A new XXL flagship in the heart of Part-Dieu
It's a small move that marks a big shift for the brand. Present in the Westfield La Part-Dieu shopping center since 1994, the Jules store has just left its old boutique to inaugurate a brand new next-generation store. Since May 2, customers can discover this shiny new flagship located on the first floor of the shopping center. And the change is radical: with its 450 m², the new address is much larger than the previous space.
The goal is clear: to offer a smoother, more modern experience, and above all, a much more immersive one. Revamped customer journey, expanded offerings, better-organized spaces... the brand clearly wants to take it up a notch in the battle for male shopping.
n. And let's acknowledge that at Part-Dieu, the Lyonnais temple of “I just came to buy a pair of socks and three hours later I’m leaving with a coat,” this type of XXL concept fits in perfectly.A new strategy to attract today's men
Behind this opening lies a much broader transformation of the Jules brand. Integrated into the Fashion Cube group — which also owns the Brice and Bizzbee stores — the brand has been accelerating the rollout of larger and more experiential stores since 2025. The model is now clearly defined: stores exceeding 350 m², sometimes even reaching up to 700 m², capable of showcasing a much wider and more segmented range of offerings.
Because the real change also lies in the collections. The brand explains that...rc;the number of references has jumped from 280 to nearly 600 per collection. This impressive growth is especially noticeable in denim, underwear, and a revamped urban fashion aimed at attracting a more varied clientele. In other words, Jules wants to dress not just “the guy who needs chinos for a family dinner,” but also the one who wants to build a complete wardrobe for the office, weekends, and after-work outings.
Two worlds for a clearer men's fashion
The new flagship store in Lyon also introduces two main worlds designed to simplify the shopping experience. On one side, “Allure,” crafted around complete silhouettes and more refined looks. On the other, “Besoins,” focusing more on everyday essentials and easy-to-wear pieces.
This approach responds to the new shopping habits of men, who are now looking for style just as much as practicality.
It's a practical matter. And let's be honest: successfully buying a pair of jeans, a sweatshirt, and some sneakers without feeling mentally exhausted after 40 minutes in a shopping mall is already a personal victory.
Source : Le Progrès