IN SHORT

A French family-run business

Gémo is a family affair. Our name is a contraction of our founders’ first names: Gérard and Simone Biotteau. Our business is about designing clothing and footwear for every family, taste, body shape and age. Fashion that’s accessible to all, produced in a responsible way that gives our planet the respect it deserves.

THE PROJECT 

HORIZON 2020

At Gémo, the customer (really) is king

 

A brand that makes fashion accessible to all without sacrificing the quality of its products or customer service is what we are and what we want to be. Partnerships are at the heart of our identity, forged over time with our valued suppliers. We want to serve and satisfy our customers the way they are—not how fashion wants them to be. To achieve this, our corporate project “Horizon 2020” channels all our energy in one direction: customer intimacy.

INNOVATION

THE BRAND

Our expertise


Bringing clothing and footwear together: since 1991, we’ve been developing a “single retail” concept to dress our customers from head to toe. We design the clothing and shoes we sell ourselves—we are a company of ‘doers’. Our managers and customers all play their part in designing our collections. Inside our style office, around 150 staff (including product managers, designers, graphic artists, pattern makers and quality controllers) are working hard to create our contemporary clothing and footwear lines.

Their talents? Understanding, identifying and interpreting the latest fashion trends down to the last little detail, while constantly monitoring them to stay one step ahead and developing an awareness of how to make them accessible to all body shapes.

We fully embraced digital in 2010. It allows us to transcend “physical” limits to serve our customers even better. Multiple points of sale and autonomous teams: far from rendering human relationships virtual and cold, technological progress has revitalised our stores and strengthened human ties. The pivotal role played by our sales consultants is turning our stores into vital hubs and the focus of the customer experience.

Digital means a better consumer experience


Customer satisfaction is our primary objective. Digital technology offers such a wide range of choices that customers are now focusing on the products and services that are genuinely useful to them. This is why we are moving towards a new “omnichannel” path to purchase. It is a more practical, digitised approach, with the web complementing the in-store offering.

Now, our customers have a wide range of shopping options and can easily pass from web to store and vice-versa. And we also offer “phygital” services that make life easier, such as real-time access to store inventories, payment in the fitting room or using the sales assistants’ tablets, e-reservations and in-store ordering from the e-shop. This combination of screens and sales consultants is a dream team made to serve you! And you will always find what you’re looking for.

Key figures

Stores, of which 27 are overseas or outside of mainland France

Employees

th largest retailer of personal goods in France

 

Products per year

5M

Customer-members of our loyalty programme

Store openings per year 

Audacity, innovation, agility, simplicity and passion

Our values

Low prices, but not at any price. At Gémo, our priority has always been to offer fashion at a fair price—which isn’t always the lowest price. We want to create and sell clothing and footwear at affordable prices without ever sacrificing quality. For us, it’s a question of respect.

So, we tasked our creative and quality control teams to work hand in hand to align these two priorities. Audacity, innovation, agility, simplicity and passion are our fundamental values, embodied by each of our employees. In our stores, our fashion consultants are trained to support our customers, and this is true at every level of the company.

 

We pay special attention to our customers’ needs, wants and expectations. Each member of this participatory community is welcome to be part of Gémo’s design, production and retail process. The keenest members can be directly involved in workshops to help design our collections, while others can see their suggestions for changes to our stores become a reality. This community helps us to develop genuine and sincere relationships of trust. We are constantly striving to maintain them, as they permeate everything we do and strengthen our ties with our customers, partners, employees and suppliers.

Our history

Our family-run company was established in the early 1990s in the heart of the Mauges region (Maine-et-Loire), where our head office is located. This region has long been associated with the footwear industry thanks to the success of companies like the Éram Group—to which we are proud to belong and whose traditions we uphold—making sure that everyone can find their perfect product. Every day, we endeavour to create fashion that people can identify with, whatever their age, body shape or point of difference.

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Governance

Our management team features a rich blend of profiles, experience and complementary skills. Headed up by our CEO Hubert Aubry, who knows our business inside out, it is driving the company forward through continuous development. This growth is not only apparent within France via the multiple distribution channels that now exist, but also internationally. The driving force behind everything we do—which guides the way our teams are put together and our strategic choices—is customer satisfaction.

HUBERT AUBRY
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HUBERT AUBRY

CEO
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I am looking to foster an ongoing climate of trust and harmony so that our employees have the space to express themselves, which is vital for showing initiative, being agile and enjoying their work. Everyone must be able to take the decisions needed to drive our business forward and satisfy our customers with a caring, sincere attitude and a sense of responsibility.The cement that binds us together is our strong belief in the same values. I have been part of Gémo since 1995 and am extremely proud of the commitment shown by our staff all over the world.
ALAIN PARÉ
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ALAIN PARÉ

Director of Human Resources and CSR
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Growing in confidence is one of the issues that we have set ourselves. For that, the company must help everyone by facilitating the path and allowing him to open, to learn and to support what is rich. An exhilarating journey that allows to find within yourself all the elements that help to become better !
DAVID BOUILLER
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DAVID BOUILLER

Product and Services Director
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I am proud to lead a great team of genuine experts. The Product and Services Department includes designers, graphic designers, pattern makers, collection managers, buyers, planners, assistants and visual merchandisers, as well as experts in sourcing, quality and compliance. They are all focused on customer satisfaction and offering our customers fresh and accessible everyday fashion. A 360-degree view of each role and a cross-functional approach are vital, as are consistency, agility and responsiveness. We have our sights firmly set on the future with our responsible “Mieux by Gémo” collection and are sending a clear message - in the field of inclusive fashion, for example - both with our footwear and our clothing.
XAVIER DOR
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XAVIER DOR

IS Director
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The DSIO (Information Systems and Organisation Department) helps Gémo to successfully embrace technological, digital and organisational change. As one of the brand's key areas of focus, information technology makes it possible for us to offer customers innovative experiences in-store, online and even between the two thanks to phygital (digital in a physical store) and omnichannel technology. It also helps us make high-performing ways of working a reality for our employees in operational departments by providing them with solutions that are increasingly based on the latest software tools and best practice in the retail, fashion and IT sectors.
ELSA BRÉDA
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ELSA BRÉDA

Omnichannel Customer Director
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Being connected to our customers at every stage of their journey is the main mission of the omnichannel customer team. Part of the team is particularly interested in understanding their needs and expectations in terms of products and services, and is also available 24 hours a day to answer customers’ questions and deal with their issues. This is the CRM team. The role of the communication team is to raise the brand's profile, espouse its core values and make it desirable yet identifiable among our customers using a variety of methods. These include classic methods such as POS advertising and more recent ones such as using an influencer as the face of a collection. The digital team customises our communications using email and digital marketing to better meet the desires of our customers. It also showcases our products on gemo.fr, providing customers with maximum information and feedback. Finally, the e-commerce website is also a hub for our 440 stores. It is open 24 hours a day, so that the Gémo offering is always available to our customers.
JEAN-PIERRE DRUART
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JEAN-PIERRE DRUART

International Director
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Developing the brand internationally is part of our strategic drive to conquer new markets and carry Gémo’s values and concept beyond France's borders. Our search for new territories has been helped by our strategy of working closely with high-quality local partners with strong values. The International Department is made up of highly skilled men and women who work with Gémo’s cross-functional teams to adapt to the needs of our overseas partners and the requirements of the local market.
ÉTIENNE OUVRARD
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ÉTIENNE OUVRARD

Finance Director
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The Finance Department’s mission is to ensure that the Gémo brand continues to grow in a sustainable and profitable way. We support all our employees as they develop and fulfil their roles.
YVAN SOQUET
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YVAN SOQUET

France Retail Director
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The France Retail department is split into five sections: Branch Sales - France, Affiliate Sales - France, Development & Expansion, Maintenance & Works and Operational Excellence. The aim of these five sections is to help achieve our ambition of becoming THE MOST CUSTOMER-ORIENTED FASHION BRAND. To meet this objective we are leveraging the collective intelligence of the 2,700 employees in our store network. We are focusing on listening to and satisfying our customers and modernising and expanding the quality of our base (one store less than 30 minutes away from every French resident). And when we roll out our new concept, we will be able to offer all our customers a seamless, omnichannel shopping experience. We also work in close partnership with the Department of Human Resources to ensure that our employees enjoy working conditions that are conducive to well-being and happiness.

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