“Calm and peace in the chaos of PFW.” That’s how Mees Jansen, Sales Director at Bram’s Fruit, sums up the spirit of the showroom hosted at the agency’s space. While Paris is buzzing, the Dutch brand chose to create a breathing space, a strategic meeting point to align calendars and welcome buyers. A look back at a successful activation.

Paris, Capital of Strategic Consistency

Why Paris? Because it’s where everyone gathers during Fashion Weeks. The perfect moment to meet, create, and build relationships. Beyond the logistical opportunity, physical presence sends a strong message.

• The Objective: To initiate business relationships — but above all, to show that the brand is present. For Bram’s Fruit, the key to success lies in consistency and longevity.

• The Target: Upper-segment community stores, with shared vision as the main criterion rather than rigid frameworks. “If you have a cool store and good taste, we should connect.”

• Learning the Market: With the specific dynamics of the French market — distinct, for example, from the Benelux — the Bram’s team can rely on Clothette’s local expertise: active listening to better enter and understand the market.

Scenography and Product: The Bram’s Experience in Paris

The showroom was designed to transport visitors directly into the brand’s universe, replicating the codes of the Amsterdam flagship.

• The Set-up: The same flooring as the flagship, a Herman Miller sofa (owned by Bram), carefully curated props, and Sade playing on loop. A unique, pressure-free atmosphere.

• The (G)ardening Wagon: A scenographic extension featuring a 4x4 conceived and fitted out as a high-end gardening platform, parked right in front of the showroom.

• A Key Piece from the Upcoming Season: The leather jacket. A deliberate choice to show that Bram’s Fruit is not just a jersey brand, a product category frequently seen in its collections. This classic piece with a modern cut reflects the brand’s ability to experiment and create distinctive garments.

• The Takeaway: Both literally and figuratively, visitors leave with a clear vision of the brand… and an apple.

The Future of Wholesale

In the digital age, Bram’s Fruit reaffirms the crucial importance of physical experience — especially for a brand with such a strong identity. Covid changed the landscape, but human contact remains irreplaceable.

• Measuring Success: It goes beyond sales figures. The excitement of clients, friends of the brand, and the community matters far more.

• The Long-Term Vision: A dedicated Paris showroom every season is now confirmed, seen as the best way to fully immerse clients in the Bram’s Fruit universe.

“Will you be there next season?”
“Is grass green?”

This Bram’s Fruit showroom at Clothette illustrates the ambitious and impactful presence of a fast-growing brand during Fashion Week — a place of business, but also a space for cultural immersion and human connection.

Thank you to Mees for his insights, and to the Bram’s Fruit team!