CYBEX ushers in a new era in juvenile luxury with its new Parisian flagship

As one wanders through Paris’ 1st arrondissement and along Rue Saint-Honoré, a mirage of boutiques beckons, promising worlds of luxury goods for all walks of life. Since December 2024, however, this infamous boulevard has expanded, adding a store aimed at those who, whilst too young to understand luxury, can still bask in its sanction: CYBEX.

Cutting-edge and innovative, CYBEX is a German brand leading the juvenile industry. Aiming to provide modern families with safe, comfortable and tailored solutions to match their lifestyle, it offers a range that extends from strollers and car seats to baby carriers and home and living accessories.

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In December 2024, CYBEX opened its first flagship in Paris, marking 15 years (out of its 20 in operation) of activity in France. Located at 179 on the bustling Rue Saint-Honoré, the new boutique, which spans two floors, reflects an air of refined modernity that speaks to the brand’s core pillars of luxurious functionality and contemporary design.

Upon entering the store, one is instantly embraced by the sophisticated ambience, which is infused with the brand’s recognisable monochromatic design DNA. Soft satin beige walls and plush carpets add layers of comfort and elegance, whilst glossy champagne gold aluminium frames reflect light around the space, adding depth and warmth. Amidst the unchanging Hausman architecture of Paris, the store’s contemporary aesthetic adds a striking contrast, where design, technology and intimacy converge.

With exclusive VIP areas, the boutique is home to the full showcase of CYBEX’s cutting-edge and innovative product range, including distinctive collaborations with designer Jeremy Scott and music mogul DJ Khaled. Nestled amidst these is CYBEX’s ode to Parisian femininity with the brand’s La Parisienne collection – a collection of family icons to last for generations.

“Having previously opened flagships in Prague, Tokyo and Amsterdam, Paris was a natural next step,” says CYBEX founder Martin Pos. “The French capital is one of the most elegant and dynamic cities in the world, with a target demographic and industry maturity and sophistication which are perfect for us. Parents and families in Paris are extremely cultured, elevated, and attentive to the highest quality products that can perfectly fit their lifestyle, which is something I am proud to say we can deliver at best.”

To celebrate its new flagship, the German label welcomed selected guests, including Amy Jackson Westwick, Julia Restoin Roitfeld, Joyce Jonathan, and Fernanda Brandao, to an intimate in-store cocktail before traversing the city of lights to attend an exclusive dinner at L’Emil, Château Voltaire.

Since opening this luxurious flagship, CYBEX has strengthened its presence in the city, advancing its commitment to excellence, education, and creativity while providing luxury both digitally and in person. “We are an experience,” adds Pos. “[We are] a cultural movement that our community of parents and families can associate with and bond on the values we share, on creativity, lifestyle and ultimately how we grow together in this journey.”

It is with this ethos that CYBEX has moved into a position to support the Louvre Corporate Circle as a Partner member, supporting the prestigious museum’s heritage, educational and social missions. Through this partnership, CYBEX has extended its hand to the public, welcoming Parisians and visitors alike to special and unique experiences, such as exclusive private tours of the iconic venue’s vast exhibitions.

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Through this scheme, CYBEX joined in celebrating the museum’s first-ever exhibition devoted to fashion and its interpretations titled ‘LOUVRE COUTURE: Art and Fashion: Statement pieces,’ which was commemorated by its Grand Dîner Gala. Hosted amidst the hustle and bustle of Paris Fashion Week on March 4th, CYBEX, with Pos, hosted a table brimming with notable international guests, including previous Vogue Scandinavia digital cover star and supermodel Josephine Skriver, models Gigi Hadid and Ashley Graham, and friend of the brand, Jeremy Scott.

For its most recent activation, CYBEX, once again tapping the attention that comes from Parisian fashion weeks, celebrated its latest collection, Rebellious Luxury. After a day of couture shows, guests were welcomed into the flagship for cocktails and to preview the newest range. Celebrating urban rebels, this new collection of juvenile products draws inspiration from the raw energy of city life as well as the fearless attitude of denim, inviting users to forget rules and live boldly.