After having enchanted the French last summer, this brand of accessories, shoes and tricolor clothes quickly disillusioned. The difficulties have accumulated, putting it in danger. But she was finally saved in early July.
It is the eventful story of a fashion brand that crosses generations and centuries without ever losing its popularity. Unmissable French ready-to-wear, the one who was born in 1882 in Romilly-sur-Seine was (re) knowing thanks to her emblematic animal, allegory of France since its origins. We appreciate it for its sports or style sneakers, its timeless clothes and chic sportswear, its polo shirts worthy of the preppy clothing style or its identity a bit Chauvine – to such an extent that we all have at least one piece scratched in our dressing room. Sporty, she stamps the official accessories, shoes and jerseys of the rugby team and those of the Olympic and Paralympic Games. All French people thus tear the mark during the summer period T-shirts, polo shirts, sweatshirts, pants, jogging are worn to support the national team.
But as she proudly sits on all bibs and seems to be at the top of her glory; Keeping out of sight, it’s a whole different story that unfolds. All smiles in front of the camera, she is very bad … The back of the medal. The Olympic Games of Paris 2024, supposed to restore visibility and success to the French brand, are in reality a poisoned gift: they aggravate its financial difficulties and finance a black series started in the 90s. You will have understood, this brand is none other than the sports rooster.
After having registered the joys of international influence during the Olympiads, she therefore ended up sinking two months later, in November 2024; His parent company Airesis requests his investment in receivership. However, last Friday, after eight months of total vagueness, the hope is reborn: the Paris economic activity court validates the resumption of recovery brought by several seasoned businessmen. Among them, Dan Mamane, known for having straightened Conforama in Switzerland, or even Alexandre Fauvet, ex-leader at Lacoste and associated co-founder of Fusalp. A recovery which allows in particular “Maintaining 201 posts” Of the 300 threatened.
They are chosen from the project presented by Xavier Niel, Teddy Riner, the Iconix group – holder of Lee Cooper or Umbro – and Marc -Henri Beausire brands, current boss of Airesis. Their strategy? “Consequently assert itself as a reference of style and French sport”. Their goal? Generate 300 million euros by 2030. Case to follow …
