The year 2020 has not been easy for fashion. In France and around the world, several months of lockdown have had a strong impact on brand sales and changed our relationship with clothing. In such a context, the industry is seeking to develop innovative and committed concepts in order to meet the new expectations of consumers, more concerned than ever about the environmental and human consequences of the second most polluting industry on the planet. In such a context, Timothée Linyer and Edouard Caraco have all the keys in hand to develop The Bradery, their ephemeral sales site.

"In all transparency, our project was not born out of a deep ecological commitment," admits Edouard Caraco. "But it was by discovering the ins and outs of the profession that we wanted to do more to reduce the carbon footprint of our business." With his partner and childhood friend Timothée Linyer, the young entrepreneur launched The Bradery, a clearance platform that promotes the surplus stock of hand-picked fashion brands. Five times a week, the e-shop offers temporary sales of discounted pieces and accessories from the most fashionable brands of the moment. Among them Vanessa Bruno, Swildens, American Vintage, Des Petits Hauts, Livy, Eres and Maje. "From the start, 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 sector."

Founded in 2018, The Bradery stands out for its ability to sell brands' overstock at an attractive price, while protecting their image. "Before starting our company, we worked for a famous online private sales platform. We quickly realized that, faced with ever more complete and present sales, brands were seriously starting to worry about their image. With The Bradery, we wanted to offer them a protective setting thanks to ephemeral and qualitative sales, while offering the best deals to our customers. "Our difference with other private sales sites is also our target: young people, more precisely 18-35 year olds. We are directly targeting the Instagram generation, which remains an exceptional medium for telling the story of the brands we collaborate with and highlighting their pieces. It is also a fabulous medium for personalizing the e-commerce experience, which is sometimes too cold and impersonal."

For the start of the school year, The Bradery is going from three to five weekly sales in a few months. Another new feature is that the platform is now offering a men's sale once a week. In a few years, it hopes to be present in several European markets and continue to develop its charity sales called "The Bradery Cares". "We also hope to work with brands in the near future eco-responsible fashion ,” confides Edouard Caraco.