Made in france relocalisation : retour d’expérience d’Aigle

How a historic brand transformed a crisis into an opportunity through relocation, innovation, and a strong ESG commitment. A case study with Jérôme Vaugouin (VP Global Operations, Aigle) and Henri Thiercelin (Director of Operations & Performance Strategy, KPMG). When a pandemic saves a brand “In 2020, Aigle was on the brink of collapse: a 25% drop in sales, threatened expertise, and production relocated to China. Then Covid hit. Thanks to the French people’s ‘call to nature’ and explosive demand (sales up 46%), the brand not only survived but reinvented its model: partial relocation, ESG commitment, and becoming a purpose-driven company. A success story where crisis rhymes with resilience and reindustrialization.” » 📌 The Keys to Aigle's Transformation 1. The Turning Point: Covid, a Trend Accelerator Figures: 2019-2020: -25% sales (declining sales of boots made in France). 2020-2021: +46% growth (post-lockdown "back to nature" effect). 2023: 100% of demand met (compared to stock shortages in 2021-2022). Strategy: Ride the trend: The French want local, sustainable, and French-made products. Relocate children's production (historically in Asia) to France, with a new design and eco-responsible materials. 2. The Challenges of Relocation: An Uphill Battle “Relocating is like assembling IKEA furniture without instructions: you know it’s possible, but it takes time, tools, and a willingness to swear a little.” — Henri Thiercelin, KPMG Issues: Emerging Expertise: Master shoemakers were retiring without passing on their skills. Costs: Producing in France costs 35% more than in Asia (goal: reduce this gap by 2027). Recruitment: 70 positions created in 2 years, but 330 candidates interviewed (high turnover: 1 in 5 recruits stays). Ergonomics: Physically demanding job → musculoskeletal injuries → Use of an ergonomist to optimize movements. Solutions: In-house training program: 7 weeks of training + 2 years of support. Process optimization: Reduction of labor costs (targeted at -35% by 2027). Public support: France Relance (France Recovery Plan), regional subsidies, and support from ADEME (French Agency for Ecological Transition) (decarbonization). 3. KPMG's role: Architect of relocation "Our mission: to transform a declining factory into a model of sustainable competitiveness." — Henri Thiercelin 3-step methodology: Strategic framework: Alignment with objectives (e.g., maintaining production in France). Constraint assessment (costs, expertise, market). Modeling and scenarios: Simulation of financial impacts (business case). Roadmap with macro-planning. Presentation to stakeholders: Validation by the Executive Committee and shareholders. Identified levers: Process simplification (less waste). Product portfolio: Focus on profitable, made-in-France models. Targeted outsourcing: Keeping core business in-house. 4. Results: A rejuvenated and competitive brand Figures: 100,000 pairs/year produced in France (2023). Cost reduction: Target -35% by 2027. Rejuvenated image: New products: Lifestyle boots (urban, breathable). Employer brand: The company's mission-driven status attracts young people (ESG commitment). Trends observed by KPMG: Relocation to France on the rise (positive balance since 2021). New models: Greenfield (new factories), short supply chains, personalization. Inspire action, inform decisions 👉 Find the interview on agoramanagers.tv An Agora Managers Group event. Agora Managers Group: a unique ecosystem designed to offer tailored support to managers in public and private companies. Built on four pillars: clubs, media, events, and training. Our ambition: to help managers adapt to changes in their professional environment and contribute to the transformation of their organizations. Networking-Media-Training https://www.agoramanagers.fr/