France 3 Régions – A company in southern Charente keeps an old shoe wax manufacturing tradition alive.

"We primarily use vegetable, mineral, and animal waxes, which are melted in a solvent before being colored. The products' shine comes solely from the waxes used; no additives are added," explains Brigitte Terrien, a chemist at the company Avel.

For forty years, the company has specialized in manufacturing luxury shoe polishes. Based in Magnac-Lavalette, in the Charente region, it is the world leader in shoe wax. You may be familiar with one of its flagship brands, Saphir, which is used by prestigious clients.

Its success is due to a century-old recipe. "You have to adhere to the temperatures, as well as the mixing, melting, and resting times—all of which are crucial," details Brigitte Terrien.

Every year, five million products leave this factory. They are then sold in nearly 75 countries around the world. According to Marc Moura, President of Alma FRC, one of the company's strengths is that it has remained family-owned :
 

We are currently in the third generation, and the fourth is getting underway. We have long-standing operational strength, so there is still immense potential for growth. We plan to double our revenue over the next five years.

The company is inaugurating its new 6,000-square-meter facility - dedicated primarily to logistics - this Monday, June 25. It employs 150 people worldwide, including 36 at the Charente site.

Link to the article : https://france3-regions.franceinfo.fr/nouvelle-aquitaine/charente/angouleme/societe-du-sud-charente-perpetue-vieille-tradition-fabrication-cire-chaussures-1500823.html