Réuni is a French brand with the ambition to create a timeless, high-end women's wardrobe focused on reasoned consumption. Consumers can pre-order and co-create the pieces they want to buy. Its owner and founder Adrien Garcia explained what it is all about.
Why does Réuni consider itself a sustainable brand?
We say it, but we don't make a big deal out of it. We believe that being sustainable should be the license to drive when you create a brand nowadays. It is just the basis and by no means a differentiating element. Everybody should do it; it's the duty of our generation.
Having said that, our co-creation model allows us to make products that are truly desired and our pre-order model ensures that we only produce what is strictly necessary–no overproduction, no waste.
Every part of our items is designed to last according to timeless design, robust workmanship and finishes, and tested to resist.
We manufacture in areas as close as possible to us and always in the European Union to limit our carbon footprint. We chose to reduce packaging opting for recyclable or biodegradable materials instead of disposable plastic ones. Last but not least, we have embarked on the process of becoming a B-Corp company.
You say that consumers can co-create the brand with the design team. How does it happen?
Before starting any project, we ask our community what piece of cloth or accessory we should focus on. Once we collect their answer we create questionnaires for each piece. We basically ask what they expect from this piece, what are their problems with this particular piece, and what color, material and price they would like. We then analyze the answers and start to work on it. We show the prototype to a smaller range of people in the community to make sure we are on the right direction. Once ready, we launch the piece for pre-order on our website.
What pieces does Réuni offer and what inspiration characterizes the brand?
We are offering iconic timeless pieces. We make them versatile, easy to wear all day and all year long. Our inspiration is from men’s and a workwear wardrobe, added with some feminine touch like a particular structure, a twist or a detail.
How often do you launch new pieces?
We launch one or two pieces a month. We do not follow trends but the air of time. You can see them on our website and social media platforms. Each new piece is presented in a long article on our website explaining each process and choice behind each of them together with many videos on our platforms, too.
We are able to estimate roughly what we can sell. We then produce the fabric before the launch in order to reduce the waiting time. This is not creating overproduction because we are using the same fabric every year.
Are you planning to eventually run one or more physical stores for your brand?
We might create some pop-up stores at some point, but we are not planning any at the moment.
What are the brand’s retail prices?
We are applying between 2.5 and 3 mark-ups to our manufacturing price, that is €395 for a coat, €150 for a big winter sweater, €110 for a jean and €40 for a T-shirt on pre-order.
Mostly France and in other countries worldwide.
You said it is 100% Made in Europe. Can you explain more?
Our fabrics are woven in Europe, and we work with Emanuel Lang and Velcorex in France, Candiani in Italy and for manufacturing our jeans with LBM in Greece, all manufacturers based in the EU.
Why should a consumer buy your brand?
Because our brand offers the best quality/price/ethic/fashion ratio you can find on the market. Our customers buy Réuni because its design and quality are great, and because it offers the same quality of, for instance, our grandparents’ clothes as they resist through time. They also appreciate we listen to them. In fact the relationship with our client is the most important part for us, and we are always 100% transparent.