Eiffel Tower concession renewed & operated by LxA

The Eiffel Tower concession was awarded to the incumbent Lagardère Travel Retail following a tender process that was concluded in December 2018.
In association with Arteum, Lagardère Travel Retail created the company LxA which has been operating its new Eiffel Tower concession since February 1st, 2019.

By uniting their strong respective expertise in operating retail stores in tourist locations, and by focusing on the cultural dimension and the promotion of made in France products, Lagardère Travel Retail and Arteum managed to propose an innovative, original and differentiated offer, in line with the values of the Eiffel Tower and the company that runs it (SETE).

Both the offer and the customer journey have been completely reinvented. The stores will offer a real phygital experience – associating the physical store with digital – multilingual screens, mobile payment, cashier-less check-out, click & collect or delivery.

Each of the 6 stores will have its own design and architectural concept, to incite visitors to discover each one of them throughout their journey, floor by floor. The offer will be differentiating, with a deep and wide brand and product portfolio – with over 1,800 SKUs vs only 650 previously. From impulse purchase products to unique high end, sustainable products made in the French tradition.

The 5 stores will be inaugurated at the end of 2020.