M Moustache jumps into physical store

M Moustache jumps into physical store

M.Moustache is a French shoe brand created 4 years ago and which collections are sold through its own e-shop and a bunch of independent shoe stores throughout the country.

The brand adresses both men and women and provides its clients with swanky and creative models designed in France and manufactured in Portugal. The target customers are urban professionals looking for classic forms with a creative twist on colors and fabrics. A promising market undoubtedly.


M.Moustache jumps into their first own physical store in the Marais neighborhood, the place to be in Paris when it comes to urban high-end fashion. A significant investment for this young brand : key money and rent are incredibly high there. As the saying goes “no pain, no gain”.


The Store that occupies around 20 square meters has been designed as an elegant Parisian apartment. A funny fact is  that the furnitures and some decorative items have been gleaned from antique markets by the M Moustache team. A nice story to be told to the visitors.

The range of shoes varies from €70 to € 200. Quite a relevant pricing strategy, especially for the male target group, which can be in trouble finding creative yet affordable shoes on the French market.




M.Moustache’s commitment to renew collections by 50% every year is poised to be a major competitive advantage on the French market in the years to come.

Now that M.Moustache has gone physical, the time has come to cope with brick and mortar operational stakes, such as managing and retaining talented store teams as well as facing operating costs. A big challenge ahead indeed but the brand positioning is relevant and the quality and the style of the products are worth the money.

To read my previous “embedded retail experiences”, click here.