{"id":131710,"date":"2025-10-16T06:42:00","date_gmt":"2025-10-16T04:42:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=131710"},"modified":"2025-10-16T17:03:52","modified_gmt":"2025-10-16T15:03:52","slug":"promod-groeit-weer-sinds-het-prijsfocus-losliet","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/promod-groeit-weer-sinds-het-prijsfocus-losliet\/","title":{"rendered":"Promod groeit weer sinds het prijsfocus losliet"},"content":{"rendered":"\n<p>Het Noord-Franse modebedrijf <strong>Promod<\/strong> viert zijn vijftigste verjaardag met hernieuwd vertrouwen. Na jaren van zware herstructurering en honderden winkelsluitingen laat de keten, onder leiding van Julien Pollet, weer groei zien.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Einde van het volumemodel<\/h2>\n\n\n\n<p>Toen Pollet in&nbsp;2018 de fakkel overnam van zijn vader Francis-Charles, bevond Promod zich midden in een crisis. Het model gebaseerd op hoge volumes en lage prijzen had zijn houdbaarheid verloren. \u201c<a href=\"https:\/\/www.lsa-conso.fr\/entretien-le-changement-de-modele-de-promod-porte-ses-fruits-estime-julien-pollet-son-president,462566\">Altijd maar meer, werkte niet meer<\/a>,\u201d blikt Pollet terug tegenover LSA.<\/p>\n\n\n\n<p>De familie koos voor een grondige koerswijziging: de onderneming schrapte 60% van het winkelbestand en trok zich terug uit vijftig landen. In drie jaar tijd kromp het netwerk van duizend verkooppunten in 55&nbsp;landen naar 397&nbsp;winkels in vijf landen, waarvan 372 in Frankrijk.<\/p>\n\n\n\n<p>De gemiddelde winkeloppervlakte bedraagt 200&nbsp;m\u00b2, een formaat dat de keten bewust aanhoudt om dicht bij de klant te blijven. Ook e-commerce blijft klein: het digitale kanaal is goed voor slechts 8% van de omzet, al merkt Promod dat online communicatie klanten wel naar de winkels leidt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cMinder, beter, duurzamer\u201d<\/h2>\n\n\n\n<p>De nieuwe filosofie van Promod draait rond drie pijlers: minder, beter en duurzamer. Producten worden in kleinere hoeveelheden geproduceerd, met meer aandacht voor kwaliteit en herkomst. Zo komt inmiddels 35% van de collecties uit nabijgelegen productielanden als Marokko, Tunesi\u00eb en Turkije.<\/p>\n\n\n\n<p>\u201cDat laat ons toe om onze voorraden beter te beheren en sneller te reageren\u201d, legt Pollet uit. \u201cAls een model goed verkoopt, kunnen we snel bijbestellen.\u201d Een beperkt aantal stuks wordt zelfs in Frankrijk gemaakt, \u201cmaar niet alle klanten zijn bereid een T-shirt van 35&nbsp;euro te betalen.\u201d Toch is prijs geen hoofdzaak meer en doet Promod minder prijsacties dan vroeger.<\/p>\n\n\n\n<p>De keten test in Calais ook een circulaire winkel, waar tweedehandsartikelen, stoffen en naaipatronen naast nieuwe collecties worden verkocht. 50% van de omzet komt er al van tweedehands. Het bedrijf neemt die circulaire aanpak zelf in handen: 40% van de tweedehandsartikelen komt van donaties van klanten. \u201cDat is economisch veel interessanter dan werken met externe partners\u201d, vindt Pollet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2024 was comebackjaar<\/h2>\n\n\n\n<p>De ommezwaai werpt vruchten af. Over het boekjaar&nbsp;2024 (tot eind februari&nbsp;2025) steeg de omzet van Promod met&nbsp;10%, van 374&nbsp;miljoen euro naar 411&nbsp;miljoen euro, terwijl de verkochte volumes met&nbsp;2%&nbsp;toenamen. \u201cOnze transformatie is nog maar net begonnen\u201d, besluit Pollet.<\/p>\n\n\n\n<p>Zo breidde Promod het matenpalet fors uit \u2013 de volledige collectie is nu beschikbaar van maat&nbsp;34 tot&nbsp;48 \u2013 en wil de keten zich de komende jaren sterker richten op vrouwen tussen&nbsp;30 en 45&nbsp;jaar. De gemiddelde klant is nu 46&nbsp;jaar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het Noord-Franse modebedrijf Promod viert zijn vijftigste verjaardag met hernieuwd vertrouwen. Na jaren van zware herstructurering en honderden winkelsluitingen laat de keten, onder leiding van Julien Pollet, weer groei zien.<\/p>\n","protected":false},"author":5,"featured_media":131711,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[43],"company":[1845],"topic":[88],"region":[89],"class_list":["post-131710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-promod","topic-bedrijfsresultaten","region-frankrijk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Promod groeit weer sinds het prijsfocus losliet - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Promod viert zijn 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