Par
Lucille Akrich
Published on
Jan 7, 2025 at 11:50 a.m.
A new Kookaï jacket for €45, a white blouse for €8 or pants for €12.
On the three wooden racks of La Malle aux Trésors placed in the middle of the store's aisles, customers (mainly women) linger to browse.
“I could see my granddaughter in this denim jacket!” » says a granny who is still hesitant about the size.
A year ago, the Intermarché in La Roche-sur-Yon was the first supermarket in Vendée to stock racks of second-hand textiles offered by the Loire start-up La Malle aux Trésors.
Around 80 pieces for women are offered in rotation each week.
A sort of Vinted in store.
“This new offer was well received from the start,” observes Jean-Baptiste Doumayrou, the manager of the Yonnais store.
For us, it's a win-win: we don't have to pay for the inventory, the racks are refilled every week and we get paid on the clothes sold (20%).
The director of Intermarché in La Roche-sur-Yon has cut back on the declining new clothing store to make room for this new offering.
A turnkey consignment store
This consignment store, offered turnkey by the company La Malle aux Trésors, takes care of all the logistics.
A little over a year after its launch, the start-up has already won over eight stores in Vendée et around a hundred in Franceon the Atlantic front, from Châteaubriant (Loire-Atlantique) to Toulouse (Occitanie). It plans to increase this deployment tenfold in 2025.
“Every week, unsold clothes go to another store in a nearby area,” explains Bruno Dietrich, the founder of La Malle aux Trésors.
In reverse auction logic, prices fall with each rotation. 30% of the clothes go straight away and the rest is sold on average in three weeks.
The 7 to 8% of clothes that do not go through the checkout end up in donations to charities.
The Treasure Chest in Vendée
The corners of La Malle aux Trésors are present in Vendée at the Intermarché in La Roche-sur-Yon, at the Netto du Poiré-sur-Vie, at the Hyper U in Aizenay, at the Intermarché in Longeville-sur- Sea, at Netto de Luçon, at Leclerc de Luçon, at Intermarché de Benet, at Leclerc de Fontenay-le-Comte.
In January 2025, the Leclerc south of La Roche-sur-Yon should in turn welcome a corner.
Reasoned consumption
This former ready-to-wear executive knows well how brands work… And their excesses.
“I had a front row seat to see the negative impact of this sector on the environment. I wanted to invent something around reuse and second-hand goods,” confides the Nantes resident who installed his company’s logistics platform in Vertou, in Loire-Atlantique.
Eleven employees keep the small business with big ambitions running.
With this concept, we respond to the social issue of purchasing power and we offer reasoned consumption.
After starting with new marked-down clothes, the Treasure Chest has taken the turn of second handby conviction. Today, 80% of clothes hanging on racks are second-hand clothesfrom collector-sorters such as “Second Life”, from which La Malle aux Trésors buys “the cream”, i.e. the 3% of the most quality textiles.
The ambition of the Treasure Chest is to enter more than 1,000 stores by the end of 2025.
From next January, we will also find the second-hand corner at the Leclerc south of La Roche-sur-Yon.
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