Mackeene is a brand which was created by two brothers whose passions were adventure and surfing. Armed with an already established concept in Saint Barth, Mackeene asked Nestore for help to establish itself on the French market. Their business being seasonal in France (bathing suits), we leaned towards a pop-up to tailor the concept to the market before permanently developing the brand.
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How is it possible to reinforce their integration in France by using an omnichannel strategy?
Because it transformed our point of sale in laboratories, this first pop-up store made it possible to collect a maximum of information (quantitative & qualitative) to carefully analyse the brand’s performance and customer satisfaction.
How is it possible to implement the brand in France by using an omnichannel strategy?
To support Mackeene during its second iteration with an objective of making the concept last to implement it on a wider scale. For this second project, to explore the interest of setting up an omnichannel business, with the unification of the customer database, the unification and management of the stock and the set up of a click & collect program. Enriched by lessons from the first edition, to elaborate a more immersive and experiential concept which would translate the brand’s commitments.
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"We created a pop-up store because people naturally want to try a swimsuit on and to not see it in a picture. And, feeling the universe of a brand such as ours is important, it puts you in a state of mind. Therefore, touching the fabric, seeing the real colour, for me, it seems absolutely obvious."
Harold Mackeene, co-founder Mackeene
The ephemeral Mackeene stores take over the sledging universe and Saint Barth with harpoons, skateboards, photographs from the island, plants… Harold Mackeene speaks of a “Go Slow” shop. They created a relaxation space with a vintage couch to talk with customers so that they could take their time. He wants visitors to feel comfortable in their shop.
In the Mackeene pop-up store, small brands that the founders particularly love can be found, such as Mismo, a brand of bags for men, La petite lunette rouge and Native Sons or even Miansai, a jewelry brand. These young brands merge with the scenery of the store and the Mackeene universe.
Created in 2006, Mackeene is first and foremost the story of two brothers coming from an island, Saint Barthelemy. Their flagship in the Caribbean is located in Gustavia and offers a collection of swimsuits, polos, tee-shirts, bath towels and a selection of complementary brands carefully studied, which encompass sun-glasses, bags, surfboards and books.
The master words of the brand: functional and chic.
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