Despite a difficulty recruiting, the fashion brand wants to increase its production in the Ingest-sur-Vienna factory.
This is an unexpected effect of the crisis due to the Pandemic of Covid-19. Rain boots are experiencing real success. Eagle observes that its sales of rubber models are up 46% since the beginning of 2021. “The market was falling 20% in 2019,” says Sandrine Advisor, Executive Director of the loan brand-to-wear, Subsidiary of the Swiss Group Maus Frères.
Why such a rebound? Everywhere in the world, after months of confinement, “the call of nature” was felt, considers the leader. The desire to walk in large spaces has supported sales of outdoor sports products. And she also prompted the French to chausse rubber boots. Left to wear them “in the city”, a behavior whose women are fond of, to believe M me advise. The bias to buy Made in France pushed consumers to choose the models of the hexagonal brand. So much so that its factory installed with Ingrandes-sur-Vienna (Vienna) has trouble responding to the current demand.
The phenomenon encourages an eagle to repatriate part of its production of children’s models in France. This line is currently produced in China. The first pairs of the French Lolly, a model sold 65 euros, are getting out of its factory. “By 2023, 50% of our children’s boots models will be produced,” says the executive. This volume will fuel the European brand market, while its Chinese supplier will continue to supply Asian stores, which account for 50% of its turnover.
280 million euros of sales
This relocation is supposed to reduce the carbon footprint of the manufacturer in Europe and Asia, reducing the transport of goods around the world. Eagle – The brand with 280 million euros of sales is in full stylistic revival to become eco-friendly and reach 500 million euros in the medium term – says reply to its new environmental line of conduct.
In January, the brand became a company at mission. Its raison d’être is now to “allow everyone to live fully experiences without leaving other footprints than those of his steps.” Despite this marketing formulation, this change of status is a “radical turning point” which, according to M me advise, “requires courage” at all levels of the activity. One of the big challenges is local production in the Ingridge factory.
Eagle must hire 80 people on this site built in 1967 which employs 200 people. Despite a situation in a complicated pool of employment by the closure of the Poitou foundry, in July, “it is very difficult to find” candidates, “she says. The executive by the Prime Minister Jean Castex on 27 September in Châtellerault (Vienna) when presenting the recruitment tension reduction plan. The problem would not be in the “training” or “in the wages” practiced within the plant, according to M me adviser, which specifies that a master rubber is paid for the SMIC. The company is particularly confronted with the difficulties of the tricolor industry, whose “manual trades are not sufficiently valued”.