La Plage, France

28 November 2025

Discover the chic essence of the French Riviera—where effortless glamour meets the true spirit of Mediterranean France. Welcome to La Plage!

Swimwear, beachwear, jewelry and even shoes—an entire summer wardrobe designed for the beach and beyond, complemented by home fragrances, decorative items, and stylish, original gift ideas…this is the winning formula of La Plage.

In Sainte-Maxime, just a short drive from Saint-Tropez, the store has built a loyal clientele (among them many second-home owners), drawing in vacationers and tourists thanks to its curated selection of iconic French beachwear brands and up-and-coming designers, showcased in an elegantly welcoming atmosphere.

Riding the wave of the success from their ready-to-wear boutique, opened in 2004, Karine and Philippe Marty in 2007 decided to follow their intuition, launching a 270 square-foot store focusing on an exclusive and curated selection of swimwear and beach fashion.

Their intent was to cultivate a niche of quality, innovation, and personalization that had yet to be explored in the area, creating the city's first 100% beachwear multi-brand concept store.

Just steps from the sea and infused with the spirit of vacation living, in 2024 La Plage expanded into a 646-square-foot location, conveniently located right next to its ready-to-wear boutique.

The new layout offers a more complete and fulfilling shopping experience.

Flooded with natural light, the boutique's clean, minimalist aesthetic, elevated by vintage accents and a calming palette of soft, earthy hues, embodies the understated class of nearby Saint-Tropez.

Woven straw flooring paired with refined furnishings enhance the warm ambiance, creating a space that inspires exploration and feels instantly familiar.

We love the central counter, designed by a talented Swiss-Moroccan designer, embodying the unique identity of this boutique.

Among the brands offered
Swimwear/resortwear Eres, Pain de Sucre, DnuD, La Nouvelle, Delion Paris Ready-to-wear /accessories V.de.Vinster, Laurence Bras, Fisch Club, Jewelry Aurélie Bidermann, Goossens Shoes Yvonne Waska, Arizona Love

Sales area 646 square feet
Number of stores 2: 1 swimwear boutique and 1 ready-to-wear (Sainte Maxime)