Following a competitive agency pitch, Marques Avenue, a pioneer and longstanding leader in France’s outlet sector with eight brand centers and villages, has chosen Lonsdale to lead a strategic overhaul of its brand platform and establish new design guidelines.
The goal: to align the group’s identity with the evolving expectations of both partner brands and tomorrow’s consumers.
This in-depth initiative aims to strengthen Marques Avenue’s positioning in a transforming market by defining a renewed vision of the outlet retail and customer experience, in line with the ambitious repositioning launched by Mata Capital, the group’s new owner since June 2023.
A strategic repositioning following acquisition
For over 30 years, Marques Avenue has championed a sustainable model: providing brands with a valuable channel to sell excess inventory while offering consumers access to French and international labels at reduced prices year-round.
Now under the ownership of Mata Capital, the group is undergoing a major transformation to modernize its image, revitalize its centers, and adapt to the shifts in physical retail, all while meeting the changing expectations of today’s shoppers.
As part of this transformation, Lonsdale’s Retail & Architecture division, led by Nicolas Venturini, has been tasked with redefining the group’s brand platform. This includes redesigning the customer journey, visual identity, signage, and experiential elements across Marques Avenue centers.
The concept of this next-generation outlet is to deliver a more immersive, connected, and emotionally engaging experience, while reinforcing Marques Avenue’s unique identity in an ever-evolving retail landscape.
The new vision is set to be unveiled at the end of the year.
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