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Endpoint: Coup De Coeur



created on: 7/12/2023
by: bob (9354)
 
 

Brand properties

General info :
Coup De Cœur was a French brand of sleepwear and clothes created in 1983 by the French duo: Alix de Riberolles and Jacques Loyer.
Alix de Riberolles served as founder and stylist till 1991 while Jacques Loyer served as president till 1991
The company behind the brand saw its turnover grow in five years from 2 million French Francs to 150 million French in 1988. The company had 80 employees.
The exponential curve would lead the two young entrepreneurs to join forces with Devanlay, European leader in knitwear (turnover: 1.8 billion FF) in 1989. Devanlay takes a 34% stake and Coup de Coeur retains ownership of the brand and creative activity. At that point the manufacturing and marketing of adult clothing will be carried out by a new company, Coup de Coeur Diffusion, 66% owned by Devanlay and 34% by Coup de Coeur.
Jacques Loyer remains general director of both entities.
Coup de Coeur, like all rapidly expanding companies, supports a growing working capital requirement: in this fashion niche, stocks are constantly replenished. Thus financial costs were almost going to suffocate the company and profitability remains modest, less than 2.5% of the turnover in 1988!

Jacques Loyer did not have the means to invest in the services of an advertising agency, but demonstrated
imagination to design a completely original advertisement: "carry out operations of"communications-spectacle" which are taken up by the media". The "exhibitionists Coup de Heart" were a memorable hit. When a horde of individuals furiously chased passers-by in the street, dressed in a simple raincoat which they open wide to reveal
their Coup de Coeur underpants. That impresses!". Other low cost operations followed: for April 1, Coup de Coeur had dressed all the statues in Paris with his underwear: the Pont-Neuf packed with Christo was dressed by Coup de Coeur using spotlights, etc.
These few examples demonstrate the fact that the commercial policy of the new business does not in all cases require significant financial investments. They must, however, be planned and financed.

By 1991 both founders left the company so presumably production was halted around that time.
Relations :
Founded by [1983] : Alix de Riberolles
This endpoint is new to the database, please check he (it) is not in with a similar endpoint name association (and use the ENA function if necessary).
Founded by [1983] : Jacques Loyer
This endpoint is new to the database, please check he (it) is not in with a similar endpoint name association (and use the ENA function if necessary).
Source :
ENA's

Comics

(1 items)

Item number : 60713

Submitted by : bob (9354)
on : 07/12/2023
Refined by : bob (9354)
Last updated on: 07/12/2023