A strategic choice for the Marine boutique

This event brought together representatives of the Marine, partners, and members of the local community, highlighting the importance of this new point of contact with the general public. The choice of Toulon is not insignificant, as explained by Rear Admiral Arnaud Tranchant, commanding the Toulon defense base: "It is the particularity of Toulon with this strategic location that allows us to reach the Toulonnais, tourists, cruise passengers, and of course sailors. The boutique is ideally located within walking distance of the port, facilitating access for sailors, even at the local level." For her part, Captain Cécile Dumont-Dayot, of information and public relations of the Marine (SIRPA Marine), recalled that the city of Toulon has undergone a profound transformation: "Today, Toulon is a city where life is good, where you want to stroll through its small streets, thus creating a dynamism that is very, very interesting." This urban dynamic, coupled with a military and pleasure port welcoming ferries, offers an environment conducive to hosting such an initiative.

EXPANDING BRAND

Launched in 2021, the Marine brand has experienced rapid growth. In just five years, it has established 24 collaborations and developed nearly 300 products. Most of these collaborations are renewed, proof of their success and the viability of the model. "We are at 24 collaborations. 60% of the products come from French or European brands, with a few exceptions." The brand's attractiveness is reflected in customer satisfaction, with a rating of 94 to 95% according to surveys. This boutique in Toulon is perceived as an "accelerator effect," a way to go after the "few tenths that we are missing" in terms of clientele. The brand also receives regular requests from major brands wishing to partner, "every two to three days by major brands that want to associate with the Marine," specified Captain Cécile Dumont-Dayot. She presented the SIRPA as the "percussion" that sets the rhythm, and the sub-licensees as the "instruments." Currently, 24 sub-licensees are active, but many others are knocking on the door, testifying to the interest and development potential.

“This diversity of our orchestra is manifested by products for children, ready-to-wear, symbolic objects, or even items from the shipboard cooperative. These five distinct worlds are very well expressed on the brand's website and will now be physically accessible in the boutique.” The opening of this boutique responds to a need for the shopping experience: “To buy something, as a consumer, I like to touch, I like to feel, I like to see, I like to try,” she emphasized, adding that pop-up stores do not allow this immersion and freedom of choice. The boutique is thus designed as a “window into our own world,” a world “steeped in history” with “historical” products, but also “filled with modernity” embodying a “chic, young and sporty” brand. It is also a “small world of passionate people,” reflecting the commitment of the Marine teams. Visitors are invited to “really follow the news of the brand and the boutique in the weeks and months to come,” promising new announcements of collaborations and developments. The Marine stands out with this initiative. “There is only one institutional brand today that has a physical store, and that is the Élysée. So, we are behind the Élysée,” she continued with a touch of humor. The year 2026 is also the 400th anniversary of the Marine. “Surprises” are planned, with new products developed in partnership, which the public will be able to discover and buy in the boutique.