The house adds Bodrum, Ibiza, Mykonos, Lake Como, and Formentera to its seasonal network, anchored by the High Summer 2026 Chloé à la Plage collection
Chloé is expanding its seasonal retail presence across Europe this summer, opening five new ephemeral boutiques in Bodrum, Ibiza, Mykonos, Lake Como, and Formentera. The additions join the house’s established outposts in Saint-Tropez, Capri, and Monte Carlo, bringing the total seasonal network to eight locations across France, Italy, Spain, Greece, Turkey, and Monaco.
The expansion marks a significant step up from last summer, when the house operated three seasonal locations: Saint-Tropez, Capri, and Monte Carlo. All three carry forward this year, with the five new destinations added on top, suggesting the model proved out quickly enough to justify scaling across a broader and more geographically varied set of resort markets.
Each boutique has been conceived as an architectural extension of the house’s summer identity, built around neutral tones, natural materials, and artisanal details calibrated to each destination’s character. The spaces will present the High Summer 2026 Chloé à la Plage collection, designed by creative director Chemena Kamali, who has led the house since late 2023. The collection draws on airy silhouettes, broderie anglaise, and relaxed accessories intended to translate Chloé’s founding spirit of free-spirited femininity into a resort context.
Opening windows vary by market: Saint-Tropez and Capri run through October 31; Ibiza and Mykonos remain open through the end of summer; Lake Como and Formentera close at the end of July; and Bodrum runs through the end of September. The staggered schedule reflects the differing tourist season lengths across these markets, which Chloé is actively mapping as part of its seasonal strategy.
The expansion represents a deliberate push under Kamali and chief executive Laurent Malecaze, both appointed in 2023, to position the brand more aggressively within the luxury leisure circuit. For a house undergoing repositioning within Richemont’s portfolio, seasonal boutiques in high-traffic Mediterranean destinations offer a relatively low-friction way to build physical presence and client contact at moments of peak purchase intent. Going from three locations to eight in a single summer indicates that the seasonal retail strategy is now a core pillar of the brand’s growth framework, not a peripheral activation.
