Missing Petit Bateau in the US

Where can you find Petit Bateau in the US?

During my short week of vacation in Savannah, I caught up on unread email. And yes, although I am far from reaching my husband’s level, I often put interesting emails aside…and quickly forget them. But this week, an article from Ubifrance caught my attention, highlighting France’s success in the children’s clothing industry. “World leader in the children’s clothing sector, France earns 50% of its revenues from exports”

Well, I admit I just don’t get it. I’ve lived in the US for two years now and not once have I seen Petit Bateau or Jacadi clothing. Sergent Major? Catimini? Du Pareil au Même? La Compagnie des Petits? No, no, no, and no again. I quote Ubifrance again “France is also the world leader in the children’s fashion sector and 50% of sales are generated internationally”.
So why this absence in the US? Even in Germany, Petit Bateau and Jacadi were a must. Between the Petit Bateau boutiques on trendy streets and in the big department stores, middle-class German snobs had no issues buying blue and white striped bodysuits for 18 Euros. In the US there’s only one boutique, in Beverly Hills. And yet there is plenty of room for a top-of-the-line children’s fashion brand in the US, without being ridiculously expensive.

To drive the point, when we returned from Savannah…Bam! What did I find in the mail? A 60-page prospectus from H&M that I completely devoured. And yes, for my three children, H&M is a staple. Especially as a French woman having lived in Germany, Sergent Major and other boutiques were a bit far away for shopping. Yes, you guessed it, I’m nostalgic about French children’s fashion.

American washing machines damage clothing

Since living in the US, I often whine about clothing, and not just children’s clothing. And I’m not the only one – all of the European women I’ve met here complain too. Here are three constants:
– The quality of clothing here is poor
– Stains will not wash off
– Washers and dryers often damage clothing

I am sure there is a correlation. And it’s not because mediocre-quality clothing is easily damaged in the washer and dryer! No, no, absolutely not! It is a bi-product of the permanent haste of Americans. Yes, “time is money” also goes for everyday tasks. As a result, the standard washing machine cycle lasts 30 minutes. It’s the same for the dryer. In all, washing and drying shouldn’t take more than an hour. From a German standpoint, where dryers are used a lot, it seems like rather good news. However in reality, it’s a catastrophe.

When we arrived in our new home, it was like all American houses, equipped with a washer and dryer. My first washes were one fiasco after another. My laundry was just as dirty after as it was before, and worse, it had shrunk a full size! I tried everything: changing detergents (not at all easy, but I will talk about detergents another time), changing the cycle, drying at a lower temperature…Frankly, I didn’t see any improvement. When I realized that my children were not the only ones responsible for holes in their clothing, I got rid of those infernal machines and bought a good washing machine that washes in 1 hour and 19 minutes. Hell for an American, happiness for Catherine! My laundry comes out clean, without holes and even if it still shrinks sometimes (my next investment will be for a good dryer!), it’s much, much better.

Let’s put this into context: American machines damage the laundry, no matter what the quality. Damaged laundry is thrown out and replaced by new, which will be quickly thrown away. Children’s clothing can be purchased everywhere, like in Europe. You can find it in the large stores like Macy’s and Target. Or in clothing stores chains like Old Navy, Gap Kids, and H&M. And there are specialty children’s clothing stores like Carter’s, Gymboree or Children’s Place. The quality varies. It’s much better at Gap and Gymboree, and lesser so at Children’s Place and Target. Where the quality is better, the prices are a little higher. Note, however, that it is significantly cheaper to shop in the US than it is in France, even with a weaker Euro.

Famous French brands like Petit Bateau absent in the US

That still doesn’t explain why fine French children’s fashion brands are absent from the US. According to Ubifrance, the major French players with international success in children’s fashion are the Zannier Group, CWF, Petit Bateau and ID Group.

The Zannier Group is, among others, the Absorba, 3 Pommes, and Catimini brands. Zannier has a New York address that I wasn’t able to reach by phone. I’m awaiting an answer to my contact request through their website. Jacadi and Okaidi are brands of the ID Group. This company doesn’t lack international success either.

But my workhorse is Petit Bateau. Petit Bateau was purchased in 1988 by the Rocher Group. Rocher, yes, as in Yves Rocher. It’s on their website that the US is one of the top 20 countries in the group, just before…Finland??? A quick browse of the site reveals that the Group’s primary focus is on cosmetics…

Open letter to encourage Petit Bateau to the US

Dear Mr. Bris Rocher (he’s the CEO of the Rocher Group),
It’s time to make a decision. You have a wonderful brand in Petit Bateau, but it doesn’t fit into the company’s tradition. Being able to buy online from the US is fantastic; but, to boost sales, the brand must be visible! To this date I have not seen any activity promoting Petit Bateau in the US. And yet, I’m part of the target market: mother of three children, including two that are attending American public schools. Plus, as an expatriate, I should be one of your potential customers. There are many ways to do so. You don’t seem to be a stranger to the world of social media. You have almost 300,000 likes on Facebook, less than 3,000 followers on Twitter but more than 27,000 on Instagram (after only 258 contributions!)

Facebook has just announced it is offering a new service for companies interested in 92 million expatriates. At least as easy, and less expensive, are the various blogs to generate traffic through affiliate sites. As far as blogs, I don’t need your latest bodysuits since I don’t talk about fashion, or cosmetics or technological innovations. But influential bloggers would be a good relay for a legendary French brand like Petit Bateau. And so, if increasing Petit Bateau’s overseas sales doesn’t really fit into your priorities, then sell it! I would definitely be a buyer, but my budget is a little tight this month…