Millet open the new Camp De Base in the heart of Paris

Millet brings mountains to the heart of Paris with new Camp De Base

Millet strengthens its presence in the heart of France with the opening of the brand new Camp De Base in Paris, located at 10 Rue du Vieux Colombier. This initiative, in addition to Millet’s already established presence at longtime partner Au Vieux Campeur and renowned Climb Up climbing gyms, represents an exciting chapter in the history of a timeless brand.

The store, a spacious 280 m2 space, is more than just a retail outlet. It is a meeting and discussion place dedicated to all mountain enthusiasts, an authentic blend of Millet tradition and Parisian urban effervescence.

This new flagship store introduces an innovative retail concept that tells the story and evolution of the brand through functional furniture and sustainable materials. A tribute to mountain culture is reflected in the attention paid to the customer experience.

Camp De Base is not just a retail space, but an immersive telling of Millet’s story, a story that begins with a family that in 1921 produced bags and shoulder bags for their grocery store in Saint-Fons, near Lyon. The setting offers a dip into the past, with a space dedicated to the Millet heritage and the great names in mountaineering who entrusted their lives to Millet products.

The store not only offers high-quality products, but also becomes a reference point for enthusiasts with a “resource” area that houses cultural books on the mountains, detailed maps, and a customization and repair workshop, respecting the brand’s sustainable DNA.

Experience and sharing are at the heart of the initiative, with a central table evoking the atmosphere of mountain guides, a guide garage with proven equipment, and a climbing area for training.

CEO and grandson of the founder, Romain Millet, anticipates an ambitious BtoC strategy for 2024, emphasizing how the new store concept represents a place where enthusiasts can live and share the brand’s values and DNA. The repair workshop, in particular, expresses Millet’s strong commitment to reducing environmental impact by reusing materials from past collections and promoting repair.

Camp De Base is more than a store: it is an invitation to explore the mountains not only with your eyes, but with your heart, in the heart of Paris.

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