Combining commerce and group in style

An concept that was uncontrolled. “If I knew three years in the past what I do know now, I might have carried out issues in another way,” says Marthe de Groot, the driving power behind the Dutch accent model Marie Marie. Advertising and marketing was barely needed for his or her crochet luggage, as in a short while, Bijenkorf (Selfridges Group) and Bonmarkch got here to play. “We’ll quickly promote in Hong Kong. After I say so, I believe: Why do I generally assume issues aren’t going effectively?”

There may be far more on the horizon for Marie Marie and, due to this fact, it’s time for a dialog. When Fashionunited calls Groot, the businessman is busy stitching labels in a whole lot of luggage. “The founding life,” he laughs.

Groot has style expertise. He studied at AMFI (Amsterdam Vogue Institute) and subsequently labored for a number of manufacturers as Advertising and marketing Supervisor and Social Networks. “I entered the style business with the concept of ​​utilizing style to do good and provides again to society. However after I was working, I assumed: What am I actually contributing?” When going to work, he carried a bag that his grandmother had woven throughout a crochet membership and for which he obtained many compliments. “That is after I click on. I understand how to market a model, that is my job. I will give these girls and their expertise a platform,” he thought.

However partly on account of their information and community in style, issues moved extraordinarily quick. The shops quickly discovered her. “With the information I’ve now, I might by no means have conceived a enterprise mannequin like this.” De Groot signifies that he directs a industrial model with a social mission, and that this presents his personal challenges. “You might be producing luggage with a group, and for them it’s a interest, however we now have to promote them.” He rapidly provides that, luckily, most of the crocheters are happy with his contribution to Marie Marie’s success. “Crochet is one thing that so many ladies can do and that’s actually not seen, and I wish to make it seen.”

Marie Marie works with many crocheters. “It’s fairly tough to manage. I’ve about 200 girls distributed in 15 teams of software. So I assumed: all these actions we’re doing now (funds, crochet kits requests, which must be digitally potential.” That’s the reason Groot is constructing their very own platform together with a pair. Initially, that is meant to simplify their very own work, however the entrepreneur additionally needs to open the platform to exterior marks, in order that they will join with a group Producers.

Stitching has additionally develop into extra fashionable lately, partly because of the deal with style crafts, but in addition on account of psychological well being care in society and the pandemic of the Coronavirus. “Many crocheters have rediscovered their ardour.”

Social impression and industrial model: Founder Marthe de Groot talks about Marie Marie

Though Marie Marie is continually rising, the social side of the corporate continues to be essential. “We wish our luggage to have a label of title with the title of the crocheter. On this method, it additionally reveals the faces behind their merchandise.” It’s a memory of the model of the Granny’s model, the place customers may ship a message to the ‘grandmother’ that wove their hat. “In truth, I nonetheless wish to collaborate with Dutch postal companies, so you possibly can ship a card to the one who made your bag.”

Marie Marie fastidiously considers her collaborations. “I do not wish to offend any model or retailer, however we simply haven’t got a really huge stock.” The selective method ensures, for instance, that the model has participated in an affiliation with an Australian match. “We’re a summer season product, so that you often see a distinction in gross sales between European summer season and winter. This makes the Australian market attention-grabbing, as a result of it helps us to counteract Dutch winter time.”

Marie Marie is making the begin to the size. “Now we will see the place we wish to go. What shops can we wish to be? What would be the technique?” That’s presently working the corporate. The model attracts a fairly broad target market, primarily medium cities. “Many individuals just like the idea. The bag might not be their type, however many individuals can respect it.” Due to this fact, crochet luggage are purchased usually as items.