L’Usine has unveiled a new Vietnam flagship store, taking its store count to three, in preparation to better establish itself ahead of a global expansion.
The niche concept store, which is part coffee shop and part fashion boutique, has opened its new Ho Chi Minh City store in District 1, unveiling a multi-level cafe and retail space that takes up residence in a restored French colonial Art Deco space.
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Inside, differentiated spaces and rooms have been designed with their own versions of L’Usine’s aesthetic, tied together by period stairs and ornate florals.
On the fourth floor, the restaurant’s menu has been enhanced for the new outfit, while still stocking customer favourites.
L’Usine owners L Concept said the store furnishings and decor reflect Saigon style, and a “passionate interpretation of Saigonese culture from the outside looking in.”
As for retail, the shop boasts a collection of homewares and food items from local artisanal suppliers such as Sense Asia, Sweet de Luxe, Saigon Charlie’s, and La Petite Epicerie.
It also stocks men’s and women’s fashion brands including Mink Pink, Les Tropeziennes, Karmen & Marius, Komono and L’Atelier 13.
L Concept added that the expanded L’Usine is in preparation for launching the brand overseas. No country specifics have been given.
L’Usine was founded in 2009 by a group of Ho Chi Minh City artists. It’s first residence opened on Le Loi Street, in District 1.