RDSL Celebrates 40 Years of Innovation and Tradition
Well, well, well! Would you look at that? RDSL is turning the big 4-0 and throwing a bash worthy of a royal soirée at the Orangery of the Château de Thoiry! Now that’s what I call a fabulous evening! With employees, customers, and partners in attendance, it sounds less like a corporate event and more like a family reunion, albeit one where the punch may have a little more kick!
Founded back in 1984 by the ever-charismatic Joseph Leonardi, RDSL has become quite the heavyweight in direct marketing, logistics, and customer relations in France. So, let’s break this down. In just four decades, they’ve not only survived but thrived! And here we have Jérémy Leonardi, the grandson, stepping up to the mic. You’ve got to love the continuity; it’s like a family saga. A legacy, if you will. But unlike your average soap opera, this one has “hard work, sharing, and kindness” as its script! At least no one is throwing a glass of red wine in anyone’s face just yet!
Now, during this celebratory evening, Jérémy gave a heartfelt nod to his grandfather’s values, extolling the virtues of what he calls “peasant common sense.” I can only reach out my hands and thank the heavens—this isn’t some Silicon Valley start-up spouting jargon while sitting on bean bags. We’re talking real, down-to-earth wisdom here! It’s the kind of practicality that’s proven to work over centuries—much like your grandma’s secret recipe for apple pie. “Still using paper? You bet!” he says. “It’s not dead; it’s the magic ingredient in marketing! ” Who knew paper was the new black?
A New Warehouse Under Construction
Now, hang onto your hats, because RDSL is not just wallowing in nostalgia. Oh no! According to Olivier Allard, their commercial director, RDSL has set its sights on value-added logistics. It’s basically the corporate version of saying, “We’ve decided to get in shape.” They saw the online shopping boom coming in like a freight train and thought, “Well, we need a new gym membership!” That’s foresight if I’ve ever seen it. And just you wait; in 2025, they’re going to launch a state-of-the-art logistics warehouse that measures a whopping 12,000 m². That’s enough room to store all the ‘best wishes’ you’ve been sending out to your friends since 2020!
This bold move is a significant leap in their growth strategy, proving they’re committed to blending the best of both worlds—tradition and innovation. They want to maintain their roots like a tree that firmly plants its feet in the ground—lead by Jérémy’s clear vision: grow without losing sight of where you came from. It’s like running a marathon while eating cake. You can have your cake and eat it too!
So here’s to RDSL: may your 40-year funfair continue, may your logistics be efficient, and may your paper marketing bring you the visibility you deserve! Cheers to a journey paved not just with hard work, but with courage, creativity, and a sprinkling of that endearing ‘peasant common sense’! And who knows? Maybe one day we’ll see a podcast titled “Marketing with Grandma’s Advice.”
On October 17, 2024, the RDSL group marked a significant milestone by celebrating its 40th anniversary during an elegant evening hosted at the illustrious Orangery of the Château de Thoiry (78). The event brought together a diverse group of attendees, including employees, valued customers, and dedicated partners, reflecting the company’s longstanding relationships and commitment to collaboration. Founded in 1984 by visionary entrepreneur Joseph Leonardi, RDSL has established itself as a prominent force in the realms of direct marketing, logistics, and customer relations across France. Jérémy Leonardi, who currently serves as the president of the group and is also the grandson of the founder, took a moment to honor his grandfather’s legacy. He eloquently retraced the inspiring journey of RDSL, highlighting its foundational pillars of “hard work, sharing, and kindness.” He emphasized that “What drives us is peasant common sense, these essential values which make up our daily life.” In a sentiment echoed by Olivier Allard, the group’s commercial director, the evening served as an opportunity to express gratitude to those who have been steadfast partners throughout their journey, stating, “We were keen to invite, to thank them, all those who have been with us for a long time.” RDSL’s distinguishing factor lies in its strong alliances with partners. “In this sector,” Allard highlighted, “we have developed a relationship where competition becomes collaboration.” With a remarkable turnover of 44 million euros in 2023 and a dedicated team of over 130 employees, RDSL remains at the forefront of direct marketing. This includes a strong emphasis on “physique” marketing, rooted in print media—a choice that Jérémy Leonardi passionately defends: “Paper is not dead. Those who stay on this media ensure better long-term visibility in their market.” RDSL’s sustained presence in this sector is attributable not only to its unwavering commitment but also to its agility in adapting to market changes.
A new warehouse under construction
For several years, RDSL has strategically pivoted toward value-added logistics, a move tailored to meet the burgeoning demands of online commerce. Olivier Allard elaborated on this strategic execution, stating, “We invested in order preparation even before the pandemic, a strategic choice which now allows us to serve merchant sites.” This foresighted commitment will come to fruition in 2025 with the development of a cutting-edge logistics warehouse spanning 12,000 m2. This significant construction project not only signifies a pivotal advancement for the group but is also an integral component of RDSL’s ambitious growth strategy, one that aspires to seamlessly blend tradition with innovation. “Our vision is simple: continue to grow, while remaining true to our roots,” Jérémy Leonardi affirmed, encapsulating the essence of RDSL’s forward-thinking approach while honoring its historical foundations.
How does RDSL plan to enhance its value-added logistics with the new warehouse project scheduled for 2025?
**Interview with Jérémy Leonardi, President of RDSL**
*Editor*: Thank you for joining us today, Jérémy, especially after such a monumental celebration! How does it feel to reach this 40-year milestone for RDSL?
*Jérémy Leonardi*: Thank you for having me! It’s an incredible feeling to celebrate 40 years. It feels like both an ending and a beginning—a chance to reflect on our legacy while also looking forward to the future. We’ve grown so much since my grandfather founded this company, and it’s heartwarming to see our team and partners come together to commemorate our journey.
*Editor*: You mentioned honoring your grandfather’s legacy during the celebration. How have his values shaped the company over the decades?
*Jérémy*: My grandfather, Joseph Leonardi, instilled values of hard work, sharing, and kindness—what I like to call “peasant common sense.” These principles guide our daily operations and decision-making. They remind us that no matter how much we innovate or grow, we need to stay grounded and focus on genuine relationships with our customers and partners.
*Editor*: Speaking of innovation, I understand RDSL is embarking on an ambitious project with a new warehouse. Can you share more about this initiative?
*Jérémy*: Absolutely! We’re committed to value-added logistics, responding to the growing demands of e-commerce. Our new 12,000 m² warehouse is set to launch in 2025 and will enhance our capacity and efficiency. It represents our commitment to modernizing our operations while staying true to our traditional values.
*Editor*: It sounds like a perfect blend of tradition and modernity. What excites you most about the future of RDSL?
*Jérémy*: The potential for growth is exciting! We aim to keep evolving, embracing innovation, and finding ways to serve our customers better while remaining rooted in our core values. Our journey has been built on collaboration and creativity, and I can’t wait to see where we go from here.
*Editor*: Thank you so much, Jérémy! It’s inspiring to hear your thoughts on balancing tradition with innovation. Here’s to many more successful years for RDSL!
*Jérémy*: Thank you! Cheers to the future!