If you’re visiting Paris and grow tired of the art, the couture and the history (as if!) you can now pop down to department store BHV for an athleisure fix. While BHV is one of the most local shopper-focused of the big Paris stores, it may just be worth adding to your tourist itinerary now.
The retailer has launched a new division called Fashion Sport, targeting women, in a 120 sq m space on the first floor. It’s divide into themes such as running, training and studio and will offer workshop sessions with brand coaches.
It echoes similar moves at major department stores, such as Selfridges in London, which has opened its Body Studio.
In the BHV space you’ll find clothes, shoes and accessories in which to work up a sweat or just lounge around from Stellasport by Stella McCartney/Adidas, Reebok, Asics and Adidas, with Nike due to join in a few weeks’ time.
Elsa Brunois, buying director for sportswear and intimates at owner Groupe Galeries Lafayette, told US trade trade paper WWD that BHV has focused on big brands “for the sake of readability”.
Not totally sure what she means by that but she added: “We know from our sportswear section at Galeries Lafayette that women are looking for activewear but with a fashion twist, and these are the brands that best represent this trend.”
Galeries Lafayette’s Haussmann flagship had itself opened an even bigger area of this type last year featuring the big-name brands, as well as Lorna Jane and Lolë.
So what’s special about the BHV offer? Burnous said to expect exclusive capsule collections and possibly more brands in the future.