"French brands have great potential in Canada".
Are Canadian consumers interested in French products?
Solange Strom - When I launched the L'Occitane brand in Canada in 1999, it was obvious to me that the emphasis should be on quality French products. Today, I think that's even more true because Canadians' tastes have become more refined. French brands have great potential in Canada, particularly in Toronto and Vancouver.
Why did you sell l'Occitane in 2010?
S. S. - Because I'm more interested in the process of launching a brand and finding customers. I'm convinced that there's a good market for quality products from France, but you can't hesitate to take risks, for example by opening shops in strategic areas, even if it means a considerable investment.
How do you approach the Canadian market?
S. S. - With humility, an open mind, and above all by adapting. For example, launching a low-cost clothing brand, which is what we see a lot of here, doesn't seem very sensible to me personally. I would say that you shouldn't arrive with preconceived ideas and that you need to get to know your consumer. Canadians tend to be more attracted by the quality of a product than by its brand. Moreover, they need time to think before doing business. But once they've been won over, they're also very loyal customers you can count on.
