Balzac Paris, Ecoalf, Graine: Four fashion names debut in Biarritz this summer

Long favored as a holiday destination by fashion and lifestyle brands, Biarritz is once again drawing attention with a wave of fresh openings. The chic seaside town on France’s southwestern Basque coast is now home to four newcomers—Balzac Paris, Ecoalf, Graine, and Galeries Lafayette—each offering a unique approach to local retail. Here’s a look at the latest additions.

Balzac Paris launches a summer pop-up

Balzac Paris, the women’s fashion label founded in 2014 by Chrysoline de Gastines, her husband Victorien de Gastines, and brother-in-law Charles Fourmaux, continues its regional expansion with a seasonal boutique in Biarritz. Located just steps from the ocean at 54 Avenue Edouard VII, the pop-up is open from mid-June to mid-September.

Reflecting its seaside location, the store highlights airy summer pieces—dresses and swimwear being the stars of the assortment. This pop-up aligns with the brand’s ongoing regional development strategy, following a late 2024 opening in Toulouse and upcoming debuts planned for Bordeaux, Aix-en-Provence, Marseille, and Lyon.

Ecoalf opens a permanent flagship

Spanish sustainable fashion brand Ecoalf has officially established itself in Biarritz with a permanent location at 4 Avenue de l’Impératrice, just a short walk from the beach. Founded in 2009 by Javier Goyeneche, the label chose the city for its strong surf culture, showcasing swimwear and casualwear that reflect the coastal spirit. The 110-square-meter space reflects Ecoalf’s eco-conscious ethos, featuring net-zero emissions and interiors made of repurposed wood. The store caters to the whole family while advancing the brand’s environmental mission.

Graine unveils its first standalone store

Graine, a young ready-to-wear label founded in 2019 by Chloé Chabaud and her father Christophe, has opened its first physical store at 54 Rue Gambetta—right in the brand’s birthplace. Known for collections “nourished by nature, seasons, and contrast,” Graine produces all its garments in Portugal and brings its vision of mindful fashion to life with this new retail experience.

Galeries Lafayette opens a rooftop dining destination

Galeries Lafayette’s real estate division, Citynove, has unveiled a major renovation project atop its historic Biarritz store, which first opened in 1903. After a year of work, the department store has restored its rooftop terrace and rebuilt a glass canopy reminiscent of the original installed in 1925.

Overlooking the Atlantic Ocean, the revamped rooftop is now home to a fine-dining restaurant named Biarritz Bonheur, led by former rugby star Imanol Harinordoquy and chef Jean-Michel Suhubiette. According to the company, the project reflects “the department store’s commitment to preserving heritage while embracing modern experiences.”