It is a marriage that may surprise: the e-commerce site Spartoo announces that at the end of 2020 it has bought the brands JB Martin, Christian Pellet and Un matin d'été, after the liquidation of the JB Martin group.
In fact, it's been three years since Spartoo developed a portfolio of footwear brands.
"We will invest 2 million to redeploy these three high-end brands, so that they achieve 25 million euros in turnover in five years, against 15 million in 2019
," said Boris Saragaglia, CEO of e- trader who achieved 190 million turnover last year.
We will be working with department stores and independent retailers. ”
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This buyout goes hand in hand with Spartoo's strategy, which is to build relationships with independent traders, the majority in this sector.
The company has created a marketplace, where 250 merchants are already registered.
It also offers them cash register software.
Enough to reach consumers in omnichannel (physical and digital), the new holy grail of commerce.
As a result, Spartoo no longer considers it necessary to further increase the number of its own stores (8).
But this reorientation also follows the failure with André.
Bought by Spartoo in 2018, the famous shoemaker filed for bankruptcy in spring 2020, before being taken over by a former manager.
“After the takeover, we suffered from the“ yellow vests ”, strikes and confinement.
We ran out of time to straighten André, ”
regrets Boris Saragaglia.
In a footwear market where sales should have fallen by 20% in 2020 in France, Spartoo is profitable thanks to its web orientation, its internationalization (50% of sales) and its diversification towards ready-to-wear (20% ).
