Twenty years of OKKO…
Who has ever asked themselves what the wooden hand is on 2 Rue Haute Casserie in Nantes. This hand is the symbol of the iconic boutique and landscape of the radiant, OKKO. Here lies a cloakroom for men and women in constant motion. Catherine has a lot of experience and in 20 years has managed to build a landmark for lovers of beautiful pieces She tells us her story …
Before you even get into your shop you can see a huge sculpture of a wooden hand that adorns the High Street Casserie, what does it mean?
It’s a question that some customers ask themselves from time to time. I always had an oversized sign. At the opening it was a jean that measured 3 meters 50 high. I have around me, clients and friends, artists, architects, graphic designers. They’re people who have a look. My second sign was a beautiful shoe in stainless steel, giant. Designed by a Nantais artist. Unfortunately one night I forgot it in the street and it disappeared, heavy loss. A unique piece, a work of art, it really hurts me to the heart. I then wanted to have wood. I knew someone who had participated in the construction of the giant Royal de Luxe, Pascal Alonso. He had not worked with wood for a long time and was very motivated. We reflected together on what he could offer me. He had the idea of a hand. I liked it. I said OK.
I couldn’t really understand the link with the name OKKO. Why did you pick the name OKKO for the shop?
At the time it was a lot of research, discussions. Then one day it became a game with the letters, thinking visually. The K and O worked well together, and that’s OKKO, readable in both directions. It worked well. At first it was even “OKKO Line”. Over time we realized that no one pronounced the “line”, so we quickly decided to remove it. When we observe the profile of the metal shelves, they evoke airplane wings. The floor is bitumen and a crosswalk from the entrance and through the entire store in its diagonal. The idea of the architect was to get the public to move his eyes to the depths of our cave.
You’ve been here for the past twenty eight years. How did the history of the shop begin?
After some interesting experiences in sports shoe shops I was lucky to find a responsible position in a small “jeanerie” downtown. The owner was delighted to delegate to maximum. And me! He offered to get involved in shopping. The discovery salons, brand research, the selection of collections, that much to me. Then came to him the project of a new shop, a little larger with a friend of his trader in the neighborhood. But he withdrew. Jean asked me to associate myself with this project and to take care of the management of this new structure. A few years later I bought his shares to be the one at the controls of OKKO.
OKKO is more than just a shop; it is a real benchmark for shopping in Nantes. How did you build this reputation?
You must make a detour to push the door of OKKO. We are not on a prime location, then how to do self talk. Word of mouth. A different offer. Know how to surprise. Establish trust and exchange. Always the pleasure of listening and consulting.
Big brands have a stronghold of the textile market by, what should you do to resist?
It’s true that the market changes, the world changes, demands also change. We must try to understand what is happening and take a little current. I was not born with the Internet, it is a very good support but it’s not my way of consumption. Before the Internet adventure, we saw the arrival of large machines such as Zara, H&M, that have made us all panic because they are very strong. But there are plenty of people who can not snoop, who did not know how to dress. Finding pieces that will match their morphology, their way of life, their needs, what image they want to give of themselves. There, we had a role to play. We must have human qualities, a sense of the avdices and aesthetics. It’s things that internet can not offer. And the difference between large chains and independent boutiques, multi-brand is that we have the freedom to surprise. This is exciting!
Tell me, what do you expect from brands such as OLOW?
A consistent quality of their productions. Whether we are considered as partners and not simply as showcase. A collaboration and a support accepting exchanges in the course of the season to help us balance our stocks.
Have you got any particular planned projects for this year?
Change my plastic hangers wooden hangers! (Laughs). I am not an adventurer, for now OKKO seems to go really well, I want it to last. In the future, why not delegate a little more, and go explore another city. As long as I do not feel someone beside me showing me the motivation to take over, it is better that I stay there! I am present at the store 4 days a week is the minimum. Today I think I do not have interest to delegate. I just see my risk of lower profitability, free myself more work, stress … I’m not sure I want that. But if someone comes to me to offer me something motivating, it can go very quickly.
During your lunch break, what is your favorite canteen?
Unfortunately there isn’t one, because we eat in the store room! The store room is our canteen! We’ve discussed it within the group and we have agreed that we will have “block” days to give ourselves full whole days off. The sellers wanted it that way. This means that we only get half an hour for lunch. You can’t go and eat anywhere in half an hour! And that’s a shame because there are small nice places to eat in the neighborhood.
Finally, I have always heard good music coming from your shop. What are the 3 artists that you like to listen to?
So right now I‘m having fun with the Las Allah, I love. I also love the energy of Kitty Daisy and Lewis “What quid” an instrumental of 7min. It gives me a terrible power! My colleagues find it a bit long, I think … And the Pixies, I can not do without. My darling who is passionate about music makes me regularly playlists for the shop. This is his great hobby. He is very strong.
– Thanks to Catherine. –
– P.L –
