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Adrien Giroudon (SK 2014) launches the xSuit licence in France. Suits that give you superpowers!

24 April 2020 INTERVIEW

The revolution was launched in July 2017 through the crowdfunding platforms Kickstarter and Indiegogo, where more than 1,200 orders were placed for the xSuit, totalling 650,000 US dollars. The venture is the brainchild of three Canadian brothers: Max, Reouven and Nathaniel Perez. It was only after the successful Kickstarter campaign that Adrien Giroudon joined them to pursue their expansion. Armed with their know-how they have successfully gained a foothold in the US, shaking up a static industry and making the xSuit the new gold standard in suits. After spending six years overseas, in June 2019 Adrien decided to return to France, with the ambition of continuing the revolution in his home country.

 

In what ways have your early professional experiences helped you in your life as an entrepreneur?

My early professional experiences were in Shanghai, in the nightlife sector. It’s a tough industry; you have to be ok with starting at the bottom and getting your hands dirty. I think it was the best entrepreneurial training I could’ve had.

 

Tell us about the xSuit. What makes these suits innovative and exceptional?

The xSuit is water-repellent and technological. It is made from 4-way stretch fabric: the xMembrane®. 4-way stretch means that the fabric stretches not just horizontally but in every direction, for unparalleled freedom of movement. It is also impossible to stain: because hydrophobic molecules are permanently attached to each fibre, liquids lift and roll off the fabric surface. No odours can set in, because the nanomolecules added to the fabric permanently neutralise and eliminate the bacteria responsible for bad odours by balancing the pH to that of water (7), guaranteeing all-day freshness. The xSuit is also wrinkle-resistant thanks to a unique treatment offering high-performance resistance to creases without altering the flexibility of the fabric, allowing it to retain its natural suppleness. The xSuit will stand up to any kind of day!

 

Given the success of the American company, why did you decide to go and set up on your own in France?

The American company already has several partners, so the opportunity for me to buy in just wasn’t there. Plus, after spending six years in China, I was quite keen on the idea of returning to France. For logistical and budgetary reasons, it was difficult for us to grow the business on several markets at the same time. That requires more warehouses to manage returns and exchanges, content needs to be translated into the different languages, and extra investment into marketing is needed. As a French national, it seemed obvious to me: I had to seize the opportunity to launch the brand in France via a new distribution structure.

 

Walk us through the process of setting up a business in France.

In the beginning, we had to exist in order to test the product. So I just duplicated the American shop, translated the whole thing, and created the brand on social media. After that, I contacted my friends to announce the launch and get the first reviews. After receiving a few orders and some positive feedback, I spent a lot of time studying the competition to figure out the best price point and positioning. French consumers are very different to American consumers. Obviously you have to explain your concept, but you also have to justify your price and provide details about margins, share your story and offer total transparency. In the suit market, there are “budget” players, there are really well-known brands, and there is the tailored/handmade segment. We are neither of the three! What’s more, the suit sector hasn’t changed in fifty years, so it’s very difficult to win people over to something new.

 

In what ways could the SKEMA Alumni network help you with your new venture?

Partnerships between entrepreneurs are a chance to go faster. In the startup phase, they’re paramount because your resources are limited. Sharing space, visibility, databases or organising joint events would be a real plus.

 

What are your plans for the future?

To increase our offering, with the arrival of the xShirt and a women’s collection that is currently available on pre-order in the United States. The biggest goal we’re aiming to achieve at the moment is the opening of a showroom in Paris, to give customers who are still hesitant to buy online the chance to come and discover and try on our clothing. But the purchase process will remain online via our web store and customers will have their items delivered to their chosen address.

 

What word or sentence would sum up the work you’ve accomplished?

You see a lot of articles about startups that have managed to raise impressive amounts of capital in record time. But it’s important to realise that “the idea” is often the fruit of several years of reflection, or sometimes of experimenting in very different lines of business, and of failures that had to be turned into opportunities. That’s why I really love this quote by Winston Churchill: “Success consists of going from failure to failure without loss of enthusiasm”.

 

For more information, visit xSuit France or contact Adrien Giroudon

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