But these tend to disappear in the province

The leather goods brand Sequoia will develop a network of franchises in France. The company objective is to five openings here at end of 2009, two more of realization in Rennes and Bordeaux. "These stores will allow us to develop the presence of the brand, and are an important vector of image," notes Daniel Sisso, CEO, founder of the company with Pierre Hardy, its artistic director, twenty years ago.

A first experience in Rouen of a clean, low cost, and then transformed duty-free shop, convinced him the next step. "At Rouen, we recorded a growth in sales of more than 50 in February and March on a small number, but reflects a dynamic." Sequoia has devised a concept of "modern and fashion for a very competitive cost" arrangement to seduce the franchise candidates. This day, the specialist, known for his bags signed with a silver ring, has three own shops in Paris and Lyon, more a project this summer in Toulouse. In France, its models are also sold in 250 multi-brand outlets. But these tend to disappear in the province. The development of franchising must therefore help maintain sales. "Crisis or no crisis, it is an important step, because it is one of the few channels to grow", is the leader.

In February, the leather felt the first signs of a slowdown in sales. After an increase of 5 of its turnover in 2008, to nearly 20 million euros, with a net profitability by 4, Daniel Sisso was designed to "stabilize the sales in France in 2009 and to advance international". Export today weighs 45 of its activity.

Potential in the United States

To survive in this period of turbulence, Sequoia put on good ratio price quality of its collections. The brand will launch this winter a line of bags made of leather between 180 and 240 euros, while some brands of the same type start at 400 euros. A well received by the distribution line. "Women want their money." We always had the concept of fair price, which does not prevent creativity. "Today, in an affected market in the Japan and Russia, our sales continue to grow in the stores", says the leader.

The international remains a priority of the specialist of leather goods, with stores for its open sign with local partners. In Asia, its first market, an opening in the chic neighbourhood of Omotesando in Tokyo is scheduled for September. The company has opened two outlets in "duty free" in Korea and development now on China. In the Middle East, it will also radiate with a development programmed in six countries of the Gulf.

But it is in the United States, where Sequoia has set up a subsidiary mid-2008, that is its potential, even if the crisis has slowed down its ambitions. "We had projects with department stores." "Decisions are frozen, but not discussions, because our positioning with affordable prices of interest," said the CEO. For the time being, its models of bags or other luggage are proposed in only 120 stores across the Atlantic. Today, the country represents nearly 10 of its exports, but it is intended to become its first market in the Japan term.