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THE DENIM LEGACY
SUCCESS STORY
REBEL & TRENDY
10 YEARS
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A SUCCESS STORY THE FRENCH WAY 10 years of meteoric rise to the top
Born in 2004 at the heart of the French denim sector in Marseilles, south of France, Kaporal built its image through its jeans, their inimitable cuts and their instantly identifiable details. Over time and with constantly renewed creativity, the label left its mark in all fashion areas, now stylishly clothing men, women from 16 to 35 and children, attracted by a creative and audacious range of clothing at affordable prices. Today, with more than 100 stores and 1,600 points of sale in France and abroad, Kaporal has positioned itself as a major fashion industry player in the countries in which it trades. As we enter our second decade, Kaporal is targeting new goals and is jetting off to new horizons.
Flash and watch!
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A NEW PILLAR Kaporal
2012 2010 2008 2007 2006 2005 2004 Creation of KAPORAL
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Opening of the 1st Kaporal store in Aix-en-Provence
1st Women’s collection
1st Children’s collection
Campaign with Frédéric Michalak. Fly-half of the French national rugby team.
Kaporal in the limelight! Campaign with Didier Drogba. Famous football striker.
Number 2 label on the French jeans market
IN THE STRATEGY spreads its wings
2015 2014 2013 Launch of the new Kaporal Store concept #TAKEMEASIAM campaign JoeyStarr Emma de Caunes Julian Perretta Inna Modja
Spring 2014: Kaporal in the limelight! #TAKEMEASIAM Campaign
Kaporal follows its route! #
A new website
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A digital communication strategy based on influencers
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More than 10 new stores opened
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New concessions
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New franchises
Kaporal celebrates it’s 10th birthday Opening of more than 10 stores including Paris la Défense and Paris Créteil
Implementation of a new strategy: #
Protection and development of Kaporal’s know-how
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Entry of a new shareholder of international calibre, the TowerBrook investment fund
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New management
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Accelerated opening of new stores
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Integrated management of our multi-label customer portfolio
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Internet- and social networkoriented business
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An international expansion
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PRODUCT OFFER Price positioning
Women: Sales breakdown (excluding online sales) OTHERS DRESSES
JEANS
10% 6%
ACCESSORIES
24%
6%
The « Others » category covers: Bermuda shorts, Jackets, Shoes, Leathers, Cardigans, Sweatsuits, Skirts, Swimwear, Cropped trousers, Trousers, Polo shirts, Dresses, Dungarees, Shorts, Sweatshirts and tops.
10%
SWEATERS
19% 11% T-SHIRTS
15% BLOUSES
COATS 70
Women : t-shirts
65 60 55
NUMBER OF PRODUCTS
50 45 40 35 30 25 20
Winter 14
15 10
80
5
75
0
0-19
20-39
40-59
60-79
80-99
100-119
Summer 15
Women : jeans
70
PRICE (€)
65
55
NUMBER OF PRODUCTS
55 50
NUMBER OF PRODUCTS
60
Women : blouses
60
45 40 35 30 25
50 45 40 35 30 25
20
20
15
15
10
10
5
5
0
0
0-19
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20-39
40-59
60-79
80-99
100-119
PRICE (€)
0-19
20-39
40-59
60-79
80-99
100-119
PRICE (€)
PRODUCT OFFER Price positioning
Men: Sales breakdown (excluding online sales) OTHERS SHORTS SWEATSHIRTS POLOS The « Others » category covers: Bermuda shorts, Jackets, Shoes, Cardigans, Sweatsuits, Swimwear, Cropped trousers, Trousers and Dungarees.
JEANS
8% 3% 4% 4%
ACCESSORIES
30%
4% 7%
SWEATERS
18%
10% 12% COATS
T-SHIRTS SHIRTS
Men : t-shirts
60 55 50
40
Winter 14
35 30 25
90
20
85
15
90
10
85
5
80
0
0-19
20-39
40-59
60-79
80-99
100-119
55 50
NUMBER OF PRODUCTS
45 40 35
70
60 55 50 45 40 35
30
30
25
25
20
20
15
15
10
10
5
5
0
0
0-19
20-39
40-59
60-79
80-99
100-119
Men : jeans
65
Men : shirts
60
Summer 15
75
PRICE (€)
NUMBER OF PRODUCTS
NUMBER OF PRODUCTS
45
PRICE (€)
0-19
20-39
40-59
60-79
80-99
100-119
PRICE (€)
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KAPORAL TEAM
Towerbrook TowerBrook Capital Partners LP is a capital-investment company based in New York and London. TowerBrook invests in large and medium-sized companies in the European and North American markets. This investment fund is particularly known for being a former shareholder of Jimmy Choo (luxury footwear) and a current shareholder of True Religion (American jeans label).
Daniel Bernard Chairman French businessman. A Retail Expert, formerly CEO of the METRO label. As a former CEO of the CARREFOUR Group, Daniel Bernard developed the company internationally, steering it to second place in the world retail ranking. In 2009 he became Chairman of KINGFISHER and in 2010 he became Chairman of the Dubai-based Majid Al Futtaim Retail Group.
Laurence Paganini CEO A Retail and E-Commerce professional, graduate of the ESSEC Business School, Laurence Paganini spent most of her career in Distribution, in particular for Carrefour (1997 to 2006). She was then appointed in 2006 at the head of MARRIONAUD, the large perfumery chain, before becoming CEO in 2009 of a major mail-order selling player in the Fashion and Home industries, namely the 3 Suisses, where she successfully reorganised the label around e-commerce and modernised its business in France and in the countries in which 3 Suisses is active. She joined Kaporal in 2013.
Nicolas Lognon Country Manager Wholesale, Franchises and Major Stores 20 years of experience working for major names in the fashion industry. 10 years at CHEVIGNON as wholesale manager responsible for development of mail order selling, department stores and multi-label stores. In 2004, he joined TOMMY HILFIGER as sales director of the Hilfiger Denim line and supervised all of the label’s divisions. This experience helped him acquire a comprehensive understanding of the wholesale, franchise and e-commerce industries on Menswear, Womenswear, Childrenswear, Shoes and Accessories lines. On arrival at KAPORAL in 2012, he successfully led the business model change, the transition from an agent/distributor model to an integrated sales force. KAPORAL.COM | 13
KAPORAL MAKES THE DIFFERENCE Key of success
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High-quality clothing
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An authentic style and rebellious attitude
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Vintage-inspired
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Artisanal know-how in denim
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Audacity and creativity
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Attention to detail
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A full range at affordable prices
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Keeping its denim DNA...
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...and its unapologetic identity
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MORE THAN 1,600 MULTI-LABEL RETAILERS A wide distribution network
#
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I ntegrated management of our customer portfolio, direct in-store orders and deliveries
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A sales team specialised in the textile industry
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5 Showrooms including 1 in Paris, 20 Boulevard Montmartre
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A selective approach to our choice of retailers
3,000 M2 OF MAJOR STORE CONCESSIONS Flagships
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Kaporal at Printemps: 15 concessions
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Kaporal at Galeries Lafayette: 134 concessions
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14 menswear concessions / 1 childrenswear concession
52 menswear concessions / 50 womenswear concessions / 32 childrenswear concessions
1 menswear concession at BHV/Le Marais - Paris
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A NEW RETAIL STRATEGY An accelerated store opening policy
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A new, more denim-focused concept
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Young, trendy and enthusiastic sellers
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Top locations in shopping centres and city centres (Paris la Défense, Paris Créteil, etc.)
NEW STORES BRANCHES
FRANCHISES 2013
CHERBOURG ROPPENHEIM AEROVILLE DIJON CLERMONT-FERRAND JAUDE 2014 NANTES BEAULIEU VILLENEUVE LA GARENNE MARSEILLE TERRASSES BORDEAUX MERIGNAC CARRE SENART MARSEILLE GRAND LITTORAL MONTPELLIER ODYSSEUM QUIMPER TROYES CRETEIL SOLEIL ANGERS ESPACE ANJOU TOULOUSE PORTET PARIS LA DEFENSE STRASBOURG LES HALLES
LE MANS VERDUN ROUEN ST SEVER VANNES
SARREBOURG REUNION ST LEU REUNION ST PAUL
73 59 54 47
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19 5 2007
8
8 1
2008
27
30
16
4
6
2009
2010
2011
2012
2013
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KAPORAL 3.0 A new e-commerce website
A more modern ‘image’ website, built in responsive design and highlighting our excellence in denim.
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WEB to
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Youtube
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2015 Extend Denim
The Extend Denim Jean by Kaporal is more than a pair of jeans! It offers total comfort while still looking good. #extenddenim
Flash and watch!
Flexibility Fabric that exes with your every move, but with a denim look!
Comfort Zero restriction! It allows full range of movement with no pinching or tightness!
Smooth lines No more muďŹƒn tops! Just smooth, sexy curves in complete comfort.
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INNOVATION #ConnectingJean
The French Tech start-up company, BUZCARD, and Kaporal have come together to create the best in French innovation : the CONNECTING JEAN
F l as h
THE 1ST PAIR OF JEANS that connects you! Flash and watch!
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CONTACTS
Head office KAPORAL 20 Boulevard Ampère 13014 MARSEILLE FRANCE Tel.: 0033 (0)4 91 81 00 10 E-mail: contact@kaporal.com
Showroom Paris KAPORAL 20 Boulevard Montmartre 75009 PARIS FRANCE Tel.: 0033 (0)1 46 84 87 40 E-mail: contact@kaporal.com
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