Fermob: the global conquest of French Touch

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Seminar Industrial adventures | Wednesday January 14, 2015 - 17h30 - 19h30

At the end of the 19th century, a farrier created a workshop in Thoissey in the Ain department which later became Fermob. This business experienced ups and downs in the course of the 20th century, and only had nine employees when it was bought by Bernard Reybier in 1989. Reybier had always dreamed about having his own company, and embarked on an ambitious strategy which included international marketing and collaborations with talented designers. Initially, this project was greeted with puzzlement and even derision. Nevertheless‚ Fermob was chosen to supply the chairs for Times Square‚ Broadway‚ and for Harvard. It also worked with the New York Bryant Park Corporation to help to transform this public park, which had had a reputation for being a ‘no-go’ area of the city, into a famous scenic New York landmark with a French touch, reminiscent of the style of the Parisian Luxembourg Gardens which incidentally is also equipped by Fermob. Always trying to be different from the norm‚ Fermob adopted a sustainable development approach in 1996 before this concept even became well-known. As its brand has grown‚ it has won markets around the world where its French touch has captured the imagination worldwide.

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This session was published in issue n°114 of the Journal de l'École de Paris du management, entitled Le temps des reconquêtes.

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