The founders of The Bradery are regaining control after selling a majority stake to Showroomprivé, focusing on international expansion and the luxury sector, despite a debt-ridden financial arrangement.
According to an interview published by FashionNetwork.com on January 5, 2026, The Bradery has regained its independence. Co-founders Édouard Caraco and Timothée Linyer have bought back the majority stake held by the Showroomprivé group, with the transaction announced as completed on December 22, 2025.
A return by hand
Showroomprivé has sold its majority stake in The Bradery, allowing the two founders to regain operational control. FashionNetwork.com reports that Édouard Caraco explained: "Either we would regain 100% ownership, or we would sell our entire stake."
The financial terms vary depending on the source. FinanzWire reports a deal valued at €22 million, with an initial payment of €19 million and a vendor loan of €3 million repayable between 2027 and 2029. A subsequent FinanzWire dispatch also specifies the payment of an interim dividend of €1 million received by Showroomprivé upon closing.
However, previous articles by Infinance and ABC Bourse had mentioned a letter of intent for €23 million, valuing The Bradery at around €43.6 million. These discrepancies reflect the changes in the amounts published at different stages of the negotiations.
A deal financed by debt and bank confidence
The founders financed the buyout mainly through debt. According to FashionNetwork.com, Caraco stated that their bank supported them and that the agreement excluded the entry of new shareholders. FinanzWire confirms the existence of a €3 million vendor loan granted by Showroomprivé.
Édouard Caraco and Timothée Linyer, founders of The BraderyFinancial commitments are putting pressure on performance, but management insists that its plan is based on current profitability levels. FashionNetwork.com notes that The Bradery reported net income of over €4 million on revenue of €62 million in 2024.
Strategy, products, and positioning
The platform maintains its model focused on private sales of premium fashion, while expanding its verticals to travel, beauty, home, and experiences. According to FashionNetwork.com, The Bradery primarily targets young women aged 25 to 35 and has adopted an "app-first" strategy that now generates 70% of sales.
The company emphasizes personalization, smooth payment, and engagement via the app. Caraco said the team has enhanced customer service and logistics to support this growth.
Luxury and white-collar crime
Among its areas of development, The Bradery is launching "Première," a platform dedicated to luxury goods. According to FashionNetwork.com, it allows brands to organize discreet, white-label sales with personalized invitations and websites featuring the brands' colors.
Caraco reported that the four test operations conducted at the end of the year were very well received. Conversion rates and average basket size were particularly high, according to management.
Outlook and challenges
The announced roadmap aims to accelerate growth, with targets for double-digit annual increases. Internationalization is one of the priorities, as The Bradery generates only around 5% of its revenue from exports, mainly to Belgium, Spain, and the Benelux countries.
Observers will note two immediate challenges: meeting the financial commitments arising from the acquisition and translating a relevant local offering into each foreign market. FashionNetwork.com reports that the company is determined not to settle for a simple translation of the website.
Background for showroomprivé
For Showroomprivé, the sale aims to strengthen its financial structure. FinanzWire and other sources indicate that the transaction enabled the group to recover immediate cash flow, while retaining a staggered repayment clause via the vendor loan.
In summary, The Bradery returns to the control of its founders with a clear ambition: to maintain the agility gained as an independent company, accelerate its expansion into the luxury and international markets, and meet the profitability requirements arising from the financial arrangement. The figures published by several media outlets show slightly varying valuations and terms, illustrating the complexity of the transactions carried out between October and December 2025.