This Angevin's socks are walking on the right foot
Regis Gautreau is at the head of the Angevin brand " Berthe aux grands pieds ". His success in France and abroad does not prevent him from continuing to explore the markets all summer long.
"In reality, she didn't have big feet but a disabled foot!" Regis Gautreau talks about Berthe, Charlemagne's grandmother nicknamed Berthe au grand pied. For his sock brand, he chose to appropriate her nickname but in the plural. "I was lucky that no one had registered the name before. A brand, to be relevant, must be memorable in a second."
Twenty years later, the bet has paid off for this Angevin company. Today, Berthe aux grands pieds has 1,300 points of sale and is an international success in both the United States and Asia.
Markets for laboratory
To test his creations, Régis Gautreau has an unstoppable tool: the market.
"It's a real laboratory. I get direct feedback from consumers." That's why he crisscrosses the Loire-Atlantique coastline all summer long: Piriac-sur-Mer, Quimiac, Le Croisic and Le Pouliguen. Régis is comfortable in his role as a small business owner and it's obvious at first glance. When passers-by stop at his stand, he says to them with a smile: "Rip me up." Those who already know him stop to chat about anything and everything. "I have girlfriend-customers like many others," he explains between conversations. New ones are tempted by a pair of socks after a passionate speech by Régis because he is the best advocate for his brand.
"Psychologically it's expensive. But Berthe is also quality. When you test the quality, you don't want to go down." A pair of socks costs around €22. "But they're not expensive because they don't wear out!" explains Joëlle, a regular. On the advice of a friend, a summer visitor left with a sweater and three pairs of socks in the middle of July!
On paper, Régis' ideas seem crazy. The market is generally not the place to sell high-end products, especially for a brand that doesn't have sales. "My father told me to go left when everyone else was going right." When Régis started the Berthe aux Grands pieds adventure ten years ago, made in France was not as fashionable. However, he teamed up with the Perrin factory in Saône-et-Loire to make his socks.
When he wanted to start making sweaters, no one believed in it, not even the Royal Mer company in Loire-Atlantique, with which he joined forces. The result? It was a hit. "You have to avoid preconceived ideas and live in the moment." For him, the success of his small French production lies in the quality of his products. Stocks are sometimes limited: "We make ourselves desired," he laughs.
The technique seems to be bearing fruit in any case. After socks, Berthe aux grands pieds has launched into tights, knee-highs, scarves, mittens and even sweaters. Soon, shoes and glasses will be added to the shelves.
Berthe will be able to dress us from head to toe.
Marine LANGLOIS.
