March 19
Magazine #3

It's Friday ! Meaning no excuse not to take a Magazine break!

To wrap up the first trimester of the year, your monthly rendez-vous has cooked you a spicy broth of hot news: Press Day, Sustainability, Coffee-break and, exclusively, a behind the scenes with our architects. Editorially yours,

1

Global News

1 — Sandro launches its Australian e-commerce website!

On March 18th, the Sandro digital teams launched their brand new e-commerce website in Australia with their partner IFB. After Russia, it is the second e-store launch managed by one of our partners.

A big congratulation to the teams who participated in this project!

#shoppingtime

2 — SMCP announces its annual results in line with 2018 objectives!

« Thanks to the great commitment of our talented teams, we also continued to invest in the global desirability of our three Brands and continued our worldwide expansion.  »

Daniel Lalonde,
CEO SMCP

3 — Sandro sponsors KAWS: ALONG THE WAY

Presented by the Hong Kong’s Comptemporary Art (HOCA), Sandro is supporting a solo exhibition featuring masterpieces by contemporary artist KAWS. It inaugurated this month. Contemporary art is an essential source of inspiration for Evelyne & Ilan Chetrite, who continue to include references from the world of the arts in their creation. Sandro believes in the importance of supporting creative talent and is delighted to be part of KAWS, offering the Hong Kong community an opportunity to discover iconic works, some of which will make their debut for the first time.

  • Stylist Chloe Mak
  • Illustrator Afa Lee
  • Stylist Ricky Kwok
  • Fashion Editor Zaneta Cheng
  • Model Jeremy
  • Model Fiona Mak
  • Stylist Faye Tsui
  • Actor Carlos Chan & Actress Michelle Wai
  • DJ Suki Wong
2

SMCP for Tomorrow

Fashion for Good becomes SMCP for Tomorrow !

The Group is committed to creating responsible collections across the value chain and moving towards more responsible raw materials. This initiative is the result of a working group discussion with Brands, including studio, production, and SMCP Global Services teams. Concrete results will emerge from AW19 onwards.

Focus on the 1st pillar of our CSR chapter: Responsible sourcing.

1 — Respect for nature & Man

Claudie Pierlot wants to focus more on production in Europe and gradually introduce eco-responsible fabrics. As such, the brand is committed to developing denim references with reduced water consumption, recycled wool coats and also increase its GOTS (Global Organic Textile Standard) certified cotton references.

Sandro plans to replace its buds with milk protein substitutes, reduce the use of water on the production of its Denim, including two iconic references: the Pam & the Parisian Denim, but also on 3 new season references. Several mesh references have also been produced in a factory with zero water consumption.

2 — The requirement of the General Conditions of Supplies (CGT)

The Group wishes to be more vigilant about animal sourcing by defining specific requirements in its General Conditions of Supplies (CGF)

Claudie Pierlot & Sandro pledge not to release new references with fur and Sandro Homme has obtained a RDS certificate of origin which makes it possible to trace the origin of its feathers.

3

Creative Update

Press Days AW19

Press days are special days in the calendar of our brands. A semi-annual meeting that invites press, VIPs and influencers to discover the new collections that will be available in stores later in the year. Also the opportunity for the Brands to collect first impressions on the presented pieces and gain coverage on the different communication channels.

Sandro

Maje

Claudie Pierlot

4

Entrepreneurs Stories

1 — Your new SMCP Internal Jobboard

Mobility at SMCP is an asset and a great opportunity.

We have 3 Brands in 40 countries and a growing range of jobs . You, dear employees who know the values and history of our Group so well, can now choose the route of your career via the new Internal JobBoard.

Thanks to this new feature, you will be able to access the job offers available in priority and be identified as a talent ready to take on new challenges.
It’s here!

2 — Coffee breack with Imene & Fatima

From the most beautiful avenue in the world to the Maje store, there are only a few steps .

Installed at 58 rue Pierre Charron, a Maje stic window dresses the Haussmannian façade: as an invitation to discover a spacious interior and solar #SpringSummer19 collections. Recently renovated, the Parisian flagship is animated by a multilingual and multicultural team whose profiles echo its customers.

« Members of my team, including me, were not chosen by chance. The shop fits us as much as we fit it!  »

Imène BENOUADAH,
Maje Store Manager

Located in the historic heart of fashion, the Champs Elysees and its surroundings have always been the favorite rendez-vous of fashion addict tourists, but not only. Maje confirms this trend by welcoming nearly 80% of them every year.

Imène, Store Manager for a year, has the mission to drive the point of sale by ensuring the good performance of the floor [ndlr: sales area], stocks, to accompany and to develop its teams, while respecting the objectives set.

She is accompanied by her assistant Fatima and together they form a pair whose symbiosis naturally seems obvious. Imène says: “I met Fatima during a SMCP training, we had to work together and I had a real crush, I recognized myself in her. Fatima was at the time on an assistant mission and I asked my Area Manager if she could make her mission parmanent at Pierre Charron by being promoted assistant”.

Read more

5

Digital Elegance

 1 — Our Insta/News

2 — SMCPress

6

Made with passion

1 — Openings & Renovations

In February, the Group completed 12 openings and 10 renovations.
The pace accelerated sharply in March with 22 openings and 20 renovations.

1 – Sandro, Marbella La Cañada
2 – Claudie Pierlot, Shanghai Galeries Lafayette
3 – Sandro, Shanghai Galeries Lafayette
4 – Maje, Marbella La Cañada

2 — Making the Franc Bourgeois Maje Store

From the moodboard to the construction …

Our architects are the building stylists.
The process of creating a store is akin to that of a garment: moodboards, sketches, prototypes, validations, up to … the WOW effect!

On March 10th, 2019, the Maje rue des Francs Bourgeois boutique opened its doors. A project that started in August 2018 lasted 7 months thanks to a team of 4 people. But first, let’s go back to the steps that gave birth to this new space.

Step 1: the brief

The architects gather around a brief inspired by Judith Milgrom, the founder, and supported by Isabelle Guichot (CEO) and Noemie Cortes (Commercial Director), who express their desires and their perfect visions.

• Keep the soul of the store and the neighborhood
• Create a warm sales area
• Refine the concept to reinforce identity
• Showcase texture games and new furniture

Recall that the rue des Francs Bourgeois is one of the iconic Parisian streets where fashion and design boutiques, restaurants and other cultural venues coexist. Difficult to invite oneself without matching the refined codes of its architecture.

Step 2: The search for furniture...

...and new materials

After the demolition of the old space, the architects discovered wooden pillars and Pierre de Paris .

Jackpot! They decide to keep them to meet the desires of authenticity mentioned in the brief and recall the emblematic codes of Paris.

A mineral stone floor Ceppo Di Gré is tested to blend the store spirit to the Marais area and a textured coating backside is installed to bring a warm note to the checkout area. New furniture with comtemporary signature is selected to dress the shop in the colors of its new identity: concrete tables & seats, carpets, lighting fixtures.

Like a real chic Parisian apartment!

Step 3: the 3D model

Before launching the interior design work, the architects create 3D models that are closer to the final result. This simulation makes it possible to have an overview and to make sure that all the criteria of the brief are respected.

This visual projection also makes it possible to decide on hesitations of materials or furniture.

Wooden floors or stone? No questions: stone!

Step 4: the construction site

Final step: the assessment

The brief was honored by respecting the mix of materials, the Parsian & feminine atmosphere and the strong identity.

But, behind every project, there are always moments of difficulty on which it is important to return.
Indeed, the realization of the Francs Bourgeois store was a challenging project because the expectations were very high and very precise.

Many samples were made to match Judith’s ideal vision, constrained by restricted work schedules due to the dwellings above.

We invite you to discover the shop at 12 rue des Francs Bourgeois.

In the meantime...