Freetime’s Rocky Road: A Family Affair
Published by Melvin Moya on November 25, 2024, at 7:05 a.m.
Ah, Freetime! It sounds like a quaint little camping store nestled in the heart of nature, the kind of place perfect for people who think “roughing it” means bringing three pillows. But let’s dive into the reality: this is a family business, and like a classic sitcom, it’s full of drama, ups, and downs! Étienne Normand, like a slightly less glamorous superhero, is poised to take over the reins with his brother, Marc, as they prepare to rescue their family’s import-export venture for camping gear.
Freetime: The Baby of the Normand Family
Picture this: back in 1998, Gérard Normand bought Freetime from the Dutch Hagemeyer group. That’s right; a Frenchman swoops in and snags a business like a kid at a candy store. Since then, the company has been co-managed by Gérard and Marc, while Étienne, the not-so-quiet sibling, opts to stand outside with a megaphone shouting “Bonjour, je représente la France!”
But here’s the kicker—remember the good old days before the 2000s? *Sigh.* Those golden years were filled with sunshine, laughter, and maybe a few less competitive giants like Decathlon and Intersport. Today, it’s a battlefield. As Étienne himself has put it, they’re left to “survive as best we can,” which sounds a bit like me trying to eat healthy at a burger joint—good intentions, poor execution!
Ecology: The New Trend
But the brothers have decided to make a change! It’s all about eco-friendly products now, folks! They’ve ditched PFC (perfluorocarbons) from their sleeping bags and backpacks—so yes, you can sleep under the stars without dreaming of toxic nightmares. It’s a big departure from Dad’s old-school ways where making a profit was the main goal instead of saving the planet.
They’re trying to have their cake and eat it too—balancing eco-consciousness with affordable prices. Let’s hope they find the secret recipe, otherwise the only nature they’ll be camping in is the one on their bar graph of profits declining.
A Longing for the French Market
Now, hold onto your recyclable hats because Freetime isn’t just looking to stay afloat in La Réole; they’ve broadened their horizon to Romania, England, and Taiwan. It’s like they’ve suddenly cast themselves in a global nature documentary where they’re trying to not become extinct.
But even as they frolic abroad, Étienne has a wistful gaze back at the French market, longing for the days when customers didn’t avoid spending like they were dodging a bad relationship. “The market is saturated,” he laments. It seems when everyone’s in the second-hand playground, it’s a tough sell for a brand new swing set.
Yet, unlike an ungrateful teenager, Freetime isn’t just sitting on the couch sulking. They’re calling out to local businesses like a knight in shining armor seeking partnerships, hoping that someone’s idea of adventure doesn’t involve just hiking in their backyards.
In conclusion, as Freetime grapples with its identity amidst the challenges of modern business, it’s a story of resilience, change, and a dash of humor. Much like family dinners, there’s bound to be conflict, laughter, and perhaps an eye-roll or two. So let’s raise our eco-friendly cups to the Normand brothers—may they conquer the camping gear world or at least be able to afford a weekend in the great outdoors without breaking the bank!
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“We will have to pick up behind him, which will not necessarily be easy.” Étienne Normand is acutely aware of the formidable challenges he and his brother Marc are about to face as they prepare to take over the family-owned enterprise Freetime, situated near La Réole in the scenic Gironde region. In the coming years, the brothers are set to steer this import-export company dedicated to camping and hiking equipment into a new era.
Freetime, the baby of the Normand family
Established in 1998 when their father, Gérard Normand, acquired it from the Dutch group Hagemeyer, Freetime has been a significant part of the Normand family’s legacy. Today, it is collaboratively co-managed by Gérard and his son Marc while Étienne serves as the French representative for the company.
After enjoying a flourishing period leading up to the early 2000s, Freetime now finds itself grappling with the daunting challenge of increased competition. Major industry players such as Decathlon and Intersport are dominating the market landscape, leaving minimal opportunities for small, family-run businesses like theirs.
An emphasis on ecology
To adapt and thrive in this competitive environment, the Normand brothers have made a strategic decision to concentrate on environmentally conscious products. “We first stopped products with PFC (perfluorocarbons), which we implemented across all our sleeping bags and backpacks. It’s a transformative journey,” shares Étienne.
Changes of this nature demand time and deliberation, with ongoing adjustments being made to their tent line. This marks a notable departure from their father’s traditional focus on balancing quality and price. Now, the trio is dedicated to blending ecological responsibility with affordability for consumers.
A desire to return to the French market
Due to necessity, Freetime has also expanded its reach beyond French borders, successfully entering markets in Romania, England, and Taiwan, albeit under different brand names. This international growth, however, is counterbalanced by Étienne’s lingering regret over their limited success in the domestic market.
“Returning to the French market is what interests us. But today, the market is saturated,” notes Étienne Normand. “The emergence of the second-hand market, driven by a decline in the purchasing power of the French consumers, has significantly affected us,” he adds, reflecting on his youth spent in the Freetime premises.
The call is nonetheless directed towards local businesses, as they express, “We want to succeed in approaching customers in the region.” Yet, there is an underlying skepticism about whether this plea will yield positive responses. “Which means we will all be dressed the same if we continue like this,” he laments. The survival of this La Réole institution, along with its five dedicated employees, depends on how they navigate these turbulent waters ahead.
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What challenges does Étienne Normand anticipate as he takes over the family business and how will he address them?
**Freetime’s Rocky Road: A Family Affair – An Interview with Étienne Normand**
*Published by Melvin Moya on November 25, 2024, at 7:05 a.m.*
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**Melvin Moya:** Thank you for joining us today, Étienne! It sounds like Freetime is at a pivotal moment. Can you tell us a little about how it feels to be taking over the family business?
**Étienne Normand:** Thanks, Melvin! It’s definitely a mix of excitement and pressure. My brother Marc and I are stepping into big shoes with our father Gérard still actively involved. We see ourselves not just as inheritors but also as innovators who need to adapt Freetime for a new era.
**Melvin:** Speaking of adaptation, the camping gear market is crowded. How do you plan to differentiate Freetime from giants like Decathlon and Intersport?
**Étienne:** That’s the million-euro question! One of our key strategies is emphasizing eco-friendly products. We’ve eliminated harmful substances like PFC from our gear. It’s about creating sustainable camping solutions that don’t just focus on profit but also on protecting the environment.
**Melvin:** It sounds promising! Although you’re shifting focus to eco-friendliness, you also seem to be grappling with the current French market saturation. How is that affecting your strategy?
**Étienne:** Absolutely. Finding new customers can feel like pulling teeth when everyone’s gravitating toward second-hand options. We realize there’s a challenge—but we’re actively seeking partnerships with local businesses. Our goal is to foster community connections and create unique experiences that appeal to our target audience.
**Melvin:** You’re also expanding internationally, right? How’s that going?
**Étienne:** Yes, we’re exploring markets in Romania, England, and Taiwan. It’s both thrilling and a little daunting. We want to ensure that as we grow globally, we remain true to our roots and values. There’s always something humorous about trying to plant a French camping brand in a completely different cultural soil!
**Melvin:** I love that analogy! Lastly, what legacy do you hope to create for Freetime as you move forward?
**Étienne:** I want Freetime to be synonymous with eco-friendly outdoor adventures. I hope we can inspire families to cherish nature while also providing them with reliable, sustainable gear. And if we can throw in a bit of love and laughter along the way—like a family dinner gone right—that would be the dream.
**Melvin:** Thank you so much, Étienne! It sounds like Freetime is in good hands with you and Marc at the helm.
**Étienne:** Thank you, Melvin! We’re ready for the challenge and excited about what’s to come!
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