In this edition of old, vintage stuff we have in store, we present; the 1924 Printemps Inauguration book! Yes, THAT Printemps, like the huge department store all over the world. Not the spring, still in summer at the time of writing this.
Budding of the Flower
Printemps started in 1865 by Jules Jaluzot and Jean-Alfred Duclos. They initially started in Paris, at the corner of Le Havre and Boulevard Haussman. Just 9 years later, they renovated the store and included elevators, a luxury at the time. Unfortunately in 1881, they had a huge fire which ruined the store. However, they took the opportunity to install electric lighting, becoming one of the fast to use it.
Interestingly enough, in 1904, they had direct subway access, meaning that you could stop, INSIDE the store. They are known for pioneering multiple business practices that are still used today. Some of them include; clearance sales for outdated stock and using window models to display the latest fashion on mannequins. In terms of branding, they identified themselves with the Art Nouveau style, imbuing it with nature.
Due to a near collapse of the firm in 1904, Jules resigned from the business and then Gustave Laguioine took over. In 1920, his son, Pierre took over the store and rebuilt the Parisian store, following the fire in 1921. They decided to add a cupola, similar to those found in some Catholic churches, to the store.
The Flower as it stands
What started as a department store in France, allowing the growing middle class to buy high quality goods for a cheaper price via economies of scale is now supplying high quality products at a prestige price. It sells brands such as Balenciaga, Burberry, Givenchy, Paul Smith, Versace, Prada etc. Printemps supplies clothing, high tech, beauty and lifestyle goods across the world! It has premises in Paris, France, Jeddah, Saudi Arabia and in Shanghai.
Printemps has been through quite a lot of ups and downs up till now, yet it still remains to be one of the iconic, french stores known all around the world. We have a Printemps inaugaration book, dating back to 1924, when they originally debuted their cupola, following the 1921 fire.