Millet opens a store in Annecy
As the winter season approaches, Millet Mountain Group, an alpine outdoor specialist, is opening a new point of sale in Annecy.
After celebrating its 100th anniversary in 2021 and a few months after the finalization of its takeover by Jean-Pierre Millet and Inspiring Sport Capital, Millet (Millet Mountain Group) is opening a boutique at the Nouvelles Galeries (avenue du Parmelan, Annecy), in the heart of French Alps. A point of sale dedicated to mountaineering and mountaineering with an area of 130 square meters that highlights its alpine expertise and its three mantras: vertical community, innovation and responsibility.
The Annecy store is the fifth in France to open and the seventh in Europe. A project that takes on its full meaning when you know that today it is here, in Annecy, that all the collections are imagined.
“It is with great pride that we open the doors of our new store in Annecy, where the Millet brand was born and is still deployed. This local presence is a unique opportunity to further anchor our roots, while supporting our development strategy for our BtoC network. Long awaited, this store is a key ally in building the customer experience, highlighting our history and our heritage, and supporting the growth of the Millet Mountain Group,” explains Romain Millet, CEO, in a press release.
Millet or the desire to strengthen the customer experience
A large wooden table in the center of the store reinforces the community aspect of the brand. A space designed as a real place for exchanges between amateurs and mountain enthusiasts, allowing customers to learn more about the technicality of the products. This also acts as a checkout, the brand having wished to opt for a disruptive concept.
In order to go even further in the quality of the advice and the choice of products, Millet has also recreated the workshop of a true mountaineering enthusiast at the back of its store: ropes, ice axes, helmets… which gives the place a additional experiential dimension and proximity to customers. Animations and events will also punctuate the life of the store. The sellers are also enthusiasts and practitioners, regularly trained in the new products and technical aspects that constitute the DNA of the brand. They work alongside technical advisors to provide the best advice to customers.