Biondini Paris: A family business01.02.2017
Biondini is above all a family story. From Tunisia to France, the passion for luxury shoes has been passed on from generation to generation. Patrick and Sandra Melloul settled in the 1970s in Paris with the desire to perpetuate the know-how and expertise of their grandparents and parents who own shoes factories in Tunisia. Sandra having a training in sewing and Patrick having an expertise in the shoe design, their union could only be a strength and an obviousness.
The Biondini’s success story began in 1985, when the first boutique opened in Paris on the Champs Elysees. The founders put forward unique products from artisans living in small Italian provinces. Through their windows, they sell an expertise and quality products. These strong and avant-garde models have captured the eyes of passers-by on the lookout for creativity and originality. The family spirit is felt through a real service inside the shop. In parallel with the opening of their first shop, Patrick and Sandra gave birth to their first child, Sarah. The increasing number of visits has resulted in the opening of two new stores located a few steps from the first one. A second child named Laura arrives in this context full of future.
The family business boomed in the 1990s. The growing reputation of the brand brought an elitist and international clientele in the stores: Arabic princesses as well as American personalities came to buy trendy pieces at Biondini. As happiness never comes alone; the third child of Patrick and Sandra born. Armand is today at the head of the artistic direction of Biondini Paris.
The 2000s mark the beginning of new opportunities for Patrick and Sandra. The department store Galeries Lafayette dedicated a prime location to Biondini which was at the time the only multi-brand next to the Dior, Chanel and Gucci Houses. Similarly, some brands such as Marc Jacobs, Valentino or Chloé gave them the management of their stand for their expertise a few years later. Since then, Le Bon Marché and then Le Printemps have dedicated premium corners to the brand.
In 2008, José Neves, the founder of Farfetch, seduced by the selection of Biondini shops during a trip to Paris, asked Mr. Melloul to be one of the first to offer his selection on his website. The union between the world of fashion and the Internet worked. The Biondini style is then adopted by a multitude of tourists visiting Paris and by international customers on www.farfetch.com. Nowadays, these two entities collaborate closely to develop and boost the sale of the shoes online business.
You can find today the expert eye and the family atmosphere of Biondini Paris in three eponymous shops on the Champs Elysees, Galeries Lafayette (Paris, Strasbourg and Nice), Bon Marché, Printemps, Farfetch.com and now on their own website Biondiniparis.com.