Promod strengthens its DIY project with the aquisition of two sewing kit companies
The Promod Couture project, which began in 2020 under the impetus of five of the brand's employees, who are DIY enthusiasts, expanded a few months ago with the aquisition of two companies specialising in sewing kits, Fier comme un paon and Louis Antoinette Paris. FashionNetwork.com confirmed the news that was revealed by the online media Madmoizelle.
While traditional women's fashion retailers are suffering from a declining market, the time has come to diversify their business and services through projects that engage customers and encourage dialogue with brands. Promod is focusing on sewing, which picked up during the pandemic, with the making of fabric masks by individuals and a renewed interest in sewing machines during the lockdowns.
"This new stage in the development of the Promod Couture label will enable us to offer new patterns and ready-to-sew kits to our customers on a more regular basis. A first banana bag in a ready-to-sew kit will soon be available," says the brand owned by the Pollet family.
Created in 2018 with the aim of making sewing accessible to as many people as possible, the French company Fier comme un paon had to cease its activity in June 2022, due to financial difficulties. Louis Antoinette Paris started offering patterns and fabrics in 2015, before Fier comme un paon took over the company a few years later.
Promod Couture already markets patterns for 9 euros, as well as three-metre lengths of fabric from its dormant stocks including cotton, polyester, viscose, lyocell and more, for between 14 and 30 euros.
The company, which was founded in 1975 and modernised its visual identity last year, says it is "keen to promote its textile know-how and enable a whole community of seamstresses to make their own creations and help the industry evolve towards more responsible clothing."
On social networks, Promod opened an Instagram account last year dedicated to sewing. It now has 9,500 followers. The label also runs a dedicated shop on Facebook. In November 2022, the company also participated in the Salon des créations et savoir-faire at the Porte de Versailles to present its DIY offer.
In addition to the e-shop, Promod's patterns and kits are also available in 50 of its 380 stores in France. In its 2021 financial year (March 2021 to February 2022), the company broke even and generated a turnover of 342 million euros.
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