History
In 1894, Biarritz, queen of beaches and beach of kings, welcomed a new temple of luxury and fashion to Place de la Liberté, now renamed Place Clemenceau.
“Biarritz Bonheur” opened its doors in the vast premises adjacent to the BAB train station.
Biarritz Bonheur expanded and moved. The new store was inaugurated on August 5, 1903. At the beginning of the XXth century, the brand was acquired by the Société Française des Nouvelles Galeries.
Many architectural changes were implemented.
In 1999, the Galeries Lafayette brand was affixed next to the center’s name. But the name Biarritz Bonheur still resonates in the hearts of Biarritz locals.
Art Deco style, wood, metal beams, gleaming copper, a central staircase, and elevators: the place became a temple of magnificence. On the merchandising side, luxurious display windows were installed on the ground floor.
Cultural exhibitions on foreign countries were organized on the second floor.
For employees, uniforms were mandatory: pleated skirts below the knee, white blouses or cardigans, and navy blue or black shoes. Both expertise and soft skills were essential.
The store offered furniture, tableware, a drugstore, and a hardware section, as well as a department dedicated to white clothing and fabrics, a haberdashery, a ready-to-wear section, and a fitting area. A self-service food section would open later.
Biarritz entered fashion history when Empress Eugénie, wife of Napoleon III, made it her summer resort in 1854. This imperial presence attracted the European elite, transforming Biarritz into a trendsetting destination where high society showcased its finest attire.
Biarritz attracted the biggest names in haute couture. Poiret, Chanel, Vionnet, Lanvin, Hermès, Rochas, Balenciaga, and Courrèges thus dressed the insatiable clientele of luxurious parties that enlivened the Imperial City.
Coco Chanel opened her first boutique outside Paris there in 1915, solidifying Biarritz’s fashion status.
Today, this rich heritage endures through its luxury boutiques and fashion events.
