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Merchandising Implantation

Maison Ullens

The Client

A label born in 2010 in Belgium, led by Founder, Myriam Ullens, and Artistic Director, Véronique Leroy; Maison Ullens is embodied in a specific concept: knitwear - and more specifically cashmere. Implying ultra-subtle luxury, the brand trademark alters volumes and sections of warp and weft, and appropriates a fashion vocabulary.

Functioning as a hybrid, it asserts a true product and assumes an overall wardrobe for women today.

It reveals, through sleek structure, an obsession for refined and thoughtful details. His garments are often reversible and can be worn several ways, thus ensuring the lightest luggage.

Maison Ullens, home of luxury ready-to-wear travel apparel, claims, along with a smart double wear, well being, freedom and sensuality.

Challenges and constraints

For the opening of its first store in France on rue de Marignan in Paris, Maison Ullens called Studio Merchanfeeling to implement the best collections in the new setting, while respecting the DNA of the brand.

Studio Merchanfeeling’s answer

The implementation of the collection has been designed strategically to develop different brand universes within the eco-friendly boutique. Colors, materials, silhouettes and windows were conceptualized and installed accordingly.

The results

The shop, which opened on December 16, 2013, won over the Parisians who discovered this brand of luxury ready-to-wear travel apparel in France.