ALO has opened its first two stores in France, launching locations in Saint-Tropez and Cannes as part of a wider French Riviera programme combining retail expansion with seasonal wellness and hospitality experiences.
First Stores in France
The Saint-Tropez store opened on 7 May at 45 Rue Gambetta, followed by the Cannes location on 11 May at 62 La Croisette. Both stores carry men’s, women’s and accessories collections, including the ALO Bag Collection.
Alongside the retail openings, ALO launched a seasonal wellness activation at the pier of Hôtel Martinez in Cannes on 12 May. Running until 14 June, the installation at La Plage du Martinez includes 40 custom sunbeds, each with an umbrella and side table, alongside wellness programming and a menu featuring fresh juices.
The activation has been designed around a palette of brown, ivory and navy accents intended to reflect the Mediterranean setting and sit alongside the hotel’s Art Deco character. It is ALO’s second resort wellness destination, following a project at Mandarin Oriental, Bodrum, in summer 2025.
“Cannes and Saint-Tropez mark a new chapter in how ALO shows up in Europe. There is a particular rhythm to the French Riviera in summer, the way people travel, gather, take care of themselves, and it connects deeply with what ALO stands for.
“From studio to street, ALO elevates wellness into a daily luxury, and now we want to be present in the destinations where our community lives the season. For me, it reflects exactly how we want to build ALO: close to our customers’ lives, with intention, and for the long term.”
Benedetta Petruzzo, ALO’s CEO of International
Wellness Programming Across the Riviera
ALO is also hosting a series of wellness activities in Cannes and Saint-Tropez. In-store experiences include sound bowl healing, psychic readings, ear seeding and journal customisations. The Cannes programme extends to the waterfront with an ALO Run Club along La Croisette, beach yoga at La Plage du Martinez Pier and Pilates classes in partnership with Pike Studio. In Saint-Tropez, yoga classes are being held at Hôtel La Ponche.
Summer Nacewicz, ALO’s EVP of Marketing & Creative, said:
“This moment on the Riviera reflects ALO’s belief that luxury is defined by how you feel. Summer really feels like the savasana of seasons, a time when you can take a moment of presence to recover while also recharging for what’s next.
“At the Cannes Film Festival, and throughout the European summer season, we’re creating immersive spaces—from our beach takeover to our sanctuaries in Cannes and Saint-Tropez—that invite our global community to move, reset, and connect against one of the most iconic backdrops in the world.”
Summer Nacewicz, ALO’s EVP of Marketing & Creative
ALO Voyage: Wellness Club at Sea
The brand has also introduced ALO Voyage: Wellness Club at Sea, a by-invitation experience aboard a privately chartered 72-metre yacht. The yacht began operating along the Riviera on 17 May, with programming including Pilates, personal training and EMS training, alongside recovery services including IV therapy, lymphatic drainage massage and chiropractic care.
Together, the stores and seasonal activations extend ALO’s European presence through a combination of physical retail, hospitality partnerships and wellness-led customer experiences.
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