Marie Valois, the French women’s golf apparel brand, has overhauled its business to deal with shrinking sales in the French golf market and in other European countries. It wants to broaden its range but move away from the European market.
After several years of decline, Marie Valois was acquired last year by Lionel Provost, who specializes in organizing golf events. But only a few months later, French golf retailers were stunned to learn that the company would not sell any Spring 2009 range. Céline Fallet, who acted as the company’s general manager at the Golf Europe fair in Munich, confirmed that she left the company a few weeks later, along with its sales manager. Meanwhile, the Marie Valois store on Rue Brunel in Paris was empty and increasingly dusty.
However, Grégoire Provost, son of Lionel, issued a statement last month indicating that the new owners had decided to rethink Marie Valois by widening the concept to what they describe as outdoor chic. Furthermore, they have decided to focus on other markets, by opening an office in Hong Kong and sealing partnerships in South Africa, Turkey and South America, where the company is expecting faster growth.
A little confusingly, however, the statement adds that Marie Valois will launch a range of rainwear in April 2009 and that it will set up a showroom at the Nantes golf club, which is owned by Lionel Provost. Products are also available at the Paris store of Peter Fleming, which was once a leading French brand of golf apparel. A range of women’s cashmere pullovers is available on order.
The statement raised yet more questions about Marie Valois herself, who launched the brand in 1987. She remained at the company as a designer after it was acquired by Provost. However, the statement issued by the owner says it has launched a competition to find new designers for next year’s ranges. Provost was unavailable to provide details.
