Founded in 2018 by childhood friends Timothée Linyer and Edouard Caraco, The Bradery began as a simple idea: give dormant stock from premium brands a second life through curated private sales. Starting with zero revenue and a single platform, the company has grown into a thriving community of over 2 million Gen Z and Millennial shoppers, offering daily sales of fashion, beauty, home, and travel products. Today, The Bradery operates with a team of 70, generating nearly €100M in Gross Merchandise Value (GMV), while maintaining a high-touch, community-driven approach to e-commerce.
Success Metrics
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€100M+ GMV in 2024: Seven years of consistent growth fueled by daily curated sales.
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2M+ active users: Engaging a highly targeted Gen Z and Millennial audience.
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Minimal tech overhead despite thousands of new daily product uploads: Achieving operational efficiency with minimal technical overhead.
The Challenge: Scaling a Private Sales Platform
The Bradery’s model required managing thousands of products from multiple brands across short-lived private sales, all while maintaining a high-quality experience for both customers and brands. Early on, the founders faced the challenge of handling everything manually—from website setup to managing individual sales—while growing a loyal audience.
Another challenge was supporting the complex logistics of multiple brands, including inventory, returns, and unique product workflows. Growth required a platform that could scale quickly and provide reliable operational support.
The Solution: Shopify as the Engine of Growth
From day one, The Bradery chose Shopify, inspired by leading US e-commerce sites. The simplicity of setup allowed the founders to launch quickly: “We started with a free Shopify theme. I built the site myself while Édouard called brands, and we launched our first sale three weeks after founding the company.”
Shopify’s ecosystem enabled automation and operational efficiency as the business scaled. Integrations with apps, custom workflows, and AI-driven tools allow The Bradery to manage thousands of products daily, automate translations, and streamline customer service through live chat and ticketing.
The more we grew, the more Shopify grew with us. Today, we launch over 1,000 new products daily with a relatively small team, because everything is automated and simple to manage with Shopify.
Brand partnerships also thrived under this model. “We launch four to five new brands every day,” says Linyer. “Some users come for familiar brands, but many discover new, lesser-known labels and continue buying from us.” Shopify’s analytics and reporting tools gave the team actionable insights into customer behavior, sales performance, and brand popularity, supporting smarter decision-making across the business.
For international growth, Shopify Market simplified the previously complex management of taxes, customs, multiple sites, and localized pricing. Linyer notes, “Shopify Market allows us to operate across multiple regions with different pricing and content, making international expansion feasible without adding operational overhead.”
The platform also enabled experimentation with offline events. A recent physical pop-up in Paris was organized in under two weeks, generating hundreds of thousands of euros in revenue, with Shopify POS powering payments, inventory, and product management seamlessly.
The Results: Rapid Growth and Operational Efficiency
Shopify has been instrumental in scaling The Bradery to €100M GMV. The platform’s automation and ecosystem allow the company to:
- Launch thousands of new products daily with minimal manual effort.
- Maintain strong relationships with multiple brands through high-quality presentation and logistics.
- Expand internationally with localized pricing, content, and customs management.
- Quickly experiment with offline sales events while managing all operations through one platform.
Shopify isn’t static. Every year it improves. We haven’t needed a large internal tech team, and the platform grows with us. In five years, Shopify will still be the platform we rely on to scale further.
By combining community engagement, operational efficiency, and an agile approach to e-commerce, The Bradery has built a scalable, resilient business capable of growing across France and internationally while delighting a younger generation of shoppers.
