Rareform brings its backpacks to Europe

By

Olivier Guyot

Published
Apr 12, 2016

Upcycling is going full speed ahead. From lending products a new lease of life to creating new, quality items starting from used materials, the approach affords multiple opportunities. And it is appealing to consumers. With this in mind, Californian brothers Alec and Aric Avedissian created Rarerform, in 2012. Formerly an analyst, Alec Avedissian began by manufacturing surfboard bags from vinyl advertising billboards.

The items, produced in the USA, turned out to be durable and waterproof. The approach is similar to that of Swiss company Freitag, which uses truck tarpaulins, and French company 727 Sailbags, which uses yacht sails.

The price positioning, however, is completely different. The brand has developed an entire range of backpacks at core-market prices, starting from about €40 to compete with the industry's main players, as well as tote bags and duffel bags. It has also recently added accessories and wallets to the range.

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Rareform, with its board sports-inspired spirit, is currently available at more than 300 retailers worldwide, the vast majority of them in North America. The brand is, however, set to develop internationally.

To enter the European market, it has recently created an organisation together with Olivier Cuissot, a former manager for Billabong Europe, and Alain Riou, a surfing enthusiast and agent for industry brands in France.

The French duo is also aiming to expand the concept. The entrepreneurs, who also distribute other brands through their company Santocha Distribution, are setting up a vinyl billboard sourcing business, and are looking for contractors to develop Europe-based manufacturing operations.

Rareform currently relies on five agents in France, and by the summer it will be available in about thirty lifestyle stores in the country.