Sustainable trainer brand Veja has opened a Repair Shop for shoes in Paris. Despite the name, the “General Store” is not a store, but a hub that aims to extend the life of trainers through repairs.
Low rates
The French brand has been installing repair corners in its shops for some time (including in Berlin, Bordeaux and Madrid), but it goes one step further in Paris. The trainer manufacturer has opened a 100 sqm branch there, entirely dedicated to repairing shoes and clothing. Even more: Veja does not sell shoes at all in this minimalist-looking space, although the latest models are displayed on the shelves.
The company deliberately keeps rates low in its repair hub: “We found that if the price was too high, customers preferred to buy new things“, project manager Daniel Schmitt told LSA. He explained that Veja makes no money from the repairs, but also barely makes a loss on them: “We are almost in balance.”
In this new hub, Veja does not limit itself to footwear: customers can also have their clothing repaired or personalised. In addition, the shop sells a selection of shoe care products, cleaning products, socks, notebooks and other impulse products. The Veja General Store is located on rue de Marseille in the tenth arrondissement of Paris.
