i-Run, a French online and offline retail chain specializing in running shoes, has opened its first concept store in Paris. The three-storey shop, called “The House of Running,” has a surface of 210 square meters (130 for the store alone) and is located at 10 rue du Plâtre, in the fancy Marais district. The concept revolves around a “global approach to running” that is at the same time “technical, cultural and emotional,” said the company. The store features three different areas: the Conseil Store (”Advice Store”), where expert advice is available on specific proudcts, a Coaching Room where runners can train (as a premium service), and a Live Studio for podcast broadcasting. In addition to running and trail running shoes, the store also sells running apparel and GPS watches. The store is open everyday including Sunday afternoons. I-Run was created in 2007 in Toulouse by Emmanuel Vidal. Reportedly, the company has an annual turnover of around €100 million. With the new shop in Paris, the company now has eight physical stores in France, in addition to its e-commerce operations.