Les Echos – Avel makes Saphir shoe polish shine in export markets

Avel is set to celebrate a double anniversary just months apart: twenty years since its inception and ten years since its relocation to the countryside - specifically to the small Charente commune of Magnac-Lavalette. Founded in 1977 by Alexandre Moura (now sixty years old), the SME - which has 46 employees, a turnover of 27 million francs (25% of which comes from exports), and a net profit of 650,000 francs operates in the broad sector of maintenance products. It markets six brands (Saphir, Avel, Louis XIII, Flambo, Tolémail, and Hussard) that have been either created or acquired over the years.

The best-known of these is undoubtedly Saphir, which specifically its "Médaille d'Or" line accounts for half of Avel's sales. Thanks to Alexandre Moura’s decision to target the high-end market thereby distinguishing the brand from products offered by multinationals like Sara Lee 75% of the shoe polishes manufactured in Magnac-Lavalette are exported not only within Europe but also to the United States, Canada, and Japan. They are also sold under the names of renowned shoemakers such as John Lobb, Weston, and Paraboot. This success stems from the quality of Avel's products, its ability to manufacture in small batches, and its extensive color palette, which includes over 50 shades. Every year, three or four new products are introduced, featuring unique options such as silver, pale gold, or "Hermès red" polish.

While remaining loyal to the network of luxury cobblers, shoemakers, and leather goods specialists, Alexandre Moura nonetheless agreed to have his shoe polishes stocked in a selection of 40 Prisunic stores. However, he insisted that they be sold under a new brand - Le Capitole - and that the formula differ from the one marketed under the Saphir brand.

A smooth succession

Today, however, the Charente-based SME relies for its expansion primarily on its presence in the market for upholstery leather care products (accounting for 20% of its revenue, under the Avel brand) and products designed for wood, tile, and metal surfaces (30% of sales, mainly under the Louis XIII and Tolémail brands).

The Avel range is also expected to be available at Castorama soon, which will give the business a significant boost. Alexandre Moura is a firm believer in the growth of the DIY market - particularly in the area of leather sofa restoration, given the large and aging stock of such furniture resulting from the promotional strategies employed by specialty stores.

"If we successfully break into major home-improvement chains and continue expanding our exports at the current pace, our revenue will double over the next five years," calculates Alexandre Moura - who is all the more at ease because, unlike many of his fellow SME owners, his succession is already secured. His son Marc, thirty-three, currently the managing director, is ready to take the helm.

MARGUERITTE LAFORCE

Link to the article : https://www.lesechos.fr/1996/09/avel-fait-briller-le-cirage-saphir-a-lexportation-841247