Le Bon Marché is a large French department store, located in a quadrilateral framed by rue de Sèvres, rue de Babylone, rue du Bac and rue Velpeau in the 7th arrondissement of Paris. It was called Au Bon Marché for 151 years, until 1989. The first Au Bon Marché store was founded in 1838 by the brothers Paul and Justin VIDEAU in the form of a large store (twelve employees and four departments) of haberdashery also selling sheets, mattresses and umbrellas. In 1852, they teamed up with Aristide and Marguerite BOUCICAUT (Aristide himself was a milliners’ son who’d gone to Paris to be a fabric merchant) who embarked on the transformation of the store, then developing the new concept of department store with a large wide and deep assortment, prices set at low margins and indicated on a label, direct access, the principle of satisfied or reimbursed and a staging of the goods in a sales space: this type of store no longer simply sells goods but the desire to buy themselves. In 1863, the BOUCICAUT's bought the shares of the VIDEAU brothers, who were afraid of the couple's progressive business ideas. To attract the female clientele, BOUCICAUT also creates the first women's toilets, a reading room for their husbands while they shop, and has more than 6 million fashion catalogs mailed (accompanied by samples of fabrics cut by 150 young women only assigned to this work) all over the world at the beginning of the 20th century, In early 1875 they opened an art gallery, a novel facility that they generously made available to painters and sculptors to exhibit work and connect with the many shoppers who flocked to Le Bon Marché. The management willingly took on the role of unpaid intermediary between artists and art lovers. in parallel the store developed the home delivery service and free-of-post mail order sales. It produced advertising (posters, calendars, advertisements, diaries announcing daily events). After the wives, the store targets the mothers by distributing drinks, red balloons or a series of educational images known as “chromos” for their children, also organizing donkey rides. The middle-class women can escape from the house where society cloisters them and spend more than twelve hours in the store trying on products, especially clothes, before only tailored, and now in standardized sizes. The LVMH Group acquired Le Bon Marché in 1984.