OpeningElsewhereAix-en-ProvenceJune 2024
In Aix-en-Provence, BO&MIE takes its first steps into travel retail
In partnership with SSP, BO&MIE opens at the Aix-en-Provence TGV station its first address outside Paris and enters the market for high-traffic locations.
Photo: BO&MIE
In 2024, the house crosses two lines at once: its first French shop outside Paris, and its first travel retail location. Zepros presents it at the time as the brand’s eighth address.
Four hundred square metres and a terrace
The site is developed with SSP France, inside the TGV station. More than four hundred square metres and a terrace: the Paris format is transposed, not scaled down.
What changes is the rhythm. A traveller doesn’t wait; a station imposes long opening hours and very short peaks. Everything else — the making, the menu, the level of demand — had to fit within that constraint without being simplified.
The start of a channel
Aix opens a series: Montparnasse, then Bordeaux Saint-Jean in 2026. It is also the channel Jean-François Bandet described as a growth driver in the Fast & Casual interview from the same period.
The site was won through a tender, against bakery chains established for decades in French stations. A seven-year-old brand wasn’t getting there on name recognition: it was the production file that made the difference.
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