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Au Bonheur des Dames follows widower Octave Mouret, owner of Au Bonheur des Dames, whose retail innovations and store expansions threaten the existence of all the neighborhood shops, and Denise Baudu, a 20-year-old woman working in sales at the department store. Octave's aim is to overwhelm the senses of his female customers, forcing them to spend by bombarding them with an array of buying choices and by juxtaposing goods in enticing and intoxicating ways. Despite his contempt for women, Octave finds himself slowly falling in love with Denise, whose refusal to be seduced by his charms further inflames him.
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