The Mercer Brand opens its handmade sneaker boutique on rue Vieille du Temple in Paris
When a Dutch brand chooses Paris to prove it can exist beyond its home market, the choice of neighbourhood says everything. The Mercer Brand, founded in 2013 by Pim Dresen, is setting up at 99 rue Vieille du Temple, in the Marais, to open what amounts to far more than a second physical address.
The Marais, a neighbourhood that matches The Mercer Brand’s DNA
The choice of the Marais is no accident. Pim Dresen describes the neighbourhood as a space where major fashion houses, independent retailers, art galleries, vintage shops and restaurants coexist in a state of creative tension. It is precisely this duality that won the brand over: a strong local identity, an international clientele, a character all its own.
France has long had a connection with the brand. For years, The Mercer Brand has been present in Paris during Fashion Week, running showrooms in the city. That familiarity with the French capital made the move feel entirely natural. The brand is now stepping up from a temporary presence to a permanent one.
An opening timeline in three stages
The boutique will open in phases. In August, Pim Dresen will receive the keys to the space, kicking off an intensive fit-out period: interior design, lighting, furniture, signage, stock build-up and team recruitment, all to be wrapped up within a matter of weeks.
A soft opening is planned for mid-September, deliberately low-key, to allow the boutique to find its footing before the official launch event scheduled for mid-October. To mark the opening, the brand has created a special collection called Le Marais and is preparing a collaboration with a Parisian brand, in the form of an exclusive shoe.
This three-phase timeline reflects a determination not to rush things. The boutique needs to settle in before welcoming the industry and loyal customers in a space that is fully realised.
What customers will find on rue Vieille du Temple
The collection on offer in Paris will draw on the same foundations as in Amsterdam, but the Paris boutique will not simply be a carbon copy of the De Pijp address. The goal is to make it a destination in its own right, with exclusive products, small-run drops and Paris-specific collaborations. Loyal customers will have a genuine reason to walk through the door, even if they already know the Dutch store well.
The Mercer Brand’s collection spans handmade womenswear, menswear and footwear, positioned in the mid-to-upper price segment. The brand claims Dutch roots and draws inspiration from American sportswear and vintage Americana. Pim Dresen is clear on this point: the aim is not to become a French brand, but to bring that singular combination to Paris.
- Official opening planned for mid-October with a launch event in Paris
- Soft opening from mid-September for a gradual start
- A Le Marais collection created specially for the occasion
- An exclusive collaboration with a Parisian brand, in the form of a shoe
- Exclusive drops and products reserved for the Paris boutique
Paris as a springboard for international ambition
Behind this opening lies a broader strategy. The Mercer Brand is currently stocked by around 750 retailers worldwide, primarily through wholesale and e-commerce. Yet these channels do not allow the brand to fully control its own narrative: assortment, presentation, music, service, materials, team, all of it partly slips out of its hands.
The Amsterdam store, opened in 2021 on Ferdinand Bolstraat, demonstrated the value of a wholly owned space. Paris must now confirm that this model works outside the home market. The French capital offers a dual advantage: a discerning local clientele that pays close attention to style and a brand’s overall image, and an international reach amplified by tourism and Fashion Week, which brings the entire industry together each season.
Pim Dresen is already hinting at plans for 2027, without specifying their nature. The stated ambition is to build an international brand that happens to come from Amsterdam, rather than a Dutch brand that exports. Paris is a decisive step in that trajectory, and rue Vieille du Temple will be its first test beyond Dutch borders.
