Le Tanneur boosts e-tail efforts ahead of Paris flagship opening

By the end of this year, French leather goods brand Le Tanneur will open a new store in Boulevard de Capucines in Paris. The store is set to become “Le Tanneur’s new flagship, and will include a customisation atelier,” said Nicolas Gibert, Le Tanneur’s new managing director, without adding further details about the opening.

Gibert, who took charge of Le Tanneur in April, intends to push ahead vigorously with the strategic plan deployed by the brand a few years ago, underpinned by three main elements: a more upmarket positioning, export sales growth, and e-tail acceleration.

Le Tanneur was founded in 1898 and currently operates some 30 stores and retail corners in France, generating 25% of its revenue through its e-shop. “We have re-organised our staff to expand the e-tail channel,” said Gibert.

Le Tanneur will focus on e-tail to grow its export sales, which currently account for 20% of the total. Especially in the U.S., a key target market for the brand, where it has opened a dedicated e-shop. “[The U.S.] is a market where Le Tanneur is growing strongly. Our collections have been redesigned, introducing more vibrant, colourful products, and are highly appreciated by U.S. consumers,” said Gibert.

E-tail is also the channel of choice to expand Le Tanneur’s business in Asia, notably in Japan, South Korea and China, “where [the brand] doesn’t have enough of a presence.” Another channel targeted by Le Tanneur is travel retail, virgin territory for the brand. At the end of September, the brand will exhibit at the TFWA trade show in Cannes, specialised in travel retail.

On October 26-27, Le Tanneur and its parent company Le Tanneur & Cie., which operates various factories in France where some of the brand’s items are produced, will take part in the Made in France exhibition scheduled at the Elysée Palace in Paris.

Ever since Le Tanneur & Cie. (which also produces for third parties) was delisted in November 2022, the brand has stopped publishing its financial results. According to the results filed by the company for fiscal 2023, Le Tanneur generated a revenue of €27 million, on par with the previous year.