Florence Lafragette buys Petrusse in 2019, the horizons of which it expands.
"In 2019, Florence Lafragette buys Petrusse. This art lover, now aged 45, does not come out from nowhere. In the 2000s, the young woman creates with three others Les Médocaines, to promote wine tourism. "Already, at the time, I liked to tell stories through wine," she remembers. At 25, she is at the head of three wineries (Medoc, Pessac-Leognan , Graves). "Wine flows in my veins, but it's not me." She turns the page.
Florence Lafragette continues her career in Paris, within the L'Oréal group where she acquires a solid experience in communication and digital strategy: "I followed the path that was traced for me. But deep down, I wanted to draw and create. " She starts a third career, closer to her dreams. A dream named Petrusse."
AN EXPANDING BRAND
Between Paris and Château Mauriac in the heart of the Bordeaux vineyard, "Florence Lafragette and her teams build the catalogue of the brand, collection after collection: silk and wool squares, capes, stoles, furniture fabrics, etc. Petrusse grows. In recent months, the boss has reviewed her communication strategy, relocated part of the production in France and developed digital tools. "We even communicate on Chinese social networks," says the owner. This strategy has allowed Petrusse (26 employees today) to gain market share in foreign markets: Japan, United States, Canada and Europe.
The solidarity values of the brand have not been forgotten. Several partnerships have been established with Hôpital de Langon, Fondation de France, Maison Rose or Académie Younus. These actions correspond to the DNA of Petrusse and of its boss Florence Lafragette ".
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Sud Ouest - Eco & Enterprises; December 2021