French fashion retailer Promod is expanding its DIY project, Promod Couture, by acquiring two sewing kit companies, Fier comme un paon and Louis Antoinette Paris. This move comes as traditional women’s fashion retailers face declining markets and are seeking to diversify their business offerings. The COVID-19 pandemic has sparked a renewed interest in sewing, with individuals making fabric masks and investing in sewing machines. Promod plans to tap into this trend and make sewing accessible to as many people as possible.

Currently, Promod Couture sells patterns and fabric lengths from its dormant stocks on its website, ranging in price from 9 to 30 euros. By acquiring Fier comme un paon and Louis Antoinette Paris, Promod will be able to offer new patterns and ready-to-sew kits more regularly. Their first product to be launched will be a banana bag in a ready-to-sew kit.

Fier comme un paon, which aimed to make sewing more accessible, had to cease its activity last year due to financial difficulties. Louis Antoinette Paris, on the other hand, has been offering patterns and fabrics since 2015 before being taken over by Fier comme un paon.

Promod is eager to promote its textile know-how and enable a community of seamstresses to create their own responsible clothing. The company already has a strong online presence, with an Instagram account dedicated to sewing that has gained 9,500 followers. It also operates a dedicated shop on Facebook. Additionally, Promod’s patterns and kits are available in 50 of its 380 stores in France.

In the company’s 2021 financial year, Promod broke even and generated a turnover of 342 million euros. With the expansion of its DIY project and the acquisition of sewing kit companies, Promod aims to further engage its customers and contribute to the evolution of the fashion industry towards more sustainable and responsible clothing.

Useful links:
1. Promod Official Website
2. Promod Instagram Account