Louis Vuitton 2004 Annual Report Download - page 66

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After expanding the activity of Sephora.com to Canada, the
company opened a store in Toronto in November 2004. This first
store was highly successful and significantly boosted sales for
Sephora.com in Canada.
In 2005, Sephora will continue to improve its profitability on
both sides of the Atlantic. The pace of new store openings is
expected to accelerate slightly, always in line with the compa-
ny’s strategy of selective expansion.
LE BON MARCHÉ
The excellent performance achieved in 2004 demonstrated once
again the solid foundations of Le Bon Marché’s positioning and
management. The most exclusive department store in Paris conti-
nued to be a benchmark for demanding French and internatio-
nal customers. The development of a new sales management
system also contributed to the improvement in its principal perfor-
mance indicators.
The investments dedicated to the renovation of the women’s
ready-to-wear department allowed the store to open in 2004
three new rooms of the “fashion apartment”, a concept extre-
mely well received by customers. The space dedicated to desi-
gners was expanded, making room for new brands and providing
them with an adequate showcase. In September, a new restau-
rant space also opened on the second floor of the main store that
is already enjoying high traffic.
The renovation of the women’s fashion department will be
completed in 2005. The department store on the left bank of
Paris continues to capitalize on its undeniable assets and is
approaching the coming months with renewed confidence.
LA SAMARITAINE
La Samaritaine’s store reorganization was completed in Septem-
ber 2004, with the opening of the new department dedicated
to men’s fashion. The renovation created an entire men’s
universe in a single space: ready-to-wear, accessories, shoes,
sports, etc.
Repositioned in the fashion and home design sectors, la Sama-
ritaine now has 30,000 square meters of sales surface, now
more modern, bright and accessible, with optimized logistics,
a source of significant operating savings.
Selective Retailing
A Bon Marché shop window on Christmas.
64