Boardriders launches multi-brand concept in Paris

From April 27th to May 24th, 2026, the French group Beaumanoir is opening a pop-up in Paris. This is dedicated to the brands in the Boardriders portfolio. The initiative is part of the development strategy of the group’s surfing division. This has taken over the operation of the Boardriders activities for Western Europe.

The clothing market is subject to structural changes and a rationalization of store networks. In this environment, the multi-brand format is establishing itself as a resilient strategy for retailers. This approach makes it possible to pool operating costs while creating a diverse offer that attracts a wider stream of customers.

For the Beaumanoir Group, this model is a proven development focus. The company already uses it for its Vib’s network, which brings together Bonobo, Bréal and Cache Cache, and more recently with Sarenza Studio for the premium segment. The integration of the outdoor world and the Boardriders brands follows the same logic. It aims to increase the attractiveness of stationary retail Lifestyle– and experience approach to increase. This is intended to encourage consumers to visit the stores.

“After Saint-Malo, Angers, Valence, Nice and Bordeaux, this Paris pop-up marks a new important milestone,” explains Nicolas Foulet, general manager of Boardriders, in a statement. He adds: “In 2026, Boardriders is accelerating its expansion. There are several openings of our multi-brand concept planned, as well as the launch of our new digital platform in the fall. The choice of Citadium was an obvious choice to set up our pop-up as it is a true curator of urban fashion concepts, combining recognized brands with new labels. This temporary installation underlines our desire to continue to establish our brands as leaders in European surfing culture.”

Thomas Beaumanoir, Deputy Managing Director of the Beaumanoir Group, emphasizes the alignment of this location with the overall strategy of the company, whose business volume will amount to three billion euros in 2024: “The multi-brand format of Boardriders naturally follows on from Vib’s, created to bring together our brands Bonobo, Bréal and Cache Cache. Today, more than ever, we are convinced that an enriched customer experience is one of the keys to meeting the challenges of brick-and-mortar retail This experience must be built on the complementarity of strong brand identities.”

A point of sale with a focus on the customer experience

The Paris space brings together the offerings of Quiksilver, Roxy and Billabong. To go beyond just a sales transaction, the location should reflect the culture of surfing. It incorporates aesthetic elements inspired by the 2000s as well as special events. Visitors have access to additional services and events such as dining areas, hairdressing services or musical programs.

The Boardriders concept, currently implemented in 25 stores in France, continues its territorial expansion. Four more openings are planned for 2026.

This article was partly written with the assistance of an artificial intelligence tool, before being supplemented and edited by a FashionUnited journalist.