It started with an idea that got out of control. “If I had known what I know today three years ago, I would have done things differently,” says Marthe de Groot, founder of the accessory brand Marie Marie. Marketing was hardly necessary for their crocheted bags, because de Bijenkorf and Bonmarché knocked on the door within a very short time. “We will start selling in Hong Kong soon. If I say it that way, I ask myself: Why do I sometimes think that things don’t go well?”
Much more is planned for Marie Marie and therefore it is high time to talk about it. For example, the result of a collaboration with Fabienne Chapot recently appeared; A special edition is available from Sissy-Boy, and de Groot is also working on building its own B2B platform for creative people. When fashionunited de Groot called, the entrepreneur was busy sewing labels in a delivery. “The life of a founder,” she laughs.
De Groot has a background in the fashion industry. She studied at Amsterdam Fashion Institute (AMFI) and then worked for various brands as a marketing and social media manager. “With the idea I got into the fashion industry, doing something good with fashion and returning something to society. But when I started working, I thought: What do I really contribute to?”
She took a bag to the office that made her grandmother in a crochet club and received many compliments for her. “Then it dawned to me. I know how to market a brand is my job. I will give this women and her talent a platform,” she thought.
But also because of their knowledge and network in the fashion industry, things went quickly. They soon discovered department stores. “With my knowledge today, I would never have come to such a business model.” De Groot points out that she is a commercial brand with a social mission and that this brings his own challenges. “I produce bags with a community for which it is a hobby, but we have to sell it too.” She quickly adds that fortunately many of the Häkler women are proud of their contribution to Marie Marie’s success. “Crochet is something that so many women can do, which is often not seen in this way, and I want to make it visible.”
Marie Marie works with many Häkler women. “It is quite difficult to keep an overview. I have about 200 women, spread over 15 app groups. Then I thought: All of these actions that we are now making-payments, inquiries for crochet packages-that should also be digitally possible.” That is why De Groot builds its own platform together with a partner. This should initially make your own work easier, but the entrepreneur also wants to open the platform for external brands so that they can get in touch with a local community of creative people.
“There are also many people who have a hobby but not interested in selling their articles. If you want to embroider, you can register on the platform. Then you can see, for example, that Uniqlo is looking for someone to embroider and can register.”
The handicap has also gained popularity in recent years, which is partly due to the focus on craftsmanship in fashion, but also to the attention of mental health in society and corona pandemic. “Many Häkler: inside has found their passion.”
Social effect and commercial brand: founder Marthe de Groot talks about Marie Marie
Although Marie Marie continues to grow, the social aspect of the company remains important. “We want our bags to have a label with the name of the Häkler or the Häkler. So we also show the faces behind the products.” It is reminiscent of the brand Granny’s Finest, where consumers: inside the “grandma” who knitted her hat was able to send a message. “I would actually like to work with the Dutch Post, so that you can send a card to the Häklerin.”
However, there are many other things that De Groot is currently busy, such as working with Fabienne Chapot. De Groot and Chapot met at the Veuve Clicquot Awards. “Marie Marie is often compared to Fabienne Chapot.” De Groot explains that this was due to the initial phase of both companies that were passed on by passion and that larger proportions would have quickly been assumed. The collaboration includes a classic Marie Marie-Shopper in Fabienne Chapot colors, a previously published model in the bag style and crocheted pocket trailer (strawberry, orange and cheese).
Whoever works with Marie Marie is carefully considered. “I don’t want to go on a brand or business, but we just don’t have a very big stock.” The selective approach, for example, means that the brand has received a partnership with a partner from Australia. “We are a more summer product, so you usually see a difference in sales between the European summer and the European winter. This makes the Australian market a market that I would rather visit because it helps us to survive winter.”
Marie Marie took the step from the start-up to scale-up. “We can now think about where we want. In which shops do we want to be represented? What does the strategy look like?” The company is currently working on this. The brand addresses a very broad target group, mainly from medium -sized cities. “Many people like the concept. The bag may not be their style, but many people appreciate their value.” The crocheted bags are therefore regularly bought as a gift for others.
This article originally appeared on fashionunited.nl. It was translated using digital tools and then carefully edited.