Gémo launches its first responsible collection of organic and recycled clothing and footwear.

Gemo, the French brand of clothing, shoes and accessories for the whole family has come up with a new store concept, the Family Store fun, modern and connected, to meet the expectations of its customers and to conquer the international. A concept with a more attractive business formula combining seductive merchandising with a clear and accessible offering, a streamlined journey and new phyto services to enhance the customer experience. Developments that will guarantee 100% customer satisfaction.

Gemo wanted to respond to the problems of large size consumers by offering a trendy offer with the launch of its Grande Taille collection in collaboration with Lalaa Misaki. The collection completes the large radius already existing at Gemo.

After the initial collaboration with Maître Gims, Gémo creates a new collection with the brand Soprano: Kwell.
Conscious of the problem women have finding clothes in smaller sizes, the brand creates a capsule collection of clothing, lingerie, footwear and accessories with the YouTuber Sweetie.

Gémo launches its Horizon 2020 project and sets itself the target of becoming the most customer-oriented French fashion brand.

Gémo ventures into the music world by collaborating with Gims.

Gémo accelerates its overseas expansion (outside Europe) through a franchising and affiliate model.

Gemo is launching its CSR approach by defining a compliance program for securing and tracing its products.

Gémo continues its development in France thanks to new partners in affiliation as well as its reunification plan for its shoe and textile stores.

Gémo launches its online sales site gemo.fr

ERAM’S HERITAGE

Xavier Biotteau, Gérard Biotteau’s youngest son, becomes chairman of the board of Éram SA. His older brother Luc becomes vice-chairman.

In just four years, Gémo has 128 stores throughout France.

THE GEMO BRAND

Xavier and Catherine Biotteau (3rd generation) created Gémo in 1991 around a simple idea: to offer for the whole family a wide choice of shoes, clothes and accessories at the best quality / price ratio. The specificity of the brand is to bring together under one roof the world of clothing and footwear.

The name of the brand comes from the association of the names of the leaders of the group Eram of that time Gérard and Simone Biotteau, parents of Xavier.

ERAM’S HERITAGE

The slogan “You’d have be crazy to spend more” is created. Éram’s notoriety reaches new heights thanks to its quirky advertising campaigns. The brand moves from being a footwear manufacturer to a major player in the retail sphere.

ERAM’S HERITAGE

When he joined the company in 1940, Gérard Biotteau continued Éram’s transformation into France’s leading footwear manufacturer.

ERAM’S HERITAGE

At the end of the 1960s, the company becomes the second largest national brand with 80 branches in France. To accelerate growth, Éram imports the American franchise concept to France. In 1969, the company creates a franchisee club – ”Club Éram” – which enables the company to grow its network exponentially. Éram is now the largest French retail chain of stores operating under the same brand.

ERAM’S HERITAGE

Éram invents the revolutionary “Plastifor” process for manufacturing plastic soles. Ten new factories are set up to meet demand for the product.

ERAM’S HERITAGE

Éram’s founder fulfils a long-held dream: Éram becomes a footwear retailer. He explains that this decision stems from the brand’s need “to fully understand market needs and how the tastes and wants of customers are evolving.”

ERAM’S HERITAGE

Albert-René Biotteau creates the Éram brand with his wife. Ahead of his time, his name for the brand is a reverse anagram of the first two letters of his first name (René) and his wife’s (Marie).

THE BIRTH OF A HISTORIC COMPANY

With his family legacy Albert-René Biotteau creates his own company: “Biotteau-Guéry establishments”. The company is named after Albert-René and his wife Marie Josèphe Guéry.