The Bradery Regains Full Control, Poised for Continued Growth

The Bradery has regained its independence after three years as part of the Showroomprivé group. Founders Edouard Caraco and Timothée Linyer have reacquired the private-sales platform for premium brands and experiences for €19 million, with additional performance-based earn-outs. This move places fresh emphasis on The Bradery’s performance and future development.

In an interview with FashionNetwork.com, Edouard Caraco detailed the reasoning behind the buyback. He emphasized the founders’ continued belief in the market’s potential and their desire to take a long-term view of the company’s growth. Caraco noted that ceding the majority stake previously felt premature, and that a focus on continuity is crucial in the current economic climate, benefiting both partner brands and customers.

Caraco explained that the decision to initially relinquish the majority stake came after the company’s launch during the surge in online consumption following the Covid-19 pandemic. They were uncertain whether their initial success was sustainable or a temporary effect of the boom. However, the company has since demonstrated strong, continued growth, solidifying the founders’ confidence in its long-term viability.

The share buyback was financed through debt, with support from the company’s banks. Caraco confirmed they were determined to regain 100% ownership, rejecting the alternative of selling the entire company. A vendor loan of €3 million from Showroomprivé is part of the agreement, which Caraco acknowledges will require maintaining strong profitability.

Despite the financial commitments, Caraco is confident in The Bradery’s ability to meet its obligations. The company reported a net profit of over €4 million on a turnover of €62 million in 2024 and experienced strong double-digit growth in 2025, figures Showroomprivé, as a publicly listed company, doesn’t allow Caraco to disclose in detail. He believes consistent profitability will ensure debt repayment within ten years.

The transition back to full independence has been remarkably smooth. The Bradery has maintained its team, model, premises, and processes, with Caraco and Linyer remaining actively involved – Caraco overseeing sales and Linyer managing marketing. This continuity was a key factor in Showroomprivé’s decision to sell, as a significant overhaul would have been required otherwise. The company utilizes Shopify as its CMS and avoided integration with Showroomprivé’s internal systems, simplifying the separation. Logistics were the primary area where they benefited from Showroomprivé’s scale.

Since 2022, The Bradery has expanded its offerings beyond premium ready-to-wear to include verticals like travel, gyms, and concerts, mirroring Showroomprivé’s diversification. However, Caraco stresses that The Bradery has grown independently, focusing on appealing to a specific demographic: young women aged 25-35 seeking premium experiences. While Showroomprivé instilled a sense of long-term planning, The Bradery remains more niche and selective.

Key growth drivers include international expansion, currently limited to 5% of sales concentrated in the Benelux countries and Spain. The company plans a phased approach, tailoring offerings to local markets rather than simply translating the existing site. Caraco emphasizes the importance of assembling the right team to achieve success in new territories.

While fashion remains the largest segment of The Bradery’s business, beauty and home are experiencing the fastest growth. The company has maintained fashion’s appeal by shifting to an “app-first” strategy, investing heavily in its mobile application to foster daily engagement and repeat purchases. Currently, 70% of sales are generated through the app.

The app’s success is attributed to a focus on user experience, personalization, and a streamlined purchasing process, designed to be as convenient as ordering a ride-sharing service. Alongside app development, The Bradery has also improved its customer service and logistics operations.

Despite challenging consumer spending and digital performance trends, The Bradery continues to achieve profitable growth. Caraco attributes this to a prudent approach to partnerships, a modest scale, and agility in responding to market opportunities. He admires the scale achieved by Veepee and Showroomprivé and views maintaining their activity levels as a significant success.

The Bradery is also exploring physical retail through pop-up shops, collaborating with brands like Maison Kitsuné, Levi’s, and Drôle de Monsieur. Caraco believes physical and digital channels complement each other, and that customers seeking premium offers increasingly expect a physical presence. This approach allows for controlled investment and variable cost management.

Looking ahead, The Bradery is prioritizing luxury as a key growth area. They have launched “Première,” a platform enabling luxury brands to run discreet, white-label operations, selling excess stock to targeted customers through personalized invitations and branded websites.

The initial response to Première has been highly positive, with strong conversion rates and attractive average order values. Caraco is ambitious about its potential, despite its selective nature. The platform allows brands to maintain control over their brand image and customer experience.

Over the next five years, The Bradery aims to continue accelerating growth with double-digit increases annually. Caraco and Linyer are dedicating their time to developing the business, confident they are only at the beginning of their journey.