In the midst of evolution, the fashion industry is seeking to reinvent itself. To meet new consumer expectations, Timothée Linyer and Edouard Caraco, two young entrepreneurs, conceived The Bradery, an innovative online sales platform.
2020 was anything but a quiet year for fashion. In France and around the world, several months of lockdown severely impacted brand sales and changed our relationship with clothing. In this context, the industry is seeking to develop innovative and socially responsible concepts to meet the new expectations of consumers, who are more concerned than ever about the environmental and human consequences of the world's second most polluting industry. It is in this context that Timothée Linyer and Edouard Caraco have all the necessary tools to develop The Bradery, their flash sale website.
“To be perfectly honest, our project wasn’t born from a deep commitment to the environment,” admits Edouard Caraco. “But it was by discovering the inner workings of the industry that we wanted to do more to reduce our business’s carbon footprint.” With his partner and childhood friend Timothée Linyer, the young entrepreneur launched The Bradery, a clearance platform that sells surplus stock from carefully selected fashion brands. Five times a week, the online store offers flash sales of discounted clothing and accessories from the hottest brands of the moment. These include Vanessa Bruno, Swildens, American Vintage, Des Petits Hauts, Livy, Eres, and Maje. “From the outset, we prohibited the brands we worked with from producing pieces specifically for us,” he explains. “Customers don’t realize it, but it’s a sad reality of the industry.”
Founded in 2018, The Bradery has distinguished itself by its ability to sell brands' overstock at attractive prices while protecting their image. "Before starting our company, we worked for a well-known online private sales platform. We quickly realized that, faced with increasingly comprehensive and ubiquitous sales, brands were starting to seriously worry about their image. With The Bradery, we wanted to offer them a protective environment through high-quality, limited-time sales, while providing the best deals for our customers. "Our difference from other private sales sites also lies in our target audience: young people, specifically those aged 18-35. We speak directly to the Instagram generation, which remains an exceptional platform for telling the story of the brands we collaborate with and showcasing their pieces. It's also a fantastic way to personalize the e-commerce experience, which can sometimes feel too cold and impersonal."
For the start of the new season, The Bradery is expanding from three to five weekly sales in just a few months. Another new feature is that the platform now offers a men's sale once a week. In a few years, it hopes to be present in several European markets and continue developing its charity sales called "The Bradery Cares." "We also hope to soon be working with brands of "Eco-responsible fashion ," says Edouard Caraco.