After Montpellier, Atelier Tuffery is preparing to open a pop-up store in Clermont-Ferrand

La maison Tuffery à la conquête des grandes villes françaises en 2024. MIDI LIBRE – M. P.

Myriam and Julien Tuffery have just closed the pop-up boutique in Montpellier. The Lozerian jeans manufacturing company is now targeting Clermont-Ferrand, with the opening of a pop-up store at the end of February 2024. Others will follow later, notably in Paris. 

Julien Tuffery has a smile on his lips. And he can be lucky, the Lozerian business leader, given the success of the ephemeral boutique in Montpellier, installed on the Place de la Comédie in June 2023 and which has just closed its doors. doors. Barely time to return to Floracois lands when the local company is already ready to take the wind again, this time for Clermont-Ferrand, end of February 2024. 

A permanent store will open in Montpellier

"In Montpellier, we went a little backwards. We were in the middle of work here, in Florac (the new workshop was inaugurated in September 2023, Editor's note), but the proposal from the City of Montpellier did not couldn't refuse, comments Julien Tuffery. And sincerely, the observation is simple, we must not leave it." In other words, the success was there, the Lozérien jeans capsized the hearts of Clapas: "We achieved a turnover well beyond our projections. The upcycling workshops and conferences were a success", he rejoices. "All this only holds because the hands that make are the hands that sell", says the business manager. We we have chosen to manufacture our products and promote them ourselves, to maintain our sincerity of speech and our margins."  Concretely, the Tuffery universe will soon and definitively establish itself in the Languedoc capital. 

From Clermont-Ferrand to Paris

In the meantime, destination Clermont Ferrand at the end of February, for the opening of a pop-up store: "We refuse the resale of our clothes by others, so we go to people. We know we have a lot of dormant potential customers." And events towards other destinations flash through Julien Tuffery's mind: Arles, Aix-en-Provence, Paris, Bordeaux.

The Clermont session will last five days, from February 20 to 24, 2024, in the heart of the city, avenue de la République. "We work with our economic development branch to reach out to the inhabitants of Puy-de-Dôme and surrounding departments with our newsletters, enthuses the manager. These are heavy events to organize but it's our vision of commerce. Meeting, sharing, conviviality and direct rapport."

The online second-hand store

A year ago, Tuffery opened its online store for second-hand brand clothing: "It works incredibly well. We sell perfect, imperfect jeans, new jeans with small, almost invisible defects. We can benefit people with less purchasing power but also young people “, explains Julien Tuffery. But customers loyal to the brand can also put their clothing back on sale because their body shape has changed or they have become bored. "This allows them to avoid not buy new to avoid overconsumption, to promote quality products that last over time." Depending on the defects of the clothing leaving the factory, discounts can range from -20% to more than half the price compared to in-store labels. For second hand, everything is done online directly between sellers and buyers. To find out more: ateliertuffery.com

The stated objective is not to maintain a store in each city –"we do not have the' nbsp;jeans for sale even if our new production unit can produce better"-, but rather to capture customers who are reluctant to buy clothing online: "Many tell us that they will come to the Florac sales area but ultimately they don't come."&nbsp ;

And the question that currently haunts the Tuffery house is Paris, "economically, it's a big problem not to be present in the capital". But with an ambition "reasoned, reasonable to keep your feet on the ground" argues the business manager. So that the great adventure continues for the 36 employees of the house. And double the number of hands to make Lozerian jeans, again and again.

I subscribe to read more