Entrepreneur Fashion: Monpetitbikini evolves with the seasons

Fashion: Monpetitbikini evolves with the seasons




When, in 2010, Audrey Lieutaud has the idea of ​​creating an online sales site entirely dedicated to swimsuits, it is to offer choice to all those who find themselves helpless in the middle of winter. ” Last-minute travel sites offered sunny destinations in December, but you couldn’t find a swimsuit this time of year », Says the entrepreneur. It is therefore by using the Internet to counter the seasonality of this summer flagship that My little bikini was born.

Launch your own brand

A pioneer in this niche, Audrey Lieutaud has developed her online store by recruiting up to fifty brands and more than 3,000 swimsuit models. ” The idea was to offer the widest possible choice and to address all body types. She continues. But, in five years, competing sites have emerged. The brands themselves have started selling their products online.



Audrey Lieutaud created Monpetitbikini in 2010 to make the swimsuit accessible in the middle of winter.
– Monpetitbikini

In 2015, Audrey Lieutaud launched her own brand of swimwear. “I knew the strengths and weaknesses of the sector and identified the gaps that could exist on the market, both in terms of models and prices », Explains the designer, who relied on her graphic designer to draw the first models. ” I detailed the style of shape I wanted, the colors and she produced the technical sheets. »Marketed on the Monpetitbikini.com site, the eponymous brand rose to the top of sales in a few weeks and convinced Audrey Lieutaud to continue in this direction, and to gradually reduce the wing on the side of competing brands. ” Of
distributor to manufacturer is not the same job at all. We had to adapt, particularly on the issue of cash management – our working capital is now higher – to continue the activity. In 2021, we will be ready to completely stop the multi-brand to distribute only our products », She welcomes.

Diversify

Another priority for Monpetitbikini is to limit the effects of seasonality on its business. Swimsuits represent the bulk of the company’s 2 million euros turnover. The business manager doubles her workforce as the sunny days approach, going from seven to fifteen people. To maintain activity throughout the year, Audrey Lieutaud has launched winter ranges, especially pajamas. ” Our goal is to continue to develop the homewear offer, with new models, large sizes and a children’s offer, and perhaps even a ‘ski’ offer ”, reveals Audrey Lieutaud.



– Monpetitbikini

Open physical stores

With collections intended for both winter and summer, Monpetitbikini hopes to open physical stores all year round in the Provence-Alpes-Côte d’Azur region and in large cities. The brand has already exhibited, since 2019, in pop-ups and ephemeral stores, in Paca but also in Paris or Bordeaux. In 2020, it should have moved to Paris and Lyon but, due to the health crisis, only the points of sale in the south of France, close to the brand’s head office in Mouans-Sartoux, have opened. The re-containment forced the entrepreneur to close her own store and focus on the website. To expand its ranges and open new stores when the epidemic permits, Monpetitbikini launched the first fundraising campaign in its history, with the crowdfunding platform Sowefund to raise 1 million euros.

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