Citadium , founded in 2000 as a subsidiary of the Printemps group, has established itself as a sanctuary of streetwear and urban culture. Aimed at young people aged 15 to 25 who are passionate about fashion, sneakers and lifestyle items, the Citadium boutiques are located in French cities such as Paris, Bordeaux, Lyon and Marseille.
The Kering group, owner of Printemps at the time, was looking to diversify its portfolio and meet the growing needs of consumers in terms of sport. It is in this context that Citadium was designed in 2000, with the ambition of creating a unique place dedicated to the world of sport.
The first store, covering an impressive 6,000 square meters, was strategically located on rue de Caumartin in Paris, just behind the prestigious Printemps Haussmann. The privileged location allowed Citadium to benefit from the reputation and attractiveness of its parent brand, while offering customers an innovative and distinct space.
To stand out from the competition and attract a targeted clientele, Citadium has chosen to rely on a positioning focused on major sports brands. The idea was to offer a rigorous and diversified selection of clothing, shoes and sports accessories, in order to meet the expectations of amateur and professional athletes, as well as sports fashion enthusiasts.
In order to offer a unique shopping experience, the store was designed to immerse customers in a dynamic and stimulating sporting universe. The layout of the spaces, the lighting, the music and the in-store animations were carefully thought out to create an atmosphere that is both friendly and inspiring, encouraging visitors to explore the different areas and discover the new products offered by the flagship brands.
By banking on this bold positioning and relying on the expertise of its group, Citadium has succeeded in establishing itself as a reference in the sports sector and attracting a demanding clientele in search of quality products and innovation. .
In 2007, Citadium decided to adapt its strategy to better respond to market developments and consumer expectations. The brand then made a major change by refocusing on casual fashion and targeting teenagers and young adults, who represented a large part of the market. The focus is on lifestyle and streetwear, booming trends that are attracting more and more young people looking for originality and authenticity in their clothing style.
This new strategic direction involves an overhaul of Citadium's product offering and visual identity. The stores began to offer a cutting-edge selection of clothing, shoes and accessories reflecting the latest urban trends, while maintaining their positioning as specialists in major brands. The spaces have also been redesigned to offer an immersive and modern shopping experience, in line with the aspirations of the target clientele.
In 2012, wishing to strengthen its presence on the market and respond to new consumer habits, Citadium launched its online sales site, Citadium.fr. The site quickly established itself as a pioneer in multi-brand e-commerce, offering a wide choice of products and brands, as well as a fluid and personalized shopping experience. Thanks to its digital strategy, Citadium extends its reach beyond French borders and attracts an international clientele.
In March 2013, the group, now owned by the Qatari fund Disa, announced its ambitions for growth and planned to open a dozen stores dedicated to lifestyle and streetwear. This expansion project aims to strengthen the presence of Citadium in the main French cities and to consolidate its status as a benchmark in the world of urban fashion and streetwear.
These successive developments bear witness to Citadium's ability to adapt and its desire to innovate in order to keep pace with the expectations of its customers and market trends. The brand thus continues to reinvent itself and position itself as a key player in fashion and lifestyle for the younger generations.
In 2014, Pierre Pelarey, Managing Director of Printemps, unveiled the project to open two Citadium stores per year, with the aim of covering the main French cities by 2020. In 2016, Citadium joined forces with the fashion and accessories to organize pop-up stores from January 2017, creating synergy around the “Generation Z” theme chosen for this edition scheduled for Porte de Versailles. In 2018, the American denim brand Wrangler chose the Citadium on rue de Caumartin in Paris to exclusively unveil its spring-summer novelties.
In 2020, Citadium is hosting an 84 square meter Puma space, designed from recycled materials and offering a digital and dynamic customer experience through screens and video content. This space highlights a selection of lifestyle products, all in a playful setting corresponding to the target audience: young urbanites aged 15 to 25.
During this year's summer season, Citadium is honored to welcome the eco-responsible brand Melissa to its spaces. Renowned for its bold and innovative designs, Melissa is a Brazilian brand that has established itself on the international scene thanks to its trendy shoes made of recycled plastic, combining style and durability. This exclusive collaboration allows Citadium customers to discover and enjoy the unique universe of Melissa, thus enriching the offer proposed by the brand for the spring/summer season.
By welcoming Melissa, Citadium is promoting trendy and ecological shoes, in line with current environmental concerns and the expectations of its customers. The shoes of this eco-responsible brand, made from recycled materials, are not only aesthetic, but also respectful of the environment, which is a major asset for consumers concerned about their ecological impact.
The presence of the Melissa brand within Citadium is also part of a process of innovation and diversification of the offer for the spring/summer season. Melissa's summer collections, characterized by colors