Biutiful Shop Annecy: a concept store rooted in French Alpine tradition
On Rue de la Poste, founders Céline and Ludovic bring together the atmosphere of Annecy’s old village shops with a selection of everyday objects, design pieces, beauty products and publications
Biutiful Shop, Annecy — a mix of antique and new
Often referred to as the Venice of Savoie, the lakeside Alpine town of Annecy is cherished for its sloping hillsides and the canals that weave through its streets. French geographer Raoul Blanchard famously nicknamed it the Pearl of the French Alps, highlighting its unique location between lake and mountains and its role as the gateway to the northern entrance of the lake gorge.
Though larger than many of France’s tiniest villages, Annecy’s cobblestone lanes and pastel façades still offer the same storybook charm.
Biutiful Shop in Annecy: a concept store blending contemporary design with French village tradition
Located on Rue de la Poste, Biutiful fits seamlessly into this picturesque setting. Its architecture recalls the charm of traditional French village shops while integrating a sophisticated contemporary aesthetic—both antique and modern at once. Opened as a physical store in 2013, and shortly after as a global e-shop, Biutiful has become a reference point for those seeking beautifully curated, high-quality items for everyday life.
The project was born from Céline and Ludovic—a stylist and a photographer—who had long collaborated on decoration, fashion, and advertising shoots. Their shared expertise in image, branding, and creative direction led them to create a store that embodies their vision: refined, personal, and visually compelling.
Their concept mirrors the most innovative contemporary stores: a single place offering a carefully curated selection where customers are guided by taste rather than brands. At Biutiful, you can find Aesop shower gels, Astier de Villatte ceramics, Pascale Monvoisin jewelry, and the latest issue of Apartamento. High-end maisons coexist with independent designers, allowing customers to feel the spirit of Annecy while exploring objects from around the world.
The shop features dedicated areas for beauty, jewelry and accessories, clothing, home décor, plants, books, magazines, and posters. Céline and Ludovic continually refresh the selection with new arrivals each week.
La Superbe in Annecy: a natural and organic beauty & spa experience inspired by holistic well-being
In 2018, Céline and Ludovic expanded their vision with La Superbe, a hybrid beauty and spa salon that reflects the same core values as the shop: locality, quality, relaxation, and personalization.
La Superbe offers a unique ambiance—spacious and bright treatment rooms, abundant greenery, and a calming natural aesthetic. The experience is holistic and sensorial: homemade detox water, refined décor, subtle fragrances, atmospheric music, and the skilled touch of dedicated practitioners.
In a time when caring for the body is increasingly linked to caring for the mind, La Superbe responds to this need. Treatments use natural and organic brands such as Honest and Tata Harper, and the massage offering includes specialized techniques like the Japanese anti-aging Kobido method.
Whether booking a massage, enjoying a facial, trying a Bol d’Air oxygen therapy session, or simply relaxing in a beautifully designed spa surrounded by wood and plants, La Superbe is just steps away from Biutiful Shop.
Discover Annecy through Biutiful Shop and La Superbe: craft, design, and well-being in the heart of the French Alps
Annecy is a small town—just a few central streets, without the long queues typical of major destinations—and that is precisely what makes it peaceful. Its magical landscape, positioned at the mouth of Lake Annecy and surrounded by canals and Alpine views, enchants visitors from the moment they arrive.
This setting inspired Céline and Ludovic, who shaped Biutiful and La Superbe as places where visitors can experience a curated vision of “beauty à porter.”
