Wine retailer inspired by fashion launched

Charlotte Calvet from the Bordeaux-based Calvet wine family has launched an online wine retailer inspired by the fashion world’s use of seasonal collections.

Called Garmence, the online ‘wine studio’ is divided into Spring/Summer and Autumn/Winter ‘capsule collections’. Calvet is the seventh generation of her family to work in the wine business. In addition to Garmence she is sales and marketing director at her family wine company Benôit Valérie Calvet.

Charlotte Calvet

Working in wine wasn’t always part of the game plan. London-based Calvet told the Evening Standard in a recent interview that she found the wine trade in Bordeaux “stifling and oppressive”.

Calvet took inspiration from the fashion world and the perfume industry for her business and is hoping to target affluent, fashion savvy consumers that are in need of a little help on the wine front.

With small seasonal collections, Calvet is aiming to simplify the often perplexing task of choosing from reams of similar looking wines online. Among her offering are wines from all of France’s key regions, Rioja, Chianti Classico, Sardinia, the Veneto and Utiel Requena in Valencia.

All of the wines carry a bespoke, pared-down Garmence label that includes the grape variety on the front. At the moment Garmence only sells European wines but Calvet is looking to expand the offering to incorporate wines from New Zealand and Argentina.

Rather than focusing on terroir, Calvet has chosen to flag up the importance of the blending process in the wines she offers, drawing comparisons with the concept of blending a bespoke perfume.

The minimum online order is three bottles, which comes with a £3 delivery charge with same day delivery offered for orders made before 3pm. At present, Garmence only delivers to London addresses in zone 1 and 2, but Calvet plans to expand the business to offer national delivery.