Nicole in an interview with FashionUnited
Plein Publique founder Nicole Hoefsmit talks to FashionUnited about the brand’s growth, the decision to use high-quality merino wool, and her vision for timeless fashion without sales.
Plein Publique in the spotlight at FashionUnited! Founder Nicole Hoefsmit shares her perspective on the brand’s success, why we don’t participate in traditional sales, and how we use sustainable materials—such as high-quality merino wool—to build a timeless wardrobe. Translated from the original in Dutch.
- Subject
- Interview with Nicole Hoefsmit in FashionUnited
- Founder
- Nicole Hoefsmit (Plein Publique)
- Brand Vision
- Slow fashion, no traditional sales, and a focus on quality
- Unique niche
- The Breton stripe
PLEIN PUBLIQUE - Sweaters with a Breton “stripe in front”
by Caitlyn Terra | Tuesday, April 2, 2019
Having a competitive edge is important for a niche brand. Plein Publique, which was launched in 2006 under the name Breizh by Nicole Hoefsmit, focuses quite literally on those stripes out of a love for the Breton stripe. In the fourth episode of the revamped FashionUnited series “My Niche”: Plein Publique.
Let’s start at the beginning: What’s the story behind PLEIN PUBLIQUE, then known as Breizh?
“It all started with the Breton stripe: To stand out in today’s online market and carve out a place for yourself, it’s best to focus on a specific niche. That’s what I did, and the company got off to a very successful start. I didn’t have to explain in detail what the company did. Breton stripes spoke for themselves.”
“My love for stripes has been with me since I was a child. Thanks to our many vacations to Brittany, I automatically became a big fan.”
Last year, you changed the name from Breizh to Plein Publique to allow for an expansion of the product line. How has the product line changed?
“We’ll always keep making Breton stripes. After all, Breton stripes are always in style. We changed the name because many people had trouble pronouncing ‘Breizh.’ Plein Publique is much easier to remember and sounds familiar because people sometimes use the phrase ‘en plein publique’ in everyday speech. In addition to Breton stripes, we’ve added many ‘classics’ such as the logo T-shirt, a leopard print, and sweaters.”
Is the love for the niche of Breton sweaters still there?
“Absolutely. ‘We love stripes.’ Stripes will always be part of our collection. Breton stripes are beautiful basics that often add that perfect finishing touch to your outfit.”
How is PLEIN PUBLIQUE doing now, after this change?
“Very well; everyone thought ‘Plein Publique’ was a better name, so the name change didn’t cause us any trouble. In fact, we’re continuing to grow rapidly—especially online, where we’re becoming increasingly visible and seeing high conversion rates.”
If it were up to you, what would you say is the best and the hardest part about working in a niche market?
“That sometimes other styles are in fashion. It’s not difficult, though. You set boundaries, and that actually makes it more exciting to be creative within those boundaries. It’s a challenge, and I love that.”
Do you still see yourself as a niche brand?
“Absolutely, but more focused on beautiful classics that you need to have in your closet. That way, we’re always in style without actually following trends.”
Do you have any tips for people who currently run a niche brand and want to expand their product line?
“Don’t get rid of old ‘lines’ before you have new ones. So it’s fine to experiment a bit, but keep an eye on your core business.”
Caitlyn Terra for Fashion United
You can read the original interview HERE.
FAQ
How did Plein Publique (formerly BREIZH) come about?
Plein Publique began as founder Nicole Hoefsmit’s personal search for the perfect striped shirt and the ideal sweater, and has since grown into an established fashion brand known for timeless clothing.
