Co-founded in 2016, Polène blends artisanal craftsmanship with accessible pricing, achieving remarkable growth and a global customer base amid the challenges in the luxury market.

In the heart of the luxury leather market, Polène, a brand co-founded in 2016 by Antoine Mothay and his siblings, Mathieu and Elsa, has seen unprecedented success. Positioned in Paris but rooted in the artisanal traditions of Ubrique, Spain, the brand has carved a unique niche that combines high-quality craftsmanship with accessible pricing. Mothay, who serves as the president and director general, has expressed his deep connection to the art of leather working, stating, “I’ve only just delegated the choice of colors for the edging… after eight years.”

Polène’s bags, priced between €260 and €620, offer a competitive alternative to high-end luxury brands, especially as their prices have surged post-Covid-19. The brand has achieved consistent growth since its inception, doubling its sales each year and reaching a remarkable €142.7 million in turnover by 2023. A flagship store on Rue de Richelieu in Paris, opened in 2021, has become a popular destination, often with customers waiting over an hour to purchase bags, indicative of the brand’s growing fame. Notably, around 80% of Polène’s sales come from international markets, showcasing a worldwide appeal even as the luxury sector faces challenges.

A key factor in the brand’s ascent has been its strategic use of word-of-mouth advertising rather than traditional marketing methods. Mothay highlighted this approach when he mentioned, “Word-of-mouth is our primary lever for winning new customers.” Noteworthy endorsements have also come from popular culture, such as a Polène bag’s appearance in the series “Emily in Paris” and its visibility on public figures, including instances where the Princess of Wales, Kate Middleton, was seen carrying the brand’s Numéro Sept model.

Mothay credits the success of Polène to a model of vertical integration where every step of the process, from design to distribution, is managed in-house. He emphasized that the brand’s accomplishments stem from a focus on craftsmanship, stating, “Polène is often perceived as a brand with strong commercial success, but its history is not based on a communication strategy or ephemeral trends.”

His journey into leather craftsmanship began during an open day at an Hermès workshop, which ignited a passion for the art that has since guided his career. This passion led him to the historically significant town of Ubrique, renowned for its leather production. There, Polène has established a strong local presence, employing over 2,200 craftsmen, all of whom play a key role in the production of the brand’s elegant designs.

Polène’s creative process is notable for its combination of traditional craftsmanship and innovative technology. The brand focuses on a contemporary aesthetic with timeless quality, favoring the creation of prototypes directly from materials rather than starting with sketches. Mothay noted that the typical development cycle for a new product spans about two years, during which the design team works closely with prototype makers to refine each model.

In response to the increasing demand for its products, Polène is expanding its operations, with plans to build a new workshop in Ubrique to accommodate 650 additional employees. Mothay stated, “When someone joins Polène, whatever their department, they must spend some time in Ubrique,” underscoring the brand’s commitment to maintaining a strong connection to its artisanal roots.

The brand also emphasizes sustainability and innovation in its design process. Notable projects include the Numéro Neuf model (Wilo), crafted from recycled materials, which sold out quickly despite its price tag of €620. Furthermore, Polène manages its own advertising campaigns and has a dedicated team that captures serene, nature-inspired visuals for its marketing materials.

Through a unique blend of artistry, innovation, and strategic marketing, Polène continues to emerge as a significant player in the global luxury leather market, setting a standard for quality and accessibility amidst a rapidly changing industry landscape.

Source: Noah Wire Services