As the U.S. and France celebrate 250 years of friendship, Veronica Beard marked its own bond with the French by opening the first store in Paris on Rue François 1er, just off Avenue Montaigne.
Founders Veronica Miele Beard and Veronica Swanson Beard discuss the latest outpost for their distinctly American, sportswear-centric brand, which has a certain “Je Ne Sais Quoi.”
Congrats on your first Paris store. How did you choose the location?
Veronica Miele Beard: Paris is one of the most inspiring cities for us. Opening our first store there—in a neighborhood that reflects the elegant yet approachable way our customers shop and live—felt incredibly meaningful. We were patient, knowing the right location had to feel authentic to Paris and Veronica Beard.
What makes this store distinctly Veronica Beard and Parisian?
Veronica Swanson Beard: Veronica Beard stores share the same DNA but are designed to reflect their surroundings. Paris has such an appreciation for craftsmanship and collected interiors, so we leaned into that sensibility through vintage furnishings, custom millwork, stone, and carefully sourced antiques to feel as if it had always been there—a space that feels layered, warm, and unmistakably Parisian while still embodying our American point of view.
Which are your favorite antique dealers at Paris’ Puces de Saint-Ouen? Any tips to share for buying furnishings and décor from the famous flea market?
VSB: I could spend an entire day wandering Paul Bert and Serpette. Half the fun is not having a plan. I love Vallois for lighting and mirrors, and I’m drawn to booths that specialize in mid-century French furniture or smaller decorative objects with real character. My advice is to buy what you connect with emotionally. Some of my favorite pieces are ones I almost walked past. Paris rewards curiosity, so leave yourself time to wander and be surprised.
Can you share some of your favorite Parisian spots?
VSB: We both love staying at Hotel de Crillon and visiting the bar at The Ritz. I love browsing the galleries in Saint-Germain and the Puce. For dinner, Le Renomee or Lou Lou. My favorite memories include walking through the city and discovering somewhere new.
The Veronica Beard woman: Paris vs. New York
VMB: They’re both incredibly confident women who appreciate quality and dress with intention. The New York woman tends to move at a faster pace, choosing pieces that take her from morning meetings to dinner without missing a beat. The Parisian woman approaches dressing with a little more restraint and ease, but she’s equally thoughtful. Neither dress for trends. Instead, they gravitate toward timeless, versatile pieces that work with how they live.
How does 250 years of U.S.-French unity align with the new location?
VMB: Opening our first Paris store during America’s 250th anniversary feels symbolic. Veronica Beard celebrates American sportswear through a modern lens, and we’re excited to share that with a Parisian audience. Fashion is a dialogue between cultures, and this store helps carry that conversation forward.
What advice would you give an American designer or brand looking to open a store in Paris?
VMB: Respect the city and its customers. Paris has an extraordinary appreciation for craftsmanship, authenticity, and timeless style. Don’t try to become a French brand overnight. Stay true to your point of view, take time to understand the culture, and build genuine relationships.
VSB: Opening in Paris is an exciting milestone. More than any other location, it’s about joining a community that’s welcomed us and admired for years, while creating a destination to experience the Veronica Beard world.
