Behind the scenes of our store in Nantes

For this, we will let the people who worked, directly or indirectly, on the development and operation of this unique store speak. We will talk about work , design, teams, business... in short , a range of subjects essential to the different stages of the sustainable construction of a store.

To begin, Laurent, our store manager, takes you to the heart of the battlefield. He is the one who led all the work carried out on site, thinking about the future design, local references and team coordination, he tells you about it.

THE ADVENTURES OF THE SHOP SEEN FROM THE INSIDE

The story of the new BonneGueule boutique in Nantes is yet another eventful adventure. Some would say perilous… But what a result!

We thought that with the construction site of the Lille store, we had seen everything, known everything. But that was without counting on the mischief of the elements and the hidden secrets of the architecture of a building.

The project dates back to 2020 when Geoffrey, after several visits to the city, came across this incredible premises, located in a unique building on rue Crébillon, a corner, pointed building, which is reminiscent of the famous "Flatiron Building" in New York.

1. THE BEGINNING OF THE GALLEYS

Among the mishaps we faced, it was the rainwater infiltration from the street at the top of the building that worried us the most... and this until three days before the store opened.

The final repairs were carried out at the last minute by the co-ownership after several months of follow-up!

On the construction side, things haven't been smooth sailing either. After the interior of the store was completely stripped, the company that was supposed to carry out the fitting out did not want to honour the rest of the project and therefore withdrew in June. And yes, it can be done! Bottom line, goodbye to the opening scheduled for the end of July...

2. NEW START FOR NEW ADVENTURES

No matter, we rolled up our sleeves and looked for a new partner, but with the need to overhaul the entire architectural concept of the store. We found a new partner: the Label Experience firm, which had already contributed to the creation of the stores in Paris , Lyon and Bordeaux .

After two months of completely redesigning the concept, we finally arrived at an exclusive designer store with the guiding principle of reflecting the territorial footprint of the city, as we had chosen to do in Lille and as we will do from now on in all our new stores.

3. OUR 100% LOCAL INSPIRATIONS

The opening of each BonneGueule boutique has therefore been an opportunity since this year to invite visitors on a unique architectural stroll inspired by strong aesthetic and artistic codes , symbols of the city where the brand is located.

In Nantes, the BonneGueule boutique pays homage to the influences of the Loire and the Ocean through an immediate connection to the natural aquatic elements. This boutique is an invitation to contemplate, a breath of fresh air in the city that highlights the imperfect beauty of these Nantes landscapes and resources.

The interior architecture of the boutique plays on the alternation and balance between the river and the ocean on the one hand, the movement, the supple shapes of the rolling of the wave and the lapping, the softness of the polished concrete and the strength of the current.

And on the other hand, the accumulation, very constructed, of the layers of sediment, the roughness of the wood. Singularity of the BonneGueule brand, but now classic in all its stores: placing advice, sincerity and conviviality at the center of its concerns, whether via its media, the community or its in-store advisors.

Finally, the big new feature of this Nantes store will be to offer for the first time completely new content to its visitors, directly inspired by our media:

• A wall of “little secrets”, to read on site or to take away, answering the main questions asked by customers who enter the stores, about textiles, fashion or clothing.
• A table of materials and artisans allowing you to discover the nuggets that the brand unearths around the world.
• A list of good addresses in the area, including fashion boutiques, restaurants and cafes, lifestyle shops, etc.
• A diary sharing all the brand's news, whether in store or on our website.
• A screen that can broadcast the numerous reports, portraits or videos that the brand produces throughout the year.

You now understand the whole process that allowed us to bring real added value to this store. Even if the battle was difficult, the team did not give up.

Now dive inside the store, with its manager Bathsheva, who obviously played a major role. You will see that the adventure was full of emotions.

DISCOVERING YOUR FUTURE BEST FRIEND: "AT BONNEGUEULE, WE DON'T HAVE THIS PRESSURE."

HOW DID YOU COME TO BONNEGUEULE?

For six years at Balibaris I wanted to change jobs. One day, Jade contacted me to talk about BonneGueule. I admit I didn't know the brand at first. I started doing some research and I was immediately won over.

Looking on the internet, I had a crush . The atmosphere that the comments gave off made me think that customers appreciate BonneGueule for its whole, not only for the clothes, but also for us, I didn't even hesitate, I said yes right away.

I was made to understand that we were not just there to sell, and that's what I like about this job, the human contact. I left my job in July.

HOW WERE YOU WELCOME AT BONNEGUEULE?

I thought I would start in August, unfortunately with the delay of the work, the opening was postponed. So I was welcomed during a team building in Brittany in July, it was extraordinary.

It may be a cliché what I'm going to say but for me it's like a big family, everyone likes each other. I said to myself, my place is at BonneGueule, it's a totally different company.

TELL US ABOUT OPENING DAY…

The inauguration was a success, there were a lot of people. We met a few customers, many shopkeepers. I was very moved, I am someone very empathetic and sensitive. I even shed a little tear at the end of the inauguration, I found myself with Benoît and Laurent, and I told them: "Thank you for everything"

We feel so much love at BonneGueule. That's what I really appreciate, this communion, everyone is pushing in the same direction."

SINCE YOU ARRIVED AT BONNEGUEULE, HAS YOUR PERCEPTION OF THE CUSTOMER AND SALES CHANGED?

I have always been liberated and commercial. In my old job, I was told "you have to push the customer to buy". There was stress generated by the figure with this question that came back "but why didn't the customer buy?"

It's not in my philosophy, the customer comes to discover the pieces, to exchange. He's not necessarily there to buy right away, I know he'll come back. At BonneGueule, we don't have this pressure.

We know that there is a figure to be achieved, we are not fooled, but I breathe, I am given space.

It changes my life, in the morning I get up, I have a smile on my face. I know that I will meet my teams, see our customers... I can't wait to find out how the day will go. Personally I have no stress when I work, I can talk with a customer for half an hour, there is no problem.

WHAT DO YOU THINK IS A BONNEGUEULE CUSTOMER?

Customers are much more open, they are very grateful for our work. For example, a customer brought us a gift, a bottle of champagne. I had never had that, I was very touched.

I asked why he wanted to reward us? He replied that it was just to thank us.

Afterwards, we don't necessarily please everyone. When we are overwhelmed on Saturdays, we can't take care of everyone at once. When someone sends us a disparaging comment, I call the person to try to understand the reason for their dissatisfaction. BonneGueule customers are relaxed, they take the time to chat with us.

HOW DID THE PEOPLE OF NANTES RECEIVE THIS NEW SHOP?

Many people from Nantes don't know the brand. It's harder for them to understand the approach, they're still in the discovery phase. So we need to reassure them, especially about the origin, the quality of the products, etc.

AND HOW DO YOU SEE THE FUTURE?

Being the best shop, I'm joking. As long as my customers feel good, I'm happy. I want people to talk about the BonneGueule Nantes shop, to say that the team is great, that you get good advice there. One of the most important things for me is to have a team that lasts. I don't really have a goal, but I want the shop to be part of the continuity of BonneGueule's history. I want things to stay simple by instilling a good mood, for customers to be happy.

The version on the ground is according to Bathsheva "only fun", what about at the strategic level? Geoffrey, co-founder of BonneGueule tells us his vision.

EVERYTHING YOU NEED TO KNOW ON THE BUSINESS SIDE: "DEEPLY, WE'RE STILL THE SAME, BLOGGERS WHO SHARE OUR LOVE OF BEAUTIFUL CLOTHES."

WHY CONTINUE OPENING NEW STORES?

We have already opened several establishments in different cities, such as Lyon, Paris, Bordeaux and Lille. This allowed us to learn the business and better understand the next openings from a strictly economic point of view. Since then, we have drawn conclusions and realized that this was an additional opportunity for us.

In reality, having physical stores allows us to maintain additional proximity with our community, in particular thanks to passionate sales advisors.

Deep down, we remain the same, bloggers who share their love of beautiful clothes. We love to chat with shopkeepers, share our good addresses, and perpetuate our private meetings. Human relationships, whether online or in person, are what matter most to us.

Ultimately, a store is a profitable distribution channel. Conversely, with e-commerce, you have to pay for packaging, shipping costs, return costs, dry cleaning costs, these are charges that do not exist in physical stores.

Of course we have other expenses such as rent and salaries but it remains a lever which allows us to improve our economic performance, it is a factor of sustainability.

WHY OPEN A STORE SPECIFICALLY IN NANTES?

On the one hand, we observed purchasing behaviors in Nantes, and we noticed that they were similar to those studied in Lyon and Bordeaux. These are similar populations in terms of age, income, and taste in clothing. So we said to ourselves, our stores work in these two cities, why not Nantes. It's a way to limit the risk.

In addition, we have seen that there are many BonneGueule customers and readers in Nantes. Systematically, during our lives or Instagram posts talking about our stores, many readers asked us to open an establishment in Nantes.

You also have to be lucky to get such an opportunity. We are looking for premium locations, and it is not always easy to find them.

There was an alignment of the planets this time. This incredible place, perhaps the coolest in the city, was for sale. We managed to negotiate it at a price that fit our budget, thanks in part to the health crisis.

BETWEEN STORES AND THE WEB, WHAT IS THE FUTURE OF BONNEGEULE?

Our goal is to remain a digital-first brand. We want to remain a leader in web experience, media...

Obviously, we want to continue to open physical locations, where people are waiting for us, where it makes sense. But we are not on a strategy of perpetual expansion.

As for the figures, we want above all to develop BonneGueule in a sustainable way. That is to say, to reach a multitude of people through CSR clothing .

Afterwards, it is not us who decide, whether people buy mainly in physical stores or on the web, it does not matter, we just support people's purchasing behavior, everything we do we do thoroughly.

When we open new stores, we want to keep this digital DNA. Which means that even within our establishments, there must be digital elements. The majority of in-store traffic is via people who come from the web. After e-commerce or boutique what ever.

CAN YOU TELL US THE COSTS INCURRED BY A SHOP LIKE THIS?

The establishment like the one in Nantes has a cost, obviously, but everything has been calculated. It is an investment of several hundred thousand euros, but in reality it does not represent a significant risk for us.

Indeed, you have to repay your commercial lease, but you can easily resell it at the same price if tomorrow you have to close your shop. Ultimately it is an asset rather than a cost.

The work certainly remains an investment but allows you to beautify the store which is a major asset in case of resale. In the end there is not really any risk, when you have a premium location, you always find yourself there, even if the market is difficult. Strategically, it is rather the establishments located on the outskirts that will be in difficulty during a period of crisis.

Then, in terms of financing, this investment has no direct impact on our daily cash flow. The work and lease rights are financed by our loan from the bank. We quickly find ourselves in balance thanks in particular to our community that follows us closely. We must repay the loan in six years. Once amortized, these are even more interesting locations than e-commerce.