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Triana Alonso Translated by
Nicola Mira Published
December 5, 2025
Inditex is once again emphatically present on the Champs-Élysées in Paris. In April, the group’s leading label, Zara, unveiled an innovative flagship on the famous Parisian thoroughfare. And now Massimo Dutti, the group’s more minimalist, timeless label, has reopened its store at number 116 on the Champs-Élysées. The inauguration took place after the store had been closed nearly five months for renovation work, and marks another important step in the label’s expansion on the French market.
“This store is essential for Massimo Dutti, and is strategically located on one of the most important shopping avenues in the world,” proudly stated the label’s senior executives during the inaugural event. Massimo Dutti has already set its sights the 2025 Paris Olympic Games.
The new store occupies premises extending over more than 1,000 square meters (including a 497-square-metre retail area) on two spacious floors. An uncluttered double shop window welcomes customers at the store’s main entrance, between the UGC Normandie cinema and a Petit Bateau store. Visitors then access the store’s first section, with its Japanese-style décor featuring hanging spheres and corrugated wooden screens hiding delicate trees.
High-end, minimalist omnichannel concept
As described by Massimo Dutti itself, this new aesthetic “reflects the natural evolution of the brand, mirroring its commitment to excellence.” The label highlighted the store’s “refined style,” embodied by the adoption of rare materials and artisanal techniques to fashion organic shapes in a palette of neutral colours. Both innovative and energy efficient, the store utilises LEDs to lower energy consumption, creating subtle, indirect lighting effects.
Massimo Dutti also wanted to create an innovative shopping experience by means of new technology and exclusive services, like ad hoc personal shoppers, personalised customer support (with individual booths and the chance to drink a cup of coffee during the visit), and automated easy-payment systems to avoid queues. Customers can also use the Massimo Dutti app to shop online and schedule delivery of their purchases in-store, or to order products from another Massimo Dutti address and collect them in-store.
The store’s ground floor showcases the Massimo Dutti womenswear collections. For the festive season, customers will find glittering looks and velvet items at the store’s entrance, and an assortment of knitwear and more formal everyday looks deeper inside the store. The basement is home to a dozen fitting rooms, check-out counters, an area dedicated to upcycling pre-owned clothes and another for menswear and more womenswear, as well as Massimo Dutti’s footwear, handbags, accessories and fragrances.
For Massimo Dutti, which is based in Tordera, in the province of Barcelona, the Champs-Élysées reopening is a key element in the strategic expansion of its retail footprint. In recent months, the label has opened six new addresses. Besides Paris, it opened one in Brussels in September, another in Vienna in collaboration with artist Marit Wolters, and one in Zurich with sculptor Marie Griesmar. Two Massimo Dutti stores also opened in London, at the Battersea Power Station mall with Sébastien Bonin, and on the King's Road.
After this strategic reopening in Paris, Massimo Dutti still has ambitious plans for the French capital. It wants to renovate the other Parisian store, located at 24 rue Royale, in the Madeleine district, introducing its new retail concept there too. Massimo Dutti operates approximately 30 physical stores in France, a market it also serves with an e-shop.
It was initially a menswear-only label when it was founded in 1985, and launched its first womenswear collection about 10 years later. The label’s men’s and women’s lines are currently distributed via approximately 600 monobrand stores in Europe, Asia and the Americas. Worldwide, the Inditex group has more than 7,000 addresses in 92 countries on five continents. In H1 of the current fiscal year, the Spanish apparel giant generated a revenue of €16.851 billion.