Lafuma

Lafuma Group overview

Created in 1930, Lafuma is a French-based company; historically a family business specialized on manufactured bags. With the introduction of paid holidays in 1936, the company invented a revolutionary frame for backpacks to be used by people who spend more time enjoying the outdoors.

The development of the company was pursued through its diversification strategy:

* in product range:

* Backpacks and equipment since 1930s (representing 9.7% of the activity)

* Camping furniture introduced in 1954 (representing 13.5% of the activity)

* Clothing since 1990s (representing 64.2% of the activity)

* Footwear released in 2000 (representing 12.6% of the activity)

* in brands by developing a “reference brand” for each market segment which includs Lafuma (33.5% of sales), Millet & Eider (31.3% of sales), Oxbow (25.7% of sales) and Le Chameau (9.5% of sales);

* and geographically with several acquisitions and implementations in over 12 countries (Central and Western Europe, Far East and the United States).

In 2011, the group registered revenues at M€ 249.4 (+1.6%) with 1,928 employees

Corporate structure

Introduction to Industry: How does it work? What stage is the industry at? Is it growing, static or in decline? In what direction is the industry headed? Is it an attractive industry to be in?

Strategic position in the industry and its unique business model: How does it add value? Make/not make money?

Customer Segments

Great outdoor

Snow

Alpinism

Surf

Country

Customer Relationships

Channels

Road-rail and sea are the preferred modes of transport

Deliveries by electric trucks

Value Proposition

A product eco-designed to limit the environmental impact

An approach favorable to innovation and internal mobilization

Easy use, maintenance and repair

Key Activities

Key Institutional Partners

Key Sporting Partners

Lafuma Group business model

Key Resources

Responsible and...