THE FRENCH PRODUCT: MEETING...

Mr. Couturier, you are the director of Société Perrin 1924. What differentiates your product from those of your competitors?

What really sets us apart from our competitors is the Creativity, Quality, Solidity and Comfort of our socks which are 100% Made in France. In addition, the Perrin hosiery factory is a family business founded in 1924 specializing in the exclusively French manufacture of quality socks and tights, with selected threads and perfect finishes. We manufacture for brands and designers recognized internationally for their luxury positioning. We also market our own collections.

Tell us about your business.

The Perrin Hosiery Factory was founded in 1924 in Montceau-les-Mines in Saône-et-Loire, by Francis Perrin. In the 1930s, between the two world wars, Francis was joined by his son René. René Perrin developed the Factory with his nephew Guy Reynaud. The Perrin Factory is still a family business managed and developed by the ^4th generation.
of founders: Mrs. Martine Couturier, president and Mr. Franck Couturier, Sales Director.

Manufacture Perrin is the last family-owned sock and tights manufacturer to produce 100% of its creations in France. The entrepreneurs' vision is French manufacturing, combining high-quality sourcing and manufacturing, and meeting consumer expectations in terms of comfort and style. The company's mission is anchored both in innovation with extensive research and development of comfortable solutions for customers and the company's collection brands. Manufacture Perrin's strength is in establishing lasting relationships with distribution networks.

The products are available in France through selective and premium distribution, highlighting the qualities of the creations and the production environment.

Describe your offer to us?
Our company's offer is available in several brands:

Berthe Aux Grands Pieds: Creativity and Quality / For the whole family.
Dagobert Upside Down: Innovation, Quality and Nonconformism / For the whole family.
Perrin 1924: Quality, Product longevity, Technicality, Specialization / For the whole family.
La Chaussette Française: Luxury, Quality, Finesse, Men only.

How is your industry doing?

In the 1950s, there were 500 companies manufacturing socks in France; in 2017, less than 10.

How did you manage to make your production in France when production costs are lower in other countries?

By creating brands, each with its own dedicated universe, by very high-end production quality, by permanent innovation, by selecting our distribution channel (Only retailers / More than 2,500 in France), by a sales network that visits these 2,500 points of sale at least twice a year.

In your opinion, what would be the key factors for the success of a Made in France offer?

Quality, Creativity, and Innovation.

Do you have an online sales site or do you prefer traditional in-store distribution?

We have both, one does not go without the other.

Where can we buy your products?

In the 2,500 French points of sale, as well as on the internet. Our brands each have their own site:
www.boutique.chaussette-perrin.com
www.boutique.chaussette-dagobert.com
www.boutique.chaussette.la-chaussette-française.com
www.bertheauxgrandspieds.com

But also, in our 7 Boutiques (*) “La Manufacture”, specially dedicated to Socks.

What are your short or medium term plans?

We are planning to open two to three new “La Manufacture” boutiques in 2017 as well as develop E-Commerce.

What are the obstacles your business faces?

Gradual disappearance of retail outlets.

What advice could you give to those who want to embark on the Made in France adventure?

Self-denial, Courage, Madness, and Lots of work!

Does Made in France require a specific structure or a different store?

There is no difference, except a desire to defend our colours, our unique know-how and the desire to maintain and create employment.

In your opinion, are the economic, political and social contexts favorable to the development of Made in France?

Yes! But only too recently in the minds of consumers. Not at all for all our political, social and normative environment which imprisons our companies.

Tell us a little more about your overall turnover and your export turnover?

6.5 million euros, including 450,000 euros from exports.

What is the share of product innovation in your company?

Four people are solely dedicated to R&D out of ninety employees.

Where is the added value in your offer?

The lifespan of our products is 10 times longer than standard products. Comfort remains permanent and we build customer loyalty through our creativity and our constantly renewed innovations.

Are you part of any specialized Made in France networks?

Yes, because we have the Living Heritage Company Label.

http://www.patrimoine-vivant.com/perrin_sa

In your opinion, what political measures could boost the Made in France offer in the short and medium term?

Lower VAT for all products made 100% in France. Free companies from all the implausible standards that imprison companies that have taken the 100% Made in France side.

What do you think are the relays of Made in France? CCI/specialist trade fairs/media?

The Made in France Show (MIF), specialist media, labels and above all permanent lobbying on the consumer. But obviously, we must not forget our politicians as a whole who should be the main sales representatives of Made in France.

What could we wish you for 2017?

Freedom, Consideration, and Communication for VSEs and SMEs who have great difficulty gaining notoriety.

Are you finding the skilled workforce needed for your business?

Absolutely. Two years before a technician retires, we set up a training unit to pass on our know-how. This is essential to ensure that the quality of our products is always at an optimal level of excellence.

Do you have a recurring need to train your employees?

Obviously. The formation of excellent know-how is anticipated and organized.

Do the labels available on the market offer a guarantee for your customers? Do they give you a competitive advantage?

The label is necessary and indispensable but unfortunately does not offer us a decisive competitive advantage.

Many thanks to Mr. Couturier for introducing us to his products made in France and for better understanding the challenges his company faces. Remember: buy French.

THE MANUFACTURE – BEAUNE
20, rue Carnot
21200 Beaune

THE MANUFACTURE – MONTCEAU
10, Verdun Street
71300 Montceau-les-Mines

THE MANUFACTURE – ANGERS
16, rue des Lices
49100 Angers

THE MANUFACTURE – RENNES
1, Rue Leperdit
35000 Rennes

THE MANUFACTURE – SAINT-MALO
8, Grand Rue
35400 Saint-Malo

THE MANUFACTURE – BORDEAUX
40, Remparts Street
33000 Bordeaux

BERTHE WITH BIG FEET – NANTES
20, Pommeraye passage
44000 Nantes

Interview conducted by Le Produit Français.