Beaune. TriRox, a new men's boutique, opens in the city center.

Last month, a new brand entered the Beaune retail scene. Rue d'Alsace now has a new store. In place of the former L'Épicerie Beaunoise boutique (19, rue d'Alsace), a stone's throw from the L'Occitane store, TriRox, a concept store dedicated to men's clothing, has opened. Already well-established in Dijon for six years, the brand is now betting on attracting Beaune customers.

At the origin of the project, Bertrand Arqué explains his approach: "I wanted to work for myself, so I retrained and I thought it was difficult to find gifts for men." Thus was born Trirox, a space where board games, cups, gift items and decorations of all kinds are combined, but also a ready-to-wear range for men. "For the ready-to-wear part, I am very careful to be eco-responsible. To quote Antoine de Saint-Exupéry: "We do not inherit the earth from our parents, we borrow it from our children." A commitment all the more personal since the very name of the store is inspired by his two children, Tristan and Roxanne.

When the first store opened, the manager confides that he was already thinking about opening another. Four years ago, Bertrand crossed paths with Jérôme Daubannay, a former sports salesman. "He told me that every time he passed through Dijon, he came to my store. And we had thought about opening one together. But at the time, it didn't happen," he explains. Years passed. Jérôme worked at Stade Dijonnais, then was made redundant ( the club went into liquidation ), returning to Bertrand with the desire to make this shared idea a reality. The 48- and 40-year-old Dijon duo quickly found a location in Beaune. "We were looking for a place not too far from Dijon and we thought of Beaune. We found our location in just a week; it was perfect and well-located. In Beaune, we don't have much competition because we offer less traditional, different brands in clothing," says the manager. After some delays related to construction and administrative procedures, the store opened its doors on June 9. Jérôme Daubannay is now the face of the brand in Beaune.

Bolstered by this first month of opening, the two partners are already looking to the future. "60% of my customers are women, and many have asked me for a women's clothing line. So next summer, we'll be doing a women's capsule collection with t-shirts and sweatshirts," confides Bertrand. "In June, we saw local customers; now, in July, there are more tourists, but we definitely don't want to neglect the local clientele. We really want to have a regular clientele," insists the manager. "The goal of our store is really to please people, with different things and reasonable prices." It's with emotion that the man who initiated this concept reflects on his career: "It's a great pride to open this new store. When I opened the first one, I was a single father with two young children. I had kind of taken a gamble on my life plan, and now I see that it's working. The first feedback from Beaune has been very positive."