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 28 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.
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.
PHILIPPE TIRACHE
CEO GEMO
ALAIN PARÉ
Director of Human Resources and CSR 
LÉNA PIÉROTTI
Product and Services Director 
XAVIER DOR
IS Director 
JEAN-MICHEL FABRE
Operations Director 
ÉTIENNE OUVRARD
Finance Director 
YVAN SOQUET
France Retail Director 
RENAUD MONTIN
Marketing and Digital Director
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