Germany was already on the list of countries Cosh! wanted to expand, but founder Niki de Schryver did not expect this to happen so quickly. Two unexpected opportunities crossed the path of the sustainable fashion platform, which is why Cosh! already expanded to Germany this summer through acquisitions, she tells FashionUnited.
cosh! has taken over the German platforms Green Fashion Tours Germany and Circular Economy Tours. There are several local players in Germany who are committed to sustainability – this is one of the reasons why De Schryver only wanted to expand into the country later this year. But then the companies were offered for takeover, and De Schryver was repeatedly tagged in the tender on social media. One thing led to another, as the saying goes, and so ends up Cosh! now also in Germany.
It is another step in the company’s international expansion. The platform is already present in Belgium, the Netherlands and Spain. cosh! starts on July 13th in Germany. “We were very well received there and it’s going faster than expected anyway. After the takeovers, the entrepreneurs who were associated with the two companies have to decide whether they want to join us. Just about every company that uses Cosh! talk, then switch fully to Cosh!”
Five year anniversary and the trip to Germany
In addition to the expansion, there is also something else to celebrate. cosh! celebrates its fifth anniversary this year. The foundation of the company has always been the same: “Incrementally leading consumers to make more sustainable clothing choices by offering alternatives that gradually teach them to act according to the R-strategy.” Such is the overview on the Cosh! platform to be found via holistic brand analyzes in which it is discussed in which areas of sustainability a brand is already involved and where it still has to do. To digitize this part of the platform, Cosh! including financial support for the City of Antwerp’s Innovative Trajectories initiative. There is also an overview of shops that offer, among other things, circular fashion, resale, repair or rental. Through the brand index, retailers can also gain insight into the sustainability of their own store portfolio.
The use of the platform is completely free for consumers. Retailers can join through membership. The membership comprises three segments: second-hand shops, (local) circular entrepreneurs and multi-brand boutiques. In the case of multi-brand stores, there is the additional advantage that one brand from the portfolio that has not yet been analyzed is scrutinized each year. Stores can also choose to offer Cosh! to be examined.
Also, Cosh! his task is to bundle information for consumers. For example, the company wants to include information from the Digital Product Passport (DPP) in the screening tool in order to make the evaluation of brands even more detailed. The fact that there are many new laws around digital product passport and extended producer responsibility that give consumers more insight into sustainability does not mean that Cosh! won’t matter anymore. “The standards set by the new legislation focus on the big brands, while leaving the small, local craft businesses aside. These manufacturers are much more sustainable in many areas, but are not taken into account. That’s why I believe that with the platform we always have a place to bring small upcycling brands or creative artisans who only make bespoke but also upcycle into consumer awareness.” says De Schryver.
This translated post previously appeared on FashionUnited.nl