#33 Guillaume Darrousez, CEO of Petit Bateau (Kids Apparel Brand)

You might know Petit Bateau, a leader brand on the kids apparel market. This week we’re meeting with Guillaume Darrousez, the CEO of Petit Bateau. He was previously working in the Groupe Rocher which owns the brand and came with a vision at the head of it.  The blue boat tag is certainly something you have seen in your surroundings for one reason: Petit Bateau is known for its children’s long lasting products. But Guillaume has set even higher standards in terms of sustainable strategy. If quality goes hand in hand with sustainability, it is also coming with real improvements on the environmental and social responsibilities. Among the brand’s goals : using more organic cotton, being certified B Corp, but also having an impact on children’s education regarding nature awareness.  In this episode, Guillaume is giving us the details of their strategy. He proves us that a sustainable change within a big company is possible, it is just a matter of will and action. CONTENT TO FIND YOUR WAY IN THE EPISODE 0:55 : Guillaume presents himself1:50 : About Petit Bateau 2:50: Why did he join Petit Bateau ?3:45 : The key figures4:40 : What is his definition of sustainability ?7:10 : How do they create sustainable products ?9:25 : How do they manage to make the product still desirable ?10:35 : What is a sustainable material ?12:25 : How do they involve their customer in their after life product philosophy ?13:55 : How to make money out of a circular model ?14:50 : Why want to be certified B Corp ?16:30 : How long do they give themself to become B Corp ?17:30 : How do they connect children to nature ?19:35 : Why did they rebrand the platform ?20:55 : What is going to change for their collaborators ?22:15 : The challenge of producing in France24:15 : The proportion of production between France and Morocco25:20 : His biggest challenges 26:50 : How can we accelerate the sustainable revolution ?30:30 : What does Guillaume want to close the door to in our industry ?30:45 : What does he look out to get inspired ?31:10 : What is the last piece of clothes he bought ?31:20 : Who would he like to listen to in this podcast ?32:15 : What makes him optimistic for the future ?32:40 : His opinion on big companies opting for sustainable strategies  KEY LEARNINGS« Every time we design a product, we think about how it can be passed on from child to child. We want it to last five lives. »« I am convinced we can do better on the education of children, it is our job to do it. »« The quality of the product is not enough. We want to incorporate the circular element and push it to a higher level. »« The fact that some people produce in France is not a matter of economy. It is more about the know-how, being closer to the customers, understanding the customers and protecting what we have socially speaking. » WHERE TO FIND PETIT BATEAU :https://www.petit-bateau.com Groupe Rocher : https://groupe-rocher.com  TO SUPPORT SMART CREATION THE PODCAST Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast. To know more about Smart Creation and Première Vision https://www.premierevision.com/fr/ See acast.com/privacy for privacy and opt-out information. Hosted on Acast. See acast.com/privacy for more information.