Le Coq Sportif

Topics: Brand, Brand management, Adidas Pages: 8 (1914 words) Published: December 2, 2012
Governance of le coq

In 2005, a Swiss Holding buys the brand Le Coq Sportif. Indeed the results of the brands were well below the desired expectations. With the partnership of Sir Robert Louis Dreyfus, a great Swiss businessman who was leader of the group including Adidas, Le Coq sportif sees the opportunity for a fresh start with this strategic alliance for the future.

Airesis immediately set up a plan to revive the brand that demonstrates the strong interest of the group to give new life to this legendary French brand.

Here is a chart explaining the governance of the brand Le Coq Sportif since it creation (1882) until the takeover by the Swiss holding Airesis.

Few words about Airesis:

Historic part:

HPI Holding AG is a name that marked the industrial history of western Switzerland since 1920, date of creation of the company. Hermes Precisa International (formerly Plants Paillard) has built its success on the production of typewriters Hermes known internationally. Since 1981, the holding company HPI has been used as an investment vehicle for investments in new technologies that have suffered damage in the industry with full force in early 2000. Currently, there are eight entries all together in the sub-holding A2I SA.

In 2004, reducing the part value of its shares cleaned up the company. A capital increase of the arrival of four participants (the Boards & More group, the group Fidexpert, group and society Ouat Hazard Properties SA). These arrivals have been extraordinary for the group which has restored and a new life HPI Holding AG, which has since become Airesis. The majority shareholders (Sirs: Robert Louis-Dreyfus, Yves Marchand and Marc-Henri Beausire) then set up the new company strategy: active management of its investments in private equity and residential property.

Today the group owns brands such as:

* Le Coq Sportif
* Fanatic
* Ion
* North Kite boarding
* North Sails Windsurf

Here we are going to explain few words about each brand, because most of them are unknown.


In 1999, leaving his first kite a board, Fanatic has to believe in this new trend. With its history in windsurfing, the company was able Fanatic showcase its expertise to make its entry into the sport in the making.


In spring 2005, Boards & More brand launches Ion.
The technical skills of the mark are highlighted in the wet suits, neoprene accessories, harnesses, a range of clothes and carrying bags, all items used in sports on the water.

North Kite boarding:

Kite boarding world leader.
North Kite boarding has entered the market in 2001 and became leader. This brand has a very good technical level recognized.

North Sails Windsurf:

The company specializes North Sails sailboat U.S. and world number 1 in this sector. Boards & More has acquired the exclusive license for the sail of surfboards since 1981. Its strategic axis is oriented technique and style.

Since late 2005, Robert Louis-Dreyfus, former owner of Addidas and Yves Marchand, who was the boss of the three stripes for France, have gained a foothold in the business and have made ​​some good seeds to make: 10 million euros through the Swiss investment fund Airesis.

And some big marketers have been poached in market heavyweights such as Reebok, Nike, Puma and Quicksilver...

For example, the arrival of Antoine Sathicq, former CEO of Adidas, which was transferred to the head as general manager of Le Coq Sportif.

After joining Adidas in 1997 as director of sales, this former Procter & Gamble, aged 44, joined a new team of Le Coq Sportif establishment since its acquisition by Airesis. A team already marked by the culture of this Adidas Swiss investment funds: Airesis is held by Robert Louis-Dreyfus, former CEO of Adidas France, Marc-Henri Beausire and Yves Marchand, former CEO of three stripes.

The latter assumed the presidency of Le Coq Sportif, replacing Olivier Jacques, former...
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