What you need to know about: Fancy strawberry

Envie de Fraise offers clothes for pregnant women. The ready-to-wear brand focuses on affordable prices and sustainable clothing. In addition to France, Envie de Fraise is also very successful in Italy and Spain.

Creation

In 2006, Anne-Laure Constanza was pregnant with her first child but had difficulty finding elegant and comfortable clothes to wear both during and after pregnancy.

The young woman wants to create clothes to her liking and offer a wardrobe of durable and desirable pieces. This is how “Envie de Fraise” was born. The brand is available online throughout France. Initially, Anne-Laure Constanza chose not to use any intermediary to market her pieces.

With "Envie de Fraise", the clothes change according to the number of months of pregnancy. The founder designs her pieces herself, which are then made from materials with the Oeko-Tex label (without any toxic products).

Evolution

To design her pieces, Anne-Laure Constanza first called on her grandmother, who made her dresses with fabrics purchased at the Saint-Pierre market in Paris. These outfits have also been a success with those around him.

Despite the good feedback from those close to her, Anne-Laure Constanza encountered a first obstacle, funding. To start her project, the young mother receives the support of her family and friends who invest a total of 30,000 euros in this adventure.

The brand managed to find its audience from the launch. In 2008, "Envie de Fraise" was forced to repatriate its production from China to Europe in a hurry.

Digital communication is a real asset for the brand which, in 2011, will boost its turnover by 50 percent thanks to an advertisement in which the first lady Carla Bruni is challenged as follows: "So Carla, want strawberries or not ? ".

Envie de fraise opened its first boutique at the Sentier headquarters in Paris in 2016, with specialized creative workshops for pregnant women.

In 2017, Anne-Laure Constanza became co-director of the brand. Marie-Françoise Kerhuel, president of MKT Direct, household linen specialist, owner of Linvosges and Françoise Saget, joins the capital and becomes one of the majority shareholders.

News

“Envie de Fraise” presented its new eco-responsible summer collection. The line entitled Homewear is made up of pajamas, dresses and swimsuits for all months of pregnancy and even after. It is available on the brand's website.