Nowadays, we throw around the word “iconic” quite freely, but when it comes to Espace Cannelle, the label fits perfectly: this luxury fashion concept store with over 30 years of history on the Lisbon Coast is truly emblematic. “I had a gem, a fabulous space in the Estoril Arcades where I was always very happy. It was a phenomenon, it became an iconic store,” proudly recalls founder France Ame, who first opened a small boutique at the Hotel Estoril Sol (demolished in 2007) back in 1988, before moving to a larger space facing the Casino Gardens.
She stayed there for more than two decades but felt it was time for a change. “I love Estoril, it’s where I live, but I feel it’s stuck in time, not much happens,” complains the French businesswoman, who after her successful experience opening a store at the Marina in spring 2024, decided to relocate Espace Cannelle’s flagship to the town centre. “Just like me years ago, many foreigners are now discovering Portugal — and Cascais in particular.” Since April, you’ll find it on Avenida Valbom, neighbours with Galileu Bookstore, Bougain restaurant, Loja das Meias, and Fábrica Coffee Roasters.
The new space, spanning 250 square metres over two floors, is packed with luxury brands like Alberta Ferretti, Tory Burch, Gas, Acqua di Parma, and Max Mara – the Italian label that, interestingly, called this very spot home for many years. There’s a dedicated Etro corner downstairs, shelves filled with jewellery, beauty products, homewares, and plenty of room for swimwear by Brazilian designer Lenny Niemeyer.
“The Marina store has a bit of a French Riviera vibe and caters to a younger, very specific crowd. Many foreigners like to go there for lunch and shopping. Here, I hope to blend that audience with long-standing clients—those who used to visit Estoril and might now come to Cascais – and who are already bringing their daughters,” says France, who personally curates every detail. “There isn’t a single piece here that hasn’t been chosen by me,” she assures.
On her travels around the world, the buyer never tires of discovering new brands. “Besides Paris and New York, I’ve started going to places like Greece, where very interesting labels are emerging [such as Themis Z]. There’s also a fascinating Australian brand – Camilla.”
Espace Cannelle may be iconic, but it certainly isn’t standing still. “I get bored doing the same thing over and over,” France Ame concludes, here in the new Cascais home.
Avenida Valbom, 24B. Mon-Sat 10.00-19.00