Passing the Torch: A Family Affair at La Forfaiterie
Ah, the classic entrepreneur dream: handing over the family business like a baton in a very slow, very confused relay race. André Sabourin, the founder of La Forfaiterie, has just done just that—passing the reins to his daughter, Mylène. What could go wrong? I mean, she’s got to be able to tell a good gift from a bad one, right? Just like my Uncle Bob trying to gift me a three-month supply of socks. Cheers, Uncle Bob, but I think I’d prefer a spa day.
Now, La Forfaiterie is moving to a new stage—kicking it into high gear from a humble hundred gift packages to a staggering 2000! That’s right, over the years they’ve exploded like a firework on New Year’s Eve, starting back in 1997 when the internet was like that one friend who always says, “Let’s just talk about it later.”
“No one knew about this. The Internet didn’t exist much. It was brand new,” Mr. Sabourin reflects. Which makes you wonder, did anyone really have the foresight to sell gift packages without Instagram? That’s like trying to sell a fish and chips shop in the middle of a desert!
The germination of this idea came when Mr. Sabourin held a Céline Dion CD cover in his hands. Now there’s a plot twist worthy of a soap opera: a gift package company inspired by Canada’s most famous songstress. Someone should have told him that ‘The Power of Love’ gets a lot more mileage when it’s not tightly wrapped in plastic!
These days, La Forfaiterie isn’t just about wrapping up gifts with a bow—they’re all about experiences. Mylène, the new president, says it best: “Instead of offering monetary value, we offer a meal, a moment of relaxation at the spa, or a stay at a hotel.” Ladies and gentlemen, that’s what we call “emotional gifting” or as I like to think of it, “No more last-minute gas station gift cards!”
Joining the family fun, La Forfaiterie Voyages was added to the mix, contributing about a third of their turnover. I can only imagine those conversations at the dinner table… “Dad, you’ve passed on this business. Now who’s passing the turkey?”
Mylène jumped in when her father decided to hand over the keys to the family business, raising her hand faster than a kid in class eager to answer a question they probably don’t know the answer to. “It will always be part of my life,” says Mr. Sabourin. Well, that’s what we call “family bonding,” or as some may say, “getting roped into eternal responsibility.” It’s a two-for-one special!
What’s New at La Forfaiterie?
In a bid to mark this transition, the company is rolling out a shiny new brand image. New team, new ideas, and maybe just a bit of the ‘old dog, new tricks’ folklore. Mylène stated, “We have a great team with me who are really motivated and proactive.” Well done, team! If you all tackle challenges like you tackle holiday sales, then the sky’s the limit!
What’s next on the agenda? A website redesign! Because nothing says ‘we’re staying relevant’ like a well-placed redesign; or as my uncle says every time he buys a new mobile phone: “It makes all the difference!”
Additionally, they’re now looking to lead the tourism game with unique partnerships, including agrotourism trips in Europe, which sounds extremely fancy but also a very high-stakes game of: “Please don’t let my wine be bad!” And Iceland trips paired with thermal experiences? I don’t know, nothing says “gift package” quite like sweating in a geothermal wonderland.
With six stores and two travel agencies in Quebec, they’re ready to kick off the holiday season. And let’s be honest, what would the holiday season be without 50% of your annual turnover riding on the success of your gift packages!
So here’s to La Forfaiterie, a business passing the torch in style—albeit a bit awkwardly, like that one time I tried to dance at my cousin’s wedding. May Mylène steer the ship into a future filled with well-gifted moments and zero awkward family dynamics!
Many entrepreneurs dream of one day passing their business to their children, a natural desire after dedicating a lifetime to their enterprise. André Sabourin, the visionary behind La Forfaiterie, has fulfilled this hope by handing over the reins to his daughter, Mylène, who now assumes full ownership of the thriving company.
For La Forfaiterie, this transition marks an exciting new chapter in its ongoing story. The company initially launched with a modest offering of about 100 unique gift packages for customers eager for meaningful gift options. Fast forward to today, and that number has skyrocketed to over 2,000 diverse experiences available for purchase.
“No one knew about this. The Internet didn’t exist much. It was brand new,” reflects Mr. Sabourin, highlighting the innovative spirit that characterized the company’s beginnings.
The inaugural boutique of La Forfaiterie opened its doors at the bustling Laurier Québec shopping center on November 24, 1997. It was during a moment of inspiration, while holding the cover of a Céline Dion CD, that Mr. Sabourin conceived the idea of marketing gift packages in a similar, eye-catching format to set his offerings apart from the competition.
“We are a company specializing in the sale of gift packages. We allow people to give moments as gifts. Instead of offering monetary value, we offer a meal, a moment of relaxation at the spa or a stay at a hotel. It has more value to people because they know they are going to experience something special. It’s a more personalized gift,” Mylène explained, as she steps into her new role as president.
Over the years, La Forfaiterie expanded its operations to include a travel agency component, aptly named La Forfaiterie Voyages, which now accounts for approximately one-third of the company’s overall revenue.
Since 2011, Mylène has been an integral part of the company, taking on various roles, even during her academic pursuits. When her father expressed the desire to sell the business, she eagerly stepped forward, ready for the challenge.
“It will always be part of my life,” said Mr. Sabourin, emphasizing his enduring connection to the business.
To commemorate this significant transition, the company has unveiled a fresh brand image that reflects its new direction.
“I have a great team with me who are really motivated and proactive. We have worked a lot in recent months and years to increase the number of partners. This has been a challenge, especially with the pandemic forcing many establishments to close or reevaluate their business models,” explained Mylène, showcasing her commitment to innovation in the face of adversity.
“We have lots of great projects coming up, including the redesign of the website that we are working on,” she added, hinting at exciting changes on the horizon.
Alongside the travel agency, the company has introduced new offerings in collaboration with partners, including agrotourism trips throughout Europe. Notably, they are planning an enticing trip to Iceland in partnership with Strøm Nordic spa, focusing on wellness and enriching thermal experiences.
The company currently operates six stores and two travel agencies across Quebec, with the bustling holiday season poised to contribute nearly 50% of its business volume.
**Interview with Mylène Sabourin, President of La Forfaiterie**
**Interviewer:** Congratulations on taking the helm of La Forfaiterie, Mylène! How does it feel to inherit such a beloved family business?
**Mylène Sabourin:** Thank you! It feels both exciting and a bit surreal. Growing up in this business, I’ve always been passionate about what we do, but now it’s my turn to drive it forward. It’s a blend of honor and responsibility, but I’m ready for it!
**Interviewer:** Your father, André Sabourin, laid a strong foundation with La Forfaiterie. What are some of the key lessons you’ve learned from him?
**Mylène Sabourin:** My dad has taught me the value of innovation and adaptability. When he started the business in 1997, he had a vision even before the Internet really took off. His ability to identify what people wanted, even when it was uncharted territory, has inspired me to think outside the box and always embrace change.
**Interviewer:** Speaking of embracing change, La Forfaiterie is expanding its offerings significantly! From 100 gift packages to over 2,000—what motivated this growth?
**Mylène Sabourin:** We’ve noticed a shift in what people are looking for when it comes to gifting. It’s not just about the item anymore; it’s about the experience. We want to create memorable moments, whether that’s a spa day or an adventurous trip abroad. We’re all about “emotional gifting,” as I like to call it.
**Interviewer:** It seems like you are also working on a rebranding and a new website. What can customers expect from this fresh start?
**Mylène Sabourin:** Absolutely! We want our brand to reflect our enthusiastic spirit and the variety of experiences we offer. The redesigned website will be more user-friendly and visually appealing, making it easier for customers to navigate through our gift packages. It’s all about enhancing the customer experience!
**Interviewer:** Your business is also branching into tourism with unique partnerships! Can you tell us a bit about that?
**Mylène Sabourin:** Yes! We’re really excited about this. Agrotourism trips in Europe and exhilarating trips to Iceland featuring thermal experiences are just the beginning. We want to connect people with remarkable experiences, and pairing gift packages with travel is a natural evolution for us.
**Interviewer:** That sounds fantastic! As you take on this new chapter in La Forfaiterie, what’s your vision for its future?
**Mylène Sabourin:** I envision La Forfaiterie as a leader in the gifting space where customers can find unique, experiential gifts that go beyond material items. I want us to be known for creating moments of joy and connection in everyone’s lives, especially during the holiday season, which is critical for our business.
**Interviewer:** It sounds like La Forfaiterie is in good hands! Any final thoughts you’d like to share with your customers and readers?
**Mylène Sabourin:** Just a heartfelt thank you! We are dedicated to continuing my dad’s legacy while working towards an exciting future. We want to make your gifting experience seamless, enjoyable, and truly memorable. Let’s create moments that matter together!
