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

In all honesty, our project was not born of a deep-rooted commitment to the environment," admits Edouard Caraco. But it was when we discovered what goes on behind the scenes that we wanted to do more to reduce the carbon footprint of our business. With his business partner and childhood friend Timothée Linyer, the young entrepreneur launched The Bradery, a destocking platform that makes the most of overstock from hand-picked fashion brands. Five times a week, the e-shop offers ephemeral sales of discounted pieces and accessories from today's hottest brands. These include Vanessa Bruno, Swildens, American VintageDes Petits Hauts, Livy, Eres and Maje. From the outset, we prohibited the brands we worked with from producing parts especially for us," he explains. Customers don't realize it, but it's a sad reality of the industry.

Born in 2018, The Bradery stands out for its ability to sell brands' overstock at an attractive price, while protecting their image. "Before setting up 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 starting to seriously fear for their image. With The Bradery, we wanted to provide them with a protective shield through ephemeral, high-quality sales, while offering our customers the best deals. "Our difference with other private sales sites is also our target: young people, more specifically 18-35 year-olds. We'readresse directly targeting the Instagram generation, which remains an exceptional medium for telling the story of the brands we work with and showcasing their pieces. It's also a fabulous medium for personifying the e-commerce experience, which is sometimes too cold and impersonal". 

For the new season, The Bradery has gone from three to five weekly sales in just a few months. Another new feature is that the platform now offers a Man sale once a week. In a few years' time, it hopes to be present in several European markets and continue to develop its charity sales, dubbed " The Bradery Cares". "We're also hoping to work with brands in the near future," confides Edouard Caraco.