The floating jerseys of the Niçoise Plouf brand in the deep phygital bath
The story of Plouf and its leader Alain Belkadi is a perfect example of serendipity;this ability to make an unexpected discovery by chance and to grasp its usefulness.Explanation.We are in 1999: the Niçois has been directing Greystone for twenty years, a company specializing in textiles for mass distribution.During a professional trip abroad, he comes across a lot of hollow synthetic fibers - From polyethylene with compensated density - usually used in thermal insulation "but a handling error - we had injected too many microbubbles of microbubblesAir-had made it unusable, good to throw away, "he recalls.
For children in priority
If it is only by reading the test report carried out in the laboratory, the entrepreneur immediately perceives the exceptional properties of flotation.He then imagines superimposing several layers sewn with each other like a mattress he will integrate into a swimsuit.Its target: children.Easier, however, to imagine than to do... S’ensuivent alors deux années de R&D "et d’échecs pour comprendre comment faire flotter un corps humain".And that's how the fiber is born.
If positioning the fiber mattresses in an adult jersey is relatively easy - "you can float an elephant", assures Alain Belkadi -, it is different for those intended for these dear little blond heads.
By dint of pool tests, the product is validated, standardized and declined in three sizes From 17 to 24 kg."We worked with the Critt, [testing laboratory endorsing aid for buoyability, editor's note], and we had standard 01 because there was no European standard for these products."And the manager to specify:" We float a weight and not an age and the fiber is placed differently in each jersey."Models intended for younger toddlers (From 13kg to 15kg, about 30 months) will follow a few years later.Despite repeated requests From customers, out of the question for the entrepreneur to offer a jersey for babies who "do not have the necessary motor skills and must remain in the arms of their parents".More than flotation, "the added value of our concept is to allow children to be able to lie down in the water and learn to swim."The innovation being ready in 2000, Alain Belkadi directly offered it to its historic large distribution customers before preferring them in 2005 Decathlon.A partnership that will cease ten years later in favor of Intersport when the sports brand decides to develop a floating jersey under its own brand.In parallel, the president of Greystone widens the range with adult jerseys, a floating beach towel is designed followed by a jacket and pants for sailing, backpacks, anti-UV SPF 50 bobs…In total, these are seventeen product categories, "all responding to European standards", he insists.
Phygital model
His business model is nevertheless undermined by the COVVI crisis."I am From the old school," he readily admits.So he uses his daughter Sandy Niddam to review her distribution model and build a solid digital strategy."Marketing, communication, we started again at scratch and it is a new era that opens," confirms the interested party who plunges into the universe of Plouf in full pandemic.The development axis: phygital with the launch of a merchant site, a strong presence on social networks in order to convey the values of the brand and influence marketing: "We are in direct contact with customers that the'We advise and have established partnerships with micro and macro-influencers, such as Julia Paredes [known for her participation in the Mamans and famous reality TV show, editor's note] ", specifies the young woman now assisted by two collaborators.On its roadmap, there is also the development of online distribution as the agreement signed in 2020 with the specialist in games and toys for babies and children Oxybul.Phygital obliges, physical presence is not forgotten with a deal with Center Parcs: "Our products are present in their shops."The brand is also exported" via agreements with our distributors.We are thus in airports in Thailand or in the United Arab Emirates, in the Antilles and in Israel which takes care of the entire Middle East zone ... "
Stay in Sandy Niddam to dive into pools of pools or swimming federations, French and foreign.One of the many Plouf targets."The site is huge," she admits.Digital is "a necessity to integrate into our activity which will allow us to easily consider an increase of 200% of our results by 2024", resumes his father who remains silent on the turnover targeted.
Plouf which relies on the eight employees of Greystone for back office and logistics-1.000 m2 of warehouses in Carros-releases these days a range of anti-UV SPF50 clothing for toddlers From 6 months to 4 years old in the same colors as the floating swimsuits of their elders already in the deep bath.> plouf.Fr
