouette in a few days, curation is a political act. Choosing to sell only what you truly believe in is refusing the logic of volume to embrace that of desire.
Marie Gas made this the core of her vision in the 2000s, long before slow fashion became a marketing argument. BY Marie has always operated in opposition to mass fashion: few pieces, but a lot of history behind each one.