{"id":132724,"date":"2025-10-27T12:19:58","date_gmt":"2025-10-27T11:19:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132724"},"modified":"2025-10-27T12:20:00","modified_gmt":"2025-10-27T11:20:00","slug":"comment-la-marque-de-sneakers-komrads-a-ete-confrontee-au-paradoxe-de-la-durabilite","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-la-marque-de-sneakers-komrads-a-ete-confrontee-au-paradoxe-de-la-durabilite\/","title":{"rendered":"Comment la marque de sneakers Komrads a \u00e9t\u00e9 confront\u00e9e au \u00ab paradoxe de la durabilit\u00e9 \u00bb"},"content":{"rendered":"\n

Apr\u00e8s un d\u00e9marrage fulgurant avec des investisseurs et des clients enthousiastes dans plus de onze pays, la success story durable de la marque de sneakers Komrads <\/strong>a pris fin cette ann\u00e9e. \u00ab Le discours autour de la durabilit\u00e9 a chang\u00e9 \u00bb, constate le cofondateur Mark Vandevelde, qui viendra t\u00e9moigner lors de la RetailDetail Night.<\/p>\n\n\n\n

Un d\u00e9marrage fulgurant<\/h2>\n\n\n\n

Komrads a \u00e9t\u00e9 fond\u00e9e en 2015 par Mark Vandevelde et son \u00e9pouse Greet Goegebuer, avec pour ambition de cr\u00e9er la basket la plus durable au monde. La marque a d\u00e9marr\u00e9 en fanfare : \u00ab Nous avons fait la une du journal Het Laatste Nieuws. On aurait dit que toute l’Europe attendait une basket en cuir de pomme : nous avons rapidement vendu nos produits dans plus de onze pays. Nous avons assez bien travers\u00e9 la p\u00e9riode du coronavirus, m\u00eame si les gens achetaient moins de chaussures \u00e0 cette \u00e9poque, mais les \u00ab ann\u00e9es folles \u00bb que de nombreux experts avaient pr\u00e9dites par la suite ne se sont malheureusement pas produites. \u00c0 la place, nous avons eu la guerre en Ukraine, la crise \u00e9nerg\u00e9tique et l’inflation. \u00bb<\/p>\n\n\n\n

Komrads a \u00e9t\u00e9 confront\u00e9 \u00e0 un changement dans la fa\u00e7on de penser la durabilit\u00e9. Selon une \u00e9tude r\u00e9alis\u00e9e en 2018, les gens \u00e9taient encore pr\u00eats \u00e0 payer jusqu’\u00e0 50 % de plus pour des baskets durables. Ce chiffre est tomb\u00e9 \u00e0 0 % en 2024. \u00ab Nous avions d\u00e9j\u00e0 baiss\u00e9 nos prix, mais nos marges avaient \u00e9galement disparu, donc nous avons d\u00fb abandonner. Ma femme et moi nous \u00e9tions investis avec passion dans ce projet pendant dix ans, mais il \u00e9tait impossible de le poursuivre, m\u00eame si nous recevions beaucoup de soutien. L’impact a \u00e9t\u00e9 consid\u00e9rable, tant sur le plan \u00e9motionnel que financier. \u00bb<\/p>\n\n\n\n

\u00ab La prosp\u00e9rit\u00e9 passe d\u00e9sormais avant le bien-\u00eatre \u00bb<\/h2>\n\n\n\n

Au d\u00e9part, Komrads a r\u00e9ussi \u00e0 lever environ 1,5 million d’euros de capitaux, notamment gr\u00e2ce au crowdfunding, \u00e0 des pr\u00eats convertibles, au capital-risque et \u00e0 P&V. Quelques business angels se sont \u00e9galement engag\u00e9s, ainsi que la soci\u00e9t\u00e9 d’investissement circulaire Trividend. Mais lors d’un tour de table suppl\u00e9mentaire en 2024, alors que Komrads souhaitait relancer son activit\u00e9 avec une nouvelle collection haut de gamme, les investisseurs se sont retir\u00e9s.<\/p>\n\n\n\n

Quelles le\u00e7ons en tirez-vous ? \u00ab Le terme de durabilit\u00e9 est paradoxal : le plastique dure longtemps, mais n’est pas durable. En politique et dans les m\u00e9dias, le discours change : le Green Deal est \u00e9dulcor\u00e9. Les marches pour le climat ont suscit\u00e9 beaucoup d’attention avant la crise du coronavirus, mais lorsque Klimaatzaak a remport\u00e9 son proc\u00e8s en 2023, les m\u00e9dias n’y ont pratiquement pas pr\u00eat\u00e9 attention. La prosp\u00e9rit\u00e9 passe d\u00e9sormais avant le bien-\u00eatre. \u00bb<\/p>\n\n\n\n

\u00ab Je reste un \u00e9copreneur \u00bb<\/h2>\n\n\n\n

Vandevelde estime n\u00e9anmoins qu’il existe encore aujourd’hui des perspectives pour les r\u00e9cits durables : \u00ab La responsabilit\u00e9 \u00e9largie des producteurs arrive. De nombreuses marques et d\u00e9taillants ne sont pas encore pr\u00eats. Cela va nous retomber dessus de mani\u00e8re brutale. On peut se voiler la face, mais un jour, nous serons confront\u00e9s \u00e0 cette montagne de d\u00e9chets, un jour, nous devrons payer la facture de toutes les mati\u00e8res premi\u00e8res que nous extrayons de la plan\u00e8te. Dans cent ans, les gens regarderont en arri\u00e8re et se demanderont ce qui animait les gens dans les ann\u00e9es 2020. \u00c9taient-ils vraiment si stupides \u00e0 l’\u00e9poque ? \u00bb<\/p>\n\n\n\n

L’entrepreneur n’abandonne pas : \u00ab Je suis et je reste un \u00ab \u00e9copreneur \u00bb. Nous restons convaincus \u00e0 100 % que nous ne voulons pas laisser ce monde \u00e0 nos enfants. Nous avons chang\u00e9 notre mode de vie, nous avons commenc\u00e9 \u00e0 vivre de mani\u00e8re plus consciente, nous avons pris le train pour voyager… Mais devons-nous \u00eatre plus saints que le pape ? Qu’en est-il de notre travail ? Allons-nous retourner dans le monde de l’entreprise ? \u00bb Vandevelde vient de terminer une mission en tant que consultant en marketing chez INNO. \u00ab Je suis maintenant \u00e0 l’aff\u00fbt d’opportunit\u00e9s. Je pense qu’il y a encore beaucoup de possibilit\u00e9s dans le monde de la mode, car cette industrie est tr\u00e8s polluante et il n’existe pas encore de v\u00e9ritables solutions structurelles. \u00bb<\/p>\n\n\n\n

\u00ab Des \u00e9checs inspirants \u00bb<\/h2>\n\n\n\n

Lors de la RetailDetail Night, le 20 novembre \u00e0 Anvers, Mark Vandevelde partagera les le\u00e7ons qu’il a tir\u00e9es dans le programme pr\u00e9liminaire \u00ab Failing Forward \u00bb, o\u00f9 des d\u00e9taillants t\u00e9moignent de leurs \u00ab \u00e9checs inspirants \u00bb. Les participants s’entretiendront ouvertement avec le mod\u00e9rateur Stefan Van Rompaey, leurs coll\u00e8gues et vous, le public. \u00c9galement sur sc\u00e8ne : Pascale Switten parlera du red\u00e9marrage et de la fin du magasin d’usine Cameleon<\/strong>, Stijn Martens \u00e9voquera le parcours du premier supermarch\u00e9 en ligne flamand, Hopr<\/strong>, et Alain Hellebaut partagera les le\u00e7ons tir\u00e9es de ses trente ann\u00e9es d’exp\u00e9rience en tant que directeur commercial, notamment sur le red\u00e9marrage de Maxi Toys<\/strong>.<\/p>\n\n\n\n

Cliquez sur le bouton ci-dessous pour consulter le programme complet de la RetailDetail Night et r\u00e9server votre billet.<\/p>\n\n\n\n

\n
Je r\u00e9serve ma place pour la RetailDetail Night<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s un d\u00e9marrage fulgurant avec des investisseurs et des clients enthousiastes dans plus de onze pays, la success story durable de la marque de sneakers Komrads a pris fin cette ann\u00e9e. \u00ab Le discours autour de la durabilit\u00e9 a chang\u00e9 \u00bb, constate le cofondateur Mark Vandevelde, qui viendra t\u00e9moigner lors de la RetailDetail Night. 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