the feminist bookstore L’Affranchie saved from bankruptcy thanks to the mobilization of its customers

In just five days, L’Affranchie got its head above water thanks to the purchases of its readers: the hole of 15,000 euros in its coffers was filled.

Soazic Courbet can’t believe it. “We reimbursed the hole of 15,000 euros”, she marvels. The founder of L’Affranchie, a very popular independent feminist bookstore in Lille, has experienced a real emotional lift in recent days.

This Friday, September 20, she published on social networks a call for help addressed to her community – nearly 15,000 subscribers on Instagram. The bookseller was in dire straits: “We need 15,000 euros”, she wrote.

Five days later, customers showed up to help the store. Finally, suppliers, rent and salaries will be able to be paid. While Soazic feared having to close shop, there is no longer any question of going out of business.

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“We had a lot of support! It’s galvanizing! The bookstore is starting to get pretty empty”, smiles Soazic behind his glasses. Certain titles are indeed missing from the shelves – but fans of feminist books can rest assured: the selection of L’Affranchie remains well stocked.

We had a lot of support! It’s galvanizing! The bookstore is starting to get pretty empty.

Soazic Courbet

manager of L’Affranchie

The manager barely has time to answer a few questions, she has so much work to do. This morning of Thursday, September 26, customers parade through the store. In just an hour, a dozen women pass through its doors and come out with their arms full of books.

Elise, 37, leaves with five pounds – and relieved of around 70 euros: “I live in Bailleul now, I came here when I lived in Lille. As I passed by, I told myself that it was an opportunity to stop by, to support the bookstore”.

She expresses her relief to Soazic: “It’s good that things are bubbling around you!” For this woman, the survival of L’Affranchie is very good news. “There are few feminist bookstores… Besides, it’s the only one I know,” she says. “It is important to give visibility to women’s causes.“In this bookstore, in fact, room is made for women and queer people:”We only have 1% of publications from straight-cisgender men”, specifies Soazic.

There are few feminist bookstores… In fact, it’s the only one I know of.

Elise, 37 years old

customer of L’Affranchie

Aude also came to give a little help. “I come often and I love all the books that are there”, says the 32-year-old psychologist. She is looking for a book on mother-daughter transmission for one of her best friends who has just given birth. For her, the feminist commitment of the bookstore and its editorial choices are “very honorable”.

In addition to in-store purchases, Soazic prepares the 300 orders received on the Internet. “It’s crazy!” On Instagram, his message of distress has been shared nearly 1,300 times. “It goes beyond our visible community”says the boss. “People arrive at the bookstore and get the information through completely improbable means.”

For her, all this mobilization is due to the profile of the bookstore: “independent, struggling and committed”. The direct solution proposed in Soazic’s Instagram post – “if each of you buys a book, we are saved” – also allowed the protectors of L’Affranchie to act concretely and quickly.

Buying a book may seem like a drop in the ocean of the system, but in fact these purchases are really big supports.

Soazic Courbet

manager of L’Affranchie

“We have an audience that comes to spend money on these causes. [féministes, LGBTQ+, NDLR]. Buying a book may seem like a drop in the ocean of the system, but in fact these purchases are really big supports.”, she explains. “The best activism is knowing that our money has the power to support our causes and our commitments!”

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After twelve years of existence and with the numerous meetings organized within the bookstore, its podcast which has existed for four years, its presence on social networks and above all its commitment, L’Affranchie is popular in feminist circles. “We are known so we could imagine that we are very durable, but we remain a small structure”, specifies the founder.

In 2023, L’Affranchie’s turnover was 300,000 euros. “It’s not much for an independent bookstore”, underlines Soazic. According to the French Bookstore Union, the national average is around 450,000 euros.

However, if the boat is refloated, it remains to stay the course. “We left the emergency room. Now we want to move on from survival and we want to move on in life”, asserts Soazic. She admits, her business has profitability problems. “On a book sold for 10 euros, we actually earn 3 euros. So to survive, you have to sell a lot of them.”It also receives little institutional aid, other than that from the Hauts-de-France Region.

On a book sold for 10 euros, we actually earn 3 euros. So to survive, you have to sell a lot of them.

Soazic Courbet

manager of L’Affranchie

Thanks to the sales of recent days, L’Affranchie “just starting to have some cash saved.” Objective: never again go into overdraft. To help the business, financial management experts have approached Soazic. “This should help us to perpetuate the structure”, she explains. The bookseller is optimistic: “I believe in it deeply”.