The birth of Aura Store: from September 2024 to opening day on 15 March 2025
Aura Store opened its doors on 15 March 2025 in Rennes. But the project began six months earlier. A look back at how the store was born.
Aura Store opened its doors to the public on 15 March 2025, at 2 rue Châteaurenault in Rennes. But the project began six months earlier, with a simple idea: to open a multi-brand menswear concept store in Rennes, something the city did not yet have.
Here is how it all started, from the first conversation to the opening night.
September 2024: the project is born
In September 2024, Manolis and François decided to take the plunge. After long hours of thinking it through, and driven by the urge to change things, the project took shape: a place in Rennes bringing together brands that matter, well-made pieces and a strong identity.
The first meetings with brands and agents took place that same autumn. That is when the selection began to take shape, on a principle that has not changed since: no fast fashion, pieces built to last, with a real aesthetic point of view.
Why “Aura”?
The name is a nod to Manolis’s Greek roots. In Greek, aura means a breeze, a light breath of air. That is the meaning we give it: a breath of fresh air, a new era for menswear in Rennes.
So it has nothing to do with the expression that went viral on social media. The name comes from somewhere else, and it says something simpler: what we wanted to bring to the city.
The fit-out
Between autumn 2024 and spring 2025, the premises at 2 rue Châteaurenault were redesigned to become the shop. Months of work, some difficult choices and a great deal of fitting out to arrive at a space that feels like us: understated, easy to read, designed to give the pieces room.
15 March 2025: “By culture, for culture”
On 15 March 2025, Aura Store finally opened its doors. The opening night brought together friends, family, people close to the project and the first customers in the shop.
“By culture, for culture”, our tagline, sums up the intention. Aura was born of a culture, that of clothing, music and the subcultures that shaped us, and it speaks to those who share it.
Since then
Since the opening, the project has grown: TDRA joining the team in-house, the Live Sessions, the first collaborations with brands from our selection, lookbooks shot like short films. Each step has its own article in this journal.
Live Sessions: the early days →
La Marinière, our first collaboration →
Key dates
September 2024: the project is born, first meetings with brands and agents.
Autumn 2024 to early 2025: fit-out of the premises at 2 rue Châteaurenault.
15 March 2025: Aura Store opens to the public.
Aura Store today
The shop is open at 2 rue Châteaurenault, 35000 Rennes. The full selection is available on aura-estore.com, with delivery to France and across Europe.
Frequently asked questions about Aura Store
When did Aura Store open?
Aura Store opened its doors to the public on 15 March 2025, in Rennes. The project had started in September 2024.
Where is Aura Store?
The shop is at 2 rue Châteaurenault, 35000 Rennes. The selection is also available online at aura-estore.com, with delivery to France and throughout Europe.
What does “Aura” mean?
The name refers to the Greek roots of Manolis, one of the two founders. In Greek, aura means a breeze, a light breath of air: for us, a breath of fresh air.
Who founded Aura Store?
Aura Store was founded by Manolis and François, with Titouan Fournel, aka TDRA, as art director from the very start of the project.
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