A new premium offering, inspired by the Gorpcore trend, is the cutting-edge Breton multi-brand Tonton Outdoor which is opening its doors in Paris.
A specialist in outdoor and running brands, the company, founded in 2021 by thirty-somethings Maëlan Dahyot and Kévin Bauché, is arriving in a big way in the Marais. Riding on the interest of city dwellers for an outdoor proposition and for different running practices, it deploys a premium universe at 109 rue du Temple, in the third arrondissement, in less than 650sq m.
The founders of the brand, which has three stores in Vannes, first participated in the developments of the Sobhi Sport brand opening their first store in the Côtes d’Armor town in 2012, then after the Covid period, the two young managers decide to develop their own brand in a segment focused on advice and experience.
The daring but catchy name works and, beyond its local clientele, Tonton outdoor is developing with two stores in the city centre (one running, the other Patagonia) and a large store of more than 400sq m on the outskirts. All completed with an ultra-dynamic e-commerce site, which offers products and advice. Today, the web is a real engine of the company which already generates 4.2 million euros in turnover and has 40 people on board.
“We created a team of 10 people for the Parisian store with a mix of Bretons and Parisians. Everyone was trained for several weeks so that the company culture was well infused. For us it’s a challenge to develop a store in our image in Paris. But we already think that the concept has opportunities in several cities.”
