Maxime Pruvost was a recipient of the prestigious CCI France International Award for French Entrepreneur Abroad at the CCI CCI France International Trophies, chosen from among the 126 French Chambers across 96 countries.
A changemaker*, he identified a problem and saw it as an opportunity to build a solution by applying sustainability to the retail market in 2015. Since then, BEE Retail has become the global market leader in the luxury retail sector in sustainability, working with virtually every major luxury brand. Through BEE Retail, Maxime created a paradigm shift in the retail built environment, by transforming an industry that hesitated to redefine the concept of “luxury” but now couples the term “luxury” with “responsibility.”
Fast forward to 2022 and we find see that the luxury retail industry is undergoing a seismic shift as it begins to apply sustainability across its entire value chain: retailers are not only focusing on material sourcing but are also unearthing opportunities that have quantifiable impact on ESG (Environment, Social and Governance) pillars and reporting for long-term business performance. As such, they are increasingly aligned with the concept of sustainability as initially defined by the UN “meeting the needs of the present without compromising the ability of future generations to meet their own needs”
Of course, there are still roadblocks ahead for the luxury market to minimize the gap between what they wish to offer and what they offer, as well as between what clients say and how they buy. Embracing sustainability is asking luxury to follow a very different path in terms of creativity and transgression.
“Must it now, instead, submit to rules imposed from the outside? In addition, must it lose its characteristic mystique and instead embrace transparency? Indeed traceability and the collection of good quality data – two bedrocks of sustainability – would seem to necessitate this shift.”*
Whilst the numbers of sustainability conscious consumers are rising, we have not reach an inflection point. However, some quantifiable and positive initiatives undertaken by luxury retail are as follows:
- cutting down CO2 emissions (environmental transformation has been accelerated by the science-based targets on climate and Carbon Disclosure Project (CDP) ratings)
- taking action on energy consumption and replacement by renewables
- making changes in shipping habits (relying less on air)
- connecting with their origins
- reimagining its products, taking into consideration lifecycles with eco-friendly lines
As Maxime stated ” A win for BEE is a win for the global environment at large as our processes are regenerative by design. We look forward to brands embracing the market opportunities that sustainability provides.”
*https://www.ashoka.org/en-us/story/what-does-change-maker-mean
*https://www.forbes.com/sites/stephanegirod/2021/07/01/luxury-is-learning-to-deal-with-the-contradictions-of-sustainability/?sh=2efa7ce45266
