Mr. Marvis brings its boutique project to life in Paris

Nestled between the asphalt and cobblestones of Saint-Maximin in Paris’s 6th arrondissement, Mr. Marvis’s brand-new boutique stands out. Spanning 170 square metres across two levels at 156 Boulevard Saint-Germain, the Dutch brand’s new showcase is bathed in natural light, which illuminates the display pieces from its collections. It’s a strong debut for the brand’s three co-founders- Steven Vrendenbarg, David Sipkens, and Aafke Tuin (majority shareholders)- who continue to be supported by former Tommy Hilfiger CEO Fred Gehring.

Right at the store’s entrance, the spotlight is on the shorts that launched the Mr. Marvis adventure ten years ago. Originally available in 12 colours, “The Originals” are now offered in about 40 different shades. The brand’s best-seller, they sell more than one million units each year. Later, as the brand evolved, Mr. Marvis began offering pants based on the same concept, followed by polo shirts and knitwear, through collections developed under the guidance of Aafke Tuin. This organic expansion of the product line has been supported by a diverse customer base across all age groups, drawn to the timeless appeal of the pieces.

A retail strategy that’s only a few years old

Mr. Marvis products- recognisable by their wide range of colours- are displayed along the walls of this boutique on Boulevard Saint-Germain, hung on a white railing. The items on display are for show only: each customer can request a specific item, provided it is available in the store’s inventory. On the second floor, the brand has also set up a tablet where customers can check the availability of various items in-store or online.

Originally, e-commerce was the driving force behind the Dutch brand, which launched its brick-and-mortar strategy five years ago. Since then, 26 company-owned stores have opened, spread across five markets- the Netherlands, Belgium, Germany, the United Kingdom, and, now, France. The B Corp-certified brand has no plans to stop there. It is considering expanding into Austria, Switzerland, Spain, Italy, and Denmark to sell its clothing- often made of cotton, organic cotton, or linen- which is produced in Portugal.

Are there more store openings coming to France?

This launch in France marks the culmination of the brand’s plans to establish a presence in the country, following three years of planning and preparation. More than just a major fashion hub in Europe, Paris represents a significant portion of Mr Marvis’s customer base. This first store in France could pave the way for other company-owned retail spaces across the country, particularly in the South of France and in other major French cities besides Paris. For now, the premium brand prefers not to provide further details regarding these plans.

This territorial expansion extends beyond France, as Mr. Marvis is currently finalising the design of its fifth Berlin boutique. These retail projects are driven in part by a 20% increase in revenue (figure undisclosed) for the 2025 fiscal year.