Paris, July 22, 2026 – The BHV Marais, located opposite the Hôtel de Ville in the 4th arrondissement of Paris, has unveiled its ambitious revival plan. This comes a month after a portion of its management team acquired the historic department store. The plan, presented this Monday, July 20, 2026, focuses on bringing back key brands, transforming the ground floor, and shifting the store’s overall strategy.
A Strategic Shift Towards Home, DIY, and Lifestyle
The new general manager, Karl-Stéphane Cottendin, former right-hand man to Frédéric Merlin, has promised a clear break from the past and a fresh start for the BHV Marais. The new direction emphasizes home goods, DIY, decoration, and lifestyle products, moving away from luxury and ultra fast-fashion. This strategic pivot aims to reconnect with the store’s historical identity and cater to a broader, more consistent customer base.
37 Brands Confirm Their Return
A significant highlight of the revival plan is the confirmed return of 37 brands by the start of the academic year. This marks a positive turnaround after a period of significant brand departures, including luxury names like Dior and Sandro, due to payment issues or disagreements over the controversial arrival of Shein.
Among the returning brands, several key players in the home sector have been named:
- Ligne Roset: A renowned French contemporary furniture brand.
- Cinna: Ligne Roset’s sister brand, focusing on editorial design.
- Madura: A specialist in curtains and home textiles.
- Le Slip Français: Which had a contentious departure in 2025 over unpaid bills, is now eager to re-establish its partnership and will even produce employee T-shirts.
While the full list of returning brands is yet to be released, the management emphasizes the positive signal this sends. However, the actual retail space these brands will occupy in September remains to be seen, as 37 signatures do not automatically fill entire floors.
Shein’s Departure on the Horizon
The fast-fashion giant Shein, which has occupied the 6th floor since November, has been a source of tension and a catalyst for the departure of several brands. Constructive discussions are reportedly underway to expedite Shein’s exit, ahead of its contract’s scheduled end in 2027. However, no firm date has been announced, and the 6th floor will retain its current tenant until a signed agreement is in place. This resolution is crucial for the return of certain brands.
Ground Floor Transformation: Boulanger and Rougier & Plé
A major change will occur on the ground floor, which will be entirely revamped in September. The most visible area, previously home to fashion and beauty corners, will now welcome two prominent retailers:
- Boulanger: The electronics and multimedia specialist will take over the prime ground-floor space. This move is strategic, as electronics generate daily foot traffic, unlike luxury items which attract a rarer clientele. The expectation is that customers coming for electronics might also visit the DIY basement, a core part of BHV’s identity.
- Rougier & Plé: This historic Parisian brand, founded in 1854, will bring its fine arts, graphic arts, and creative hobbies offerings to the ground floor. This reunion is particularly symbolic, as both Rougier & Plé and the Bazar de l’Hôtel de Ville (BHV’s original name) were established in the same neighborhood within two years of each other. The offering will include paints, brushes, graphic arts supplies, creative stationery, framing, DIY, and children’s activities, filling a gap in the area for art supply stores.
Additionally, two previously closed entrances, accounting for approximately 50% of the store’s traffic, will be reopened. This is expected to significantly improve accessibility and encourage casual visits.
Employee Shareholding: A New Era of Engagement
The management, overseeing 800 employees, has announced an employee shareholding plan that will eventually allow staff to own 40% of the capital. Eric Lovisolo, former executive of the Printemps group, has also joined the executive committee. Beyond the social aspect, this initiative aims to stabilize salary costs and foster employee involvement in the store’s recovery. By becoming co-owners, employees will have a direct stake in the store’s profitability and success.
Ongoing Financial Dispute with Brookfield
Despite the positive developments, a financial dispute with Brookfield, the Canadian fund that acquired the store’s premises in January 2026, remains unresolved. Half of the store’s surface area was vacated as part of an agreement with Brookfield, but millions of euros expected in return have not yet been disbursed. Brookfield reportedly cites compliance issues, while BHV management asserts that store operations are unaffected.
170 Years of Parisian Retail History
The BHV Marais, originally opened in 1856, four years after Le Bon Marché, is one of Paris’s oldest department stores. Founded on Rue de Rivoli by François-Xavier Ruel and rebranded BHV Marais in 2013, it is particularly known for its legendary DIY basement. The new management is targeting the store’s 170th anniversary in October, followed by the year-end holidays, as key milestones in its revival. The store remains accessible via the Hôtel de Ville metro station (lines 1 and 11), and its commercial offerings are updated on the official BHV website.
Until September 2026, the store’s offerings remain partial, and some floors are still inaccessible. Therefore, it is advisable to wait until the autumn for specific purchases, while the DIY basement remains fully operational.
Source: Sortiraparis.com
