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Retail rolloutFranceBefore PilostoneNORMAL · founder’s track record

NORMAL: building out the store network

  • Retail rollout
  • Multi-site
  • HQ reporting

As Concept & Construction Director at NORMAL, Arnaud Poyet led the opening of 166 of the brand’s stores in France: around 50 projects a year, €35M annual CAPEX and a team of five. When he left, the network numbered around 250 stores.

Duration
≈ 50 projects a year
Scope
166 openings led
Role
Concept & Construction Director
NORMAL: building out the store network (1/4)
NORMAL: building out the store network (2/4)
NORMAL: building out the store network (3/4)
NORMAL: building out the store network (4/4)
The challenge

The context

Around 50 projects a year all over France, with very varied landlords, shopping centres and local contexts, and regular reporting to the Danish headquarters.

Our approach
  • Building and leading a five-person construction team
  • Managing the network’s works CAPEX, around €35M a year
  • Tendering and contractor follow-up across all projects
  • Reporting to the international headquarters, in English
Results
  • 166 store openings led
  • Around 50 projects delivered every year
  • Record year 2024: 71 new stores in a single year
  • A network of around 250 stores in France when Arnaud left

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