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Mad Lords Plans Expansion

The fine jewelry boutique is anticipating at least three more store openings in 2022




An image of the brand’s Deauville concept store | Courtesy of Mad Lords, Paris

Mad Lords (Paris) is planning to expand its footprint with an additional three stores in 2022, Forbes reports. The fine jewelry boutique is planning to open new locations in Belgium, Brussels, and another on Rue St. Honoré, where the brand has an existing flagship. The three stores are also in addition to the brand’s piercing bar and its location in Deauville, France.

The brand was founded by Serge and Caroline Muller, and husband-and-wife team, roughly 10 years ago.

The expansion is fueled by the retailer’s sales growth, which is projected to reach €12 million in 2022 – its 2021 sales are up 33 percent compared to 2019. At the start of the pandemic, the retailer invested in its digital and online strategy, something to which Serge partially attributes the brand’s growing success.

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