3 questions for . . .

Serge Bensimon, Bensimon brand co-founder with his brother Yves

Interested in everything and known for his ready-to-wear apparel and accessory collections, Mr Bensimon has created a brand universe in his own image with a design gallery and bookstore. Last November he opened his second concept store, Home autour du monde, a colourful new venue on the rue des Pyramides in Paris.

What have been the most important recent evolutions in fashion?
The first thing that comes to mind is multibrand stores, because their situation has radically changed. Before, they had a strong presence on the high streets and there was less competition. When we started 25 years ago, we worked, for the most part, with them.

Today there are fewer and fewer of these stores, and people go to shopping malls where they can park their cars. Competition has become stiff, especially with chains like H&M or Zara. I thinks it’s too bad that city halls don’t make more effort to bring life back to the high street.

Additionally, the sales representatives that call upon the multibrands are a bit lost, because the market is not simple. All of this pushes us to find solutions to help multi-brands and to stimulate their business. We’re launching a first-ever project, a commission store affiliated with a retailer we know in Clermont-Ferrand. We’re also ready to sign partnership contracts. And at the same time, we’re still opening our own stores. Our roots are in Nice, but we’ve realised that our brand is really popular in the west of France. Our most recent store openings have been in this part of the country, and the next two will be in Dinard and Vannes.

You’ve always championed a cross-sector vision and a product offer that goes beyond fashion. You’ve even opened a gallery. Do you think it’s critical today to think globally? What will the next step in your development be?
Before starting our brand, we worked in the military surplus sector. Our fashion direction was inspired by this world. I didn’t want black, even though it’s the colour that sells the best. So I studied colour. Tennis is clearly trans-generational. As for the objects, I wanted to present them when I came back from a trip to Japan. It all comes from a desire to share discoveries and travel. I also wanted to show what I appreciated in America and from the country’s history — the Indians, the Amish.

Even though concept stores have been getting attention for the past few years, some businesses grab onto the name when all they offer is a few candles and perfume in their stories. Our product range is much more transversal. For a long time the multibrands didn’t understand how a brand could have many facets and not be limited to fashion. Today, they understand a little bit better.

When I opened the S. Bensimon gallery in 2009 it was part of the bigger picture for me. I wanted to showcase young designers and the ‘arts and crafts’ element. We carried interior design furnishings and objects, and we organised exhibitions every trimester. That gave us a lot of visibility and now we’re part of the Parisian design circuit. The same year we took over the Artazart book store on the Canal Saint Martin, where we regularly hold events and exhibitions. In the same vein, we like to collaborate with other designers, brands, and stores.

Recent partnerships have been signed with 10 Corso Como (a well known Milanese brand) and with Sophie Albou (from Paul & Joe). I think that’s a great portfolio of projects for what we want to do. These activities are the foundation for a brand that’s different from the rest.

Do you think tastes have become uniform? Can the global concept idea, which is the Bensimon trademark, be exported and still tell the same story in other countries?
I think our brand is very much a part of the ‘air du temps’. It can be exported around the world just the way it is, with its image and style. Right now we’re in the development phase in France as well as internationally. We’re sold in China, Hong Kong, Korea, and Taiwan, but not in Japan, because I have a good friend who works in fashion there, and I don’t want to invade his territory. We’ve signed with Lane Crawford for a corner store for the Christmas holidays where we’ll present our entire creative universe. We also have good clients in Italy and Spain, and some in England. And we’ve started to work in Germany. We’ve built a strong story around our brand, and it comes to life and tells something interesting. That’s what international clients are looking for when they contact us. In a few days, we’ll launch our new Internet site with an e-shop. We believe our site and social network presence are essential to give us visibility, help us stay in phase with what’s happening around us, and let us share our brand’s behind-the-scenes activities.