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VDMD defends the scarf: an ultra trendy accessory that brightens up grey mornings, adds a stylish ethnic touch that sparks the desire to travel for all women who are looking for affordable elegance. Marie Gozard and her husband founded the company in 2007 and it represents the link with India that Marie has developed over many years.”She lived in Pondicherry for several years and launched a women’s lingerie line for the Indian market. She quickly realized that there was a real potential in the accessory sector,” explains Sandrine Forly, Marketing and Communication Manager, who is also a partner in the company since 2009.”There are 4 partners in the SARL company: Marie, her husband, me and Francoise Micciche, who joined the company in 2010 as Sales and Purchase Manager.
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There are 5 of us in the office including the accountant,” she continues. Add to that a sales force of 6 representatives for France and as many for Belgium and Italy, the company’s two leading export markets in Europe. 90% of sales come from scarves, the rest from leather goods: leather and cotton bags. 30% of revenue comes from abroad, which represents 150 shops around the world, compared to 450 in France, essentially in the ready-to-wear, costume jewelry, accessory and decoration sector.”That is the result of our trade show policy. We rapidly expanded abroad thanks to our participation in Maison et Objet, Eclat de Mode and Première Classe,” points out Sandrine.
Although manufacturing is done in India, the company handles design in-house, managed in the Lyon region by Marie who takes inspiration from her trips, her passion for blending colors as well as from trend forecasts that she receives from styling agencies.”When the collections are sketched, we work hand-in-hand with our Indian suppliers to look for new printing techniques or new materials such as wool, cashmere, cotton, linen, khadi and silk. Our hallmark product is the embroidered wool scarf,” she adds. Winter models retail for between 69 and 115 euros, 150 euros for the finest pieces, and an average of 60 euros for summer scarves. VDMD holds a mid-upper range position with a well-built, creative product with copyrights for each model.
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In fact, although the number of players in the scarf sector has considerably increased, the label resists and shows constant growth relying on its three-fold strength: price, variety in collections, with 30 references per season available in 4 to 8 colors per reference, and flexible operations.”We are very attentive to our clients and, although we do not hold the exclusivity in the sector, we strive to remain different. Also, in order to avoid head-on competition, we do not intend to develop on-line sales.”In the future, VDMD hopes to expand its client wallet abroad and perhaps diversify its product lines.”We are working on various projects but we can’t reveal them for the moment,” says management. However, we do know that their strategy will include an even more offensive trade show policy.