PIECES is taking another step in its international expansion. In October, the brand has opened its first two stores in France, establishing a physical presence in a market where PIECES has built a strong wholesale business over many years. 

Today, PIECES operates 30 stores in Denmark and 10 in the Netherlands, while two stores in Belgium are set to open soon. France will become the fourth market with dedicated PIECES stores. 

For Pernille Blas Kvorning, Head of Retail at PIECES, France is a natural next step.

"France is our largest wholesale market, so we are entering a market we know well and where we already have a strong foundation. With our own stores, we have the opportunity to showcase the PIECES universe more fully and be even clearer about who we are as a brand." 

The new stores will open in the Paris area, where purchasing power is higher than the French average. The locations have been chosen strategically to ensure nearness to the market and create the best conditions for getting to know French customers. 

Chasing the young consumers

France also represents significant potential for the PIECES target audience. According to Pernille Blas Kvorning, around 23 per cent of the population is under the age of 20, and young consumers have been a key focus area for the brand in recent years. 

"We have worked very deliberately to understand our customers’ needs. We are particularly focused on the younger generation, who move naturally between digital and physical channels. That is why we need to be present wherever they are." 

The launch in France forms part of PIECES’ ambition to reach 100 stores by the end of 2029. Growth, however, must be achieved responsibly. 

"We believe in sustainable growth. It is not about opening stores at any cost. The business case has to be there, and if something is not working, we must be willing to stop, learn and adjust. That is how we build a healthy and long-term business," says Pernille Blas Kvorning.