A Breton lifestyle brand. Discovered, developed, acquired.
Discovered on a creator market in 2016.
In 2016, I met Morgane at a creator market in Rennes. She had built a brand around a simple identity-driven product: t-shirts and sweatshirts printed with Breton, Bretonne, Rennais or Rennaise, sold to a population deeply attached to its regional origin. The product-market fit was already there by the time we met. Breton people take pride in their region, and wearing that pride on a piece of clothing found its audience naturally. I referenced Rennaise Born & Breizh on Condate Online that same year. For four years, the brand sold through the platform and grew consistently without any paid advertising.
From €3-4K a month to €10K at peak.
Referencing Born & Breizh on Condate Online gave the brand a proper distribution channel for the first time. Sales grew consistently from there. Revenue averaged €3-4K per month and peaked at €10K during Black Friday and the Christmas season. The brand generated around €45K in annual revenue at its peak, entirely through e-commerce on Condate Online and local retail.
Instagram was the primary traffic source to the site. The account reached 11,500 followers through organic content only, with zero paid advertising. The customers were the models. Followers sent their own photos wearing the brand, the best ones were reposted, and those people became part of the brand's visual identity. The community was built around a shared attachment to Brittany, its culture and its identity. Authentic, local, close to the people who wore it. That kind of content cannot be bought.
Lifestyle fashion rooted in Breton identity, real locations, real girls, real community.
A partnership that grew naturally.
The relationship with Morgane evolved over four years. What started as a distribution agreement on Condate Online became something much closer. We took over content production, then garment production, designing and producing full collections for the brand from factory to customer. Sourcing, technical specifications, production runs, delivery. The same supply chain we ran for our own labels, applied to hers. By the time Morgane decided to step back from day-to-day operations, we were already running most of the brand. The acquisition in 2020 was the formal recognition of a partnership that had been building since 2016. Born & Breizh remains in the portfolio, with a relaunch planned once the resources are in place.
€10K
Monthly revenue at peak during the pre-acquisition period, driven by e-commerce and local retail.
11.5K
Instagram followers grown organically before the 2020 acquisition, through local lifestyle content.
€45K
Average annual revenue across the full distribution period on Condate Online.
Organic
Zero paid advertising, community-led growth through authentic content.
The product-market fit was there from day one.
Born & Breizh succeeded where Cherry Hill struggled: the product spoke to an audience that was already waiting for it. Selling a regional identity marker to a population proud of its origin creates instant buy-in, with no persuasion needed. The content strategy that followed, reposting customer photos wearing the brand, didn't create that community. It amplified a phenomenon the product itself had already set in motion.
Spotting a product-market fit this clear, then supporting its growth over several years into a natural acquisition, is a skill directly transferable to a brand or e-commerce leadership role.
That is what I am bringing into a senior role: the ability to recognise a real product-market fit and build around it rather than force it.
