PSG has opened a new boutique on the Champs-Élysées

The Avenue des Champs-Élysées is one of the widest and most majestic avenues in Paris, with its cinemas, cafés and luxury shops. It is one of the most famous streets in the world that every tourist is obliged to visit at least once in their lifetime and one of those that mark the boundary of the so-called Golden Triangle of Paris. And a club like Paris Saint Germain, which continues unabated on its path to becoming one of the biggest and best-known brands in world sport, could not fail to open a new boutique on the most famous avenue in its city. After Tokyo, Seoul, Doha and Los Angeles, PSG opened the doors of its new flagship store on the Champs-Élysées yesterday, another important sign for the club, the fruit of 10 years' work. A huge space, divided into several floors where all PSG's collections will be on display, including those previously only sold abroad. There will also be an organic takeaway restaurant in collaboration with the young Parisian company Wild & The Moon. 

Fabien Allègre, Brand Director of Paris Saint-Germain, said, "The opening of Paris Saint-Germain's new flagship on the world's most beautiful avenue is an important sign of the Club's international influence. This is a historic day for Paris Saint-Germain." 

Before the arrival of president Nasser Al-Khelaïfi's fund, Paris Saint Germain was one of those teams labelled and defined as 'provincial', having won little and nothing in its history. In just 10 years since the arrival of the new management, the Parisian club has radically changed, not only because of the monstrous buying campaign each year but also thanks to the collaboration with Nike and Jordan brands. A monstrous growth, also studied by Harvard Business School, which published a 30-page study analysing the impressive rise of the Parisian brand on a global scale.