Cartier and LVMH Seek to Boost Olympic Retail Sales by Expanding Beyond Paris Stores

Luxury retailers in European cities outside of France are gearing up for a surge in business this summer as tourists seek alternatives to Paris during the Olympic Games. With the event expected to cause crowds and street closures in the French capital, cities like London, Milan, and Barcelona are preparing to attract high-end shoppers.

Cartier CEO Cyril Vigneron predicts that Paris will be slow during the Games, leading to a potential increase in traffic for other cities. Van Cleef & Arpels CEO Nicolas Bos agrees, stating that it may not be the right time for high jewelry celebrations in Paris, but they will keep their stores open for sports enthusiasts.

The experience of the 2012 Olympics in London has taught luxury brands like Cartier and Van Cleef & Arpels to focus on meeting their wealthy customers where they are. LVMH, the world’s largest luxury group and an Olympic sponsor, is also expecting a neutral impact on their business during the event.

Meanwhile, Barcelona is positioning itself as a laid-back alternative to the frenzied Olympic atmosphere in Paris, offering a more relaxed leisure and consumer experience. Some tourists, including those from the United States, are planning to extend their trips to visit other European countries after attending the Games.

Overall, luxury retailers in European cities are gearing up for a busy summer season as they anticipate a shift in tourist traffic away from Paris during the Olympic Games.