Saturday December 7, 2024, in the K2 shopping mall, in Lorient, there was a queue which could reach up to 150 people. All these women were waiting to enter the new Tamashop ready-to-wear store. At the origin of this phenomenon, Julie Fromaget and her husband, Jérôme, well known to Quimper residents and Internet users. Tamashop is initially an internet sales site. “I started on my own with a collection of around ten pieces. My starting bet was €1,500,” she recalls. “We had filled the trunk of the car. It seemed huge to us at the time,” laughs Jérôme Fromaget.
In March 2021, at the end of the health crisis and while the ready-to-wear sector was showing signs of weakness, the Breton woman decided to leave her job in a daycare center to become a business manager. “I started in commerce. Then, after having my children, I became a childminder. I then worked in a nursery. I didn’t like it at all. I had put my career aside a bit. I have always been passionate about fashion. I spent a lot of time scrolling online. I have two aunts who were traders and entrepreneurs. They inspired me,” she says.
Sales quickly soared thanks to the community of “tamashopeuses” that the Lorientaise managed to bring together on social networks. On her Instagram account, more than 53,400 subscribers follow her and watch the videos and photos where the retailer presents the new collections. “The key is to be close and respond to everyone. I am me and without fuss,” smiles Julie Fromaget.
+ 53% sales on the internet
“After a few months, it had grown so much, we had clothes all over the house, Julie said to herself that it could be good to open a boutique,” continues her husband. Initially, the small shop in the lower town of Quimperlé was only open part-time. Then, Julie Fromaget moved her store to the sidewalk opposite because it was already cramped. “We changed reserves five times in three years. We are constantly forced to adapt,” explains Jérôme Fromaget. Because the Quimper shop always attracts more customers and internet sales are also growing exponentially. “This year, we are +53% online. Our model is based on volume. This allows us to maintain low prices in the stores,” explains the man who joined his wife in the adventure after leaving a director position.
Focus on social networks
With the opening of a second sales location in Lorient, the couple are now at the head of a team of seven employees. “The girls on the team participate in content creation. They know they will be on social media. But in fact, they all applied because it was an aspect of the job that they liked. They like this creative aspect,” assures Jérôme Fromaget. Even customers are invited to take photos of themselves and advertise in the store: on the mirrors with the small logo of the brand, or in the decor specially designed for: a swing and chic decoration. “We have customers who come from far away. Saint-Brieuc, Brest and even Le Mans! », adds the entrepreneur who assures that she does not want to stop there. “We are waiting for the baby from Lorient to sleep through the night and we will then move on to other projects.”
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