Maison 123 is working on an expansion strategy that is developing both domestically in France and internationally. The Etam group, the chain’s owner, has given the French women’s clothing retailer enough investment capacity to open roughly ten stores in France this year and to keep growing outside of its native country while spreading awareness of its metamorphosis.

The 1983-founded mid-priced clothing company in France has already opened seven stores this year, including ones in Aix-en-Provence, Cherbourg, Roanne, Val D’Europe, and Carré Sénart. It has ambitions to open in Boulogne-Billancourt and will soon open in Dijon’s Toison d’Or shopping area. After acquiring a space formerly occupied by Etam in April, the brand relocated to rue de la Chaussée d’Antin in Paris. This address is “experiencing strong growth” despite having less floor space than the prior site.

“Eleven openings have already been agreed, but we could go as high as fifteen given the great opportunities that are opening up”, explains Axelle Mathery, the brand’s general manager.

Four corners of Maison 123 were introduced to Spain’s El Corte Inglés department stores in June. Three more are slated to debut before the end of the year, with two more opening in July. Madrid, Santander, Murcia, Seville, and Jaen are the chosen cities. The company plans to launch its first directly-operated stores in 2024, “i.e. two to five points of sale in Spain,” according to the CEO.

In Europe, a tenth store on the Belgian market debuted in July in Mons, and by 2024, the brand hopes to add two to five directly-operated stores in Germany, where it currently has 28 department store corners. It had previously shut down its two stores in this nation due to financial difficulties. Finally, there are discussions underway to build the brand through corners in Mexico on the export front.