More than a century after its beginnings, in 1890, in Savoie, the Opinel brand has just opened a new small shop in Annecy, where buyers flock in number, on this Saturday in early September. Knives with blades engraved with the Crowned Hand – notably symbolizing the former Duchy of Savoy – sell like hotcakes.
“Our brand has been growing strongly for fifteen years and, until now, we have been able to follow, says Luc Simon, deputy general manager of the company. But there has been a big acceleration for two years, supported in particular by the craze for hiking or for table knives. »
The demand is such that in Chambéry, where the manufacturing plant is located, or in Annecy, some shop displays are empty. As for the brand’s website, it displays many items unavailable. “We tick all the boxes of the major consumer trends, justifies Françoise Detroyat, the marketing director. These are products made in France, and they are durable, robust. »
Overseas Views
Whether “the French market continues to develop well today”, the brand, which is aiming for 33 million euros in turnover in 2022, has its sights on foreign countries. Already distributed in the United States and Germany, the Opinel brand wants to expand to the rest of Europe, but also to Asia. However, it is out of the question to consider multiplying the places of production. The company there is ” no interest “, considers Françoise Detroyat.
“Our priority is sustainability more than absolute growth”abounds Luc Simon. “The Opinel family wants to continue to manufacture everything in Chambéry”, add Mme Detroyat, since the Opinel knife has become “an ambassador of Savoy all over the world”. “Especially since we are extremely efficient thanks to industrial mechanization and automation”, says the marketing director.
In Chambéry, new machines are being installed in the factory to meet demand. And management is looking for the company to become “more attractive as a recruiter”. Wage increases and the possibility of teleworking are already planned. In fifteen years, the company, which now has 160 employees, has doubled its workforce.