Lingerie Giants Team Up to Revolutionize Second-Hand Bra Sales in France
A surprising partnership between established lingerie brand RougeGorge and the innovative start-up AbracadaBra Lingerie is poised to significantly boost the second-hand lingerie market in France. This collaboration, initiated in 2022 after RougeGorge discovered AbracadaBra on social media, demonstrates a forward-thinking approach to sustainability and consumer demand.
The impetus behind AbracadaBra, founded in 2022 and now based in Cysoing, northern France, stems from the founders Marie Thieffry and Margot Plus’s observation that much lingerie remains unworn, hidden away in wardrobes. Recognizing the environmental impact of clothing production, particularly in light of the climate emergency, they sought a solution to extend the life cycle of these garments. The company, initially incubated at EDHEC in Roubaix, specializes in the collection, professional ozone cleaning, repair, and resale of lingerie – including bras, knickers, pyjamas, and swimwear – at discounts of up to 80%.
RougeGorge’s involvement focuses specifically on bra collection, acknowledging a consumer hesitancy towards purchasing second-hand underwear, as noted by Coralie Debruyne, Brand and Communications Director. The brand leverages its extensive network of 260 stores across France, with 29 designated as collection points, to facilitate donations. Since March 2024, this initiative has resulted in the collection of 45,000 bras from all brands, excluding those associated with ultra-fast fashion, which are then sent to AbracadaBra for processing.
AbracadaBra’s capabilities have been further strengthened by a €38,000 grant awarded by Refashion eco-organisation in October 2023 for its reconditioning efforts, allowing the company to maintain an inventory of up to 10,000 items. These items are currently sold through AbracadaBra’s e-commerce platform and, starting in early 2025, will be available in dedicated second-hand corners within fourteen RougeGorge stores. The implementation of these in-store sections presents a challenge for RougeGorge, requiring them to address consumer concerns regarding hygiene and product appeal.
This partnership provides AbracadaBra with a significantly expanded retail presence beyond its online store, utilizing RougeGorge’s established network. Simultaneously, RougeGorge benefits from the collaboration by achieving a two-star rating under the Positive Company label (the French equivalent of B Corp certification) and reinforcing its Corporate Social Responsibility (CSR) strategy. Furthermore, the brand is extending its product guarantees – currently a three-year warranty against abnormal wear on its “Douce” range and iconic styles, expanding to the “Perfect” range from March 2026 – demonstrating a commitment to product durability.
