Opening up shop

There are a few major milestones in the life of a brand. The date of the first sale. The first team building. The date of the first tax audit too, but for other reasons. At Asphalte, 7 September 2024 will be one of those too.

It's official. We're finally making the leap into retail with the opening of Le Magasin, Paris. Our first permanent shop.

You're not dreaming: Asphalte is opening its first permanent physical shop this autumn, and it's in Paris. Quite simply, Le Magasin.

Permanence is a concept we've always liked.

Starting with our clothes of course. We want to be the easiest choice you make each morning, for years and years.

Le Magasin brings this permanence into the physical world.

Our mission is to make sustainability accessible by offering you clothes that you'll never get tired of and that will never tire of you.

We've been fulfilling this mission for years with a 100% digital presence. The thing is, accessibility isn't just a question of pricing, you have to make it physically present and this is where the permanent shop comes in.

Today, we're absolutely convinced that the future of Asphalte lies between the web and real life, and that's why we decided to take the plunge.

Quite simply, we want the values that we've been pushing for 8 years online to step out from the screen.

• We've been co-creating our clothes for 8 years through our questionnaires, and we can take this even further with this new space.
• We've been offering top-notch customer service all that time, and we can build on this with a team that knows our products like the back of their hand and is available in the shop every day.
• Above all, this takes preordering into a whole new dimension. There's no debate about it: online preordering is still our main model, and it will remain so.

This idea didn't come out of the blue. When we asked you how we could improve from 2019 to 2022 in our end-of-year questionnaire, 13% of you asked us year after year to open a shop.

So last year, we opened our first pop-ups in Paris which proved to be very successful and convinced us to go one further.

To give you an idea, the three pop-up stores we've opened in Paris over the last few years have attracted no fewer than 65,000 of you, 40% of whom were new to Asphalte and our way of working. We know that many of you have been looking to try our clothes first before trusting us, and this will now be possible all year round in Paris.

Of course, this is a major milestone for us. Probably one of our greatest leaps of faith.

It's a new chapter in our history and marks both a rupture and a continuation. Rupture because we're permanently stepping into a universe we know without knowing. And a continuation because our mission hasn’t changed. Making the clothes you actually want, pushing standards ever higher with the same passion as ever for quality and changing the way our industry works.

Our team has been working for several months day in, and day out to create your new favourite store. A 200m² space that stays true to the values that have made Asphalte an international brand with 250,000 customers and counting, while ensuring the welcoming atmosphere of a local shop.

Basically, our shop is a bit like Asphalte.com, just without the .com.

You'll find the same spirit, the same passion, commitment, principles and quality.

You won't be able to order at 2 am in your boxers, but everything else should be pretty familiar.

And it’s soon upon us. It's a dream come true to be opening our first permanent physical shop.

After years of e-commerce only, we're adding a new way of buying and experiencing Asphalte.

Closer to you, more attentive to your feedback, more available when you need to change the size of a jumper or the colour of a T-shirt, we'll be there, just a click or 3 away.

If you want to say hello or check out that week's preorders, we'll be at 40 rue des Petits Carreaux in the 2nd arrondissement of Paris, from 7th September.

You'll feel right at home.

The ASPHALTE team