Toteme, the Swedish luxury brand known for its quiet elegance, has made a bold move by opening its first standalone store in Paris, located on the prestigious rue du Faubourg Saint-Honoré. This strategic move marks a significant step in the brand's global expansion, as it aims to captivate the international luxury market.
The 2,400-square-foot, two-story flagship store is housed in the former Valentino space, joining iconic fashion houses like Chanel, Prada, and Hermès. This prime location sets the stage for Toteme's ambitious plans, as it seeks to offer an exceptional shopping experience and reinforce its brand identity.
Karl Lindman, the brand's co-founder, emphasizes the brand's commitment to providing a consistent experience across its stores and products. "Even though we have a different price point than Chanel next door, our ambition is to offer the same feeling, level of service, and overall branding experience," Lindman stated.
The store's design is a testament to Toteme's minimalist aesthetic, blending architectural precision with Scandinavian cool. Italian limestone floors, sleek shelving, and a geometric staircase pay homage to the brand's core design principles. The upper level is designed as a private retreat, featuring vintage Liljevalchs sofas and a handmade stained-glass window by Lucie Gottlieb, adding a touch of Parisian charm.
Art pieces play a pivotal role in the store's interior, with a collection of black-and-white photos by Mikael Jansson showcasing Swedish landscapes and culture. Key pieces include furniture by renowned designers Jonas Bohlin, Paola Navone, and Hans Wegner, as well as a striking carved marble shelf by Marc Newson.
Despite the minimalist aesthetic, historical and sculptural elements are seamlessly integrated. An 18th-century doorframe, repurposed as a floor mirror, and a Baroque dining table add depth and character to the space.
Toteme's expansion into Paris is not just about retail; it's also about runway ambitions. The brand made its Paris Fashion Week debut in January 2024, showcasing its fall ready-to-wear collection during couture week. This move has generated buzz and excitement within the fashion industry.
The brand's dual presence in Paris and New York City, along with its participation in fashion weeks, showcases its commitment to creativity and innovation. Lindman explains, "Everyone has asked us why we're doing both, and it's simply because we can. It's about respecting two equally important markets."
Toteme's success in Paris is evident in its annual sales, which reached 180 million euros in 2024. The brand's expansion into Europe is expected to boost its visibility and drive growth in the region. With its strategic store locations and runway shows, Toteme is poised to become a prominent player in the global fashion industry.
