The Bradery sold to Showroomprivé

The fast-growing player in the premium flash sales market joins Showroomprivé

M & A sell side 2022, April

E-commerce & retail

“By joining Showroomprivé Group, we will be able to benefit from the expertise of its teams and its prodigious member community to support and accelerate growth for The Bradery. This alliance is an opportunity for us to partner with a top European name in the flash sales market, endowed with a well-established structure and proven processes developed over its 15-year history. By maintaining our independence, we can continue offering The Bradery’s brand partners a protective and rewarding framework while giving them access to a greatly expanded customer base. This development will further enhance our value proposition.”

Edouard Caraco, co-founder and CEO of The Bradery, and Timothée Linyer, co-founder and COO

Showroomprivé (SRP Groupe), a European group specialised in smart shopping, announces today the acquisition of The Bradery, an extremely fast-growing player in the premium flash sales market, primarily targeting millennials.

Showroomprivé announces that it has reached an agreement to make a majority investment (51%) in The Bradery .The company has established itself as a key player in the high-end flash sales market. Founders Edouard Caraco and Timothée Linyer, along with their teams, will continue to manage the company and support the platform’s strong business momentum. With the aim of doubling sales volume in the space of three years, the transaction is expected to be accretive by 2024. The Bradery will continue to develop under its own brand name, with its current management team.

Among the newest entrants on the flash sales market, The Bradery already boasts an extensive community made up of over 200,000 regular purchasers, and has worked with more than 400 brand partners. With a clear positioning on the millennials and the premium market segments, The Bradery stands out as one of the sector’s most dynamic player. The brand also benefits from a compelling social network presence, with nearly 300,000 Instagram followers.

Focused primarily on fashion, The Bradery has broadened its offering in the Lifestyle and Travel segments to meet customers’ demanding expectations. The company is currently predominantly active in France and has launched its expansion into Spain and Belgium.

This strategic acquisition directly complements Showroomprivé’s core business, strengthening the Group’s position among a younger – and highly sought-after – customer base and accelerating its shift towards premiumisation with a product and service offering that opens up great potential for commercial synergies both with brands (partnership agreements) and members. The Group is thus consolidating its strategy of becoming the Go-to platform for smart shopping by bringing together platforms with complementary positioning: Showroomprivé.com as a generalist player, Beauté Privée for the promising beauty segment, and The Bradery for the fast-growing millennial and premium fashion segments.

On the other hand, The Bradery will benefit from Showroomprivé’s expertise and operational resources, particularly its logistics platform, for greater efficiency and profitability.