The Rise of the “Appartement Sézane” Concept
Born as a digital label, Sézane was an early innovator in creating intimate, inviting retail spaces that blur the line between boutique and personal apartment. Its Appartement stores—filled with vintage furniture, floral arrangements, community tables, and curated music—invite visitors to explore at leisure, creating memorable experiences that go far beyond the transaction. As Sézalory explains that her goal is to create spaces that feel like a true Parisian home rather than a traditional retail store—immersive environments where every corner reflects authenticity, community, and thoughtful detail.
After opening the first Appartement in Paris, the concept quickly spread to French cities like Bordeaux and Lyon, and later to key international cities including London, New York, San Francisco, Los Angeles, and Madrid. Each Appartement Sézane is tailored to its local context but preserves the brand’s spirit of Parisian chic and slow discovery.
Why Tokyo, Toronto, and Copenhagen?
The 2026 expansion is designed to capitalize on deep community engagement in new and fast-growing markets for French fashion. Tokyo is one of the world’s style capitals, a hub where Parisian and Japanese design sensibilities complement each other beautifully. Toronto is singled out for its cosmopolitan energy and vibrant multicultural style, and will be Sézane’s first Appartement in Canada. Copenhagen joins the network as a leader in Nordic style and sustainability, offering a fresh perspective for Sézane’s vintage-inspired, modern essentials
What to Expect In The New Appartements
Each new Appartement Sézane opening in 2026 will be more than just a store. Shoppers can expect:
- Vintage Parisian décor, floral installations, and cozy community spaces
- Regionally exclusive ready-to-wear capsules and accessories
- Events, art pop-ups, and in-store atelier workshops
- Special touches such as on-site styling, tailoring, and coffee corners for an authentic at-home feel
As with prior locations, Sézane intends each space to become a destination, a retreat, and a platform for local culture and creativity.
Sézalory’s Vision and Global Growth
Founder Morgane Sézalory remains highly involved in the selection and design of each new Appartement, emphasizing a blend of classic Parisian heritage and modern local culture. In a recent interview, she shared: Sézalory shared that the vision behind each Appartement Sézane is to make it feel like an extension of the brand’s global family—a warm, inspiring space where every detail is designed to surprise, delight, and make visitors feel at home while carrying a touch of Paris wherever they go.
This international expansion follows a period of rapid growth. The United States became Sézane’s second-largest market after France, with permanent locations across New York (Elizabeth Street, Brooklyn), Los Angeles (The Grove), and pop-ups in places like Atlanta and the Hamptons. Crowds routinely line up outside these shops, drawn by Sézane’s unique blend of elegant, retro-inspired clothes and familiarly warm, thoughtful store experiences.
The Bigger Trend: Home as a Retail Experience
Sézane’s approach prefigured today’s retail trend of brands turning stores into experiential third places—spaces for community, culture, and a sense of belonging, not just commerce. Retail analyst Elsa Urquijo explains that the real challenge for modern brands lies in giving people a genuine reason to visit physical stores—creating spaces where they can engage, explore, and experience something that can only exist within the brand’s own world. Sézane continues to lead this shift, creating “something the Internet cannot replicate.
Looking Ahead
As Sézane prepares to plant its flag in Tokyo, Toronto, and Copenhagen in 2026, its Appartement model is poised to further redefine global retail by merging Parisian romance and local creativity, a kind of accessible luxury where everyone is invited to linger and be inspired.
