{"id":2493,"date":"2023-06-17T09:20:00","date_gmt":"2023-06-17T07:20:00","guid":{"rendered":"https:\/\/www.flbs-luxe.com\/wp\/prod\/?p=2493"},"modified":"2023-11-02T18:27:48","modified_gmt":"2023-11-02T16:27:48","slug":"cwd","status":"publish","type":"post","link":"https:\/\/www.flbs-luxe.com\/wp\/prod\/2023\/06\/17\/cwd\/","title":{"rendered":"De la PME CWD \u00e0 l\u2019ETI LIM, le saut r\u00e9ussi d\u2019un fleuron du luxe \u00e9questre Fran\u00e7ais"},"content":{"rendered":"\t\t
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De la PME CWD \u00e0 l\u2019ETI LIM.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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le saut r\u00e9ussi d\u2019un fleuron du luxe \u00e9questre Fran\u00e7ais.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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L\u2019entreprise CWD<\/a> est sp\u00e9cialis\u00e9e dans la fabrication de selles haut de gamme pour la comp\u00e9tition et les loisirs \u00e9questres. Elle a \u00e9t\u00e9 fond\u00e9e \u00e0 Nontron en Dordogne, en 1998 par Laurent Duray, passionn\u00e9 par les chevaux. Il a eu l\u2019intuition que le march\u00e9 des selles de haute qualit\u00e9 allait se d\u00e9velopper \u00e0 travers le monde. La confection de selle mobilise des savoir-faire anciens autour desquels CWD a greff\u00e9 une culture de l\u2019innovation. CWD travaille le cuir mais a \u00e9galement introduit des mat\u00e9riaux comme le carbone, la fibre de verre et l’\u00e9lastom\u00e8re. Pour cela, CWD a con\u00e7u un syst\u00e8me de num\u00e9risation du dos du cheval, \u00e9valuant la r\u00e9partition de la pression du cavalier sur sa monture, qui a r\u00e9volutionn\u00e9 une activit\u00e9 de luxe encore artisanale.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Image CWD<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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La selle 2GS, cr\u00e9\u00e9e en 2009, comprend 90 pi\u00e8ces composites assembl\u00e9es. CWD fabrique des selles sur mesure dont le prix peut d\u00e9passer 5 000 euros. L\u2019entreprise est dot\u00e9e d\u2019un service de R&D<\/a> tourn\u00e9 vers l\u2019appareil locomoteur du cheval et la performance en concours \u00e9questre. CWD \u00e9quipe aujourd\u2019hui beaucoup des meilleurs cavaliers mondiaux.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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A la t\u00eate de CWD, Laurent Duray...<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A la t\u00eate de CWD, Laurent Duray a senti l\u2019int\u00e9r\u00eat d\u2019un processus d\u2019int\u00e9gration verticale pour mieux garantir la qualit\u00e9 des produits. Il a impuls\u00e9 \u00e0 partir de 2012 l\u2019exp\u00e9rimentation d\u2019un \u00ab p\u00f4le excellence rural \u00bb, qui associ\u00e9 \u00e9leveurs, coop\u00e9ratives abattoirs et tanneries afin d\u2019am\u00e9liorer la qualit\u00e9 des peaux locales. M\u00eame si la r\u00e9gion Nouvelle Aquitaine et plus largement la France ne sont pas en mesure de fournir suffisamment de peaux, les acteurs revendiquent des savoir-faire dans la pr\u00e9paration et une culture de la transformation du cuir en particulier au sein du cluster R\u00e9soCuir<\/a> cr\u00e9\u00e9 en 2017. La mati\u00e8re premi\u00e8re n\u2019est pas \u00e0 leurs yeux un d\u00e9chet de l\u2019\u00e9levage, mais au contraire la source d\u2019une richesse locale. Le cuir est qualifi\u00e9 de \u00ab p\u00e9trole \u00bb du territoire par L. Duray qui lui accorde la plus grande attention.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Leather in Motion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Le dirigeant de CWD a pleinement concr\u00e9tis\u00e9 sa strat\u00e9gie d\u2019int\u00e9gration \u00e0 travers la cr\u00e9ation du groupe LIM (Leather In Motion)<\/a> qui \u00e0 partir de 2013 a rassembl\u00e9 des marques de l\u2019univers \u00e9questre. Un mod\u00e8le de holding est le vecteur de la mise en \u0153uvre d\u2019une double int\u00e9gration horizontale et verticale. En 2013, LIM a pris le contr\u00f4le du sellier basque Devoucoux<\/a>, lui aussi positionn\u00e9 sur le cr\u00e9neau du luxe et tourn\u00e9 vers l\u2019exportation (\u00e0 hauteur de 70 %). En 2018, le sellier Butet<\/a>, originaire de Saumur et porteur d\u2019un fort h\u00e9ritage \u00e9questre, a rejoint la galaxie. Plus r\u00e9cemment, le sellier anglais Albion en a fait de m\u00eame donnant ainsi une dimension plus internationale au groupe. Au sein de LIM chaque marque reste autonome, garde son positionnement, son r\u00e9seau, sa strat\u00e9gie et ses valeurs. Mais des mutualisations sont op\u00e9r\u00e9es en mati\u00e8re d\u2019achats, de distribution et de recherche. De m\u00eame, LIM peut appuyer le financement des investissements de chacun.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Des acquisitions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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En 2017, LIM a fait l\u2019acquisition de la majorit\u00e9 du gantier Georges Morand de Saint-Junien en Haute-Vienne, entreprise familiale cr\u00e9\u00e9e en 1946, positionn\u00e9e sur la fabrication de gants de luxe et de gants tr\u00e8s techniques pour les pilotes d’avions ou les motards du minist\u00e8re de l’Int\u00e9rieur.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Dans une logique d\u2019int\u00e9gration verticale les tanneries de Chamont, partenaire historique de CWD ont \u00e9t\u00e9 rachet\u00e9es. Plus r\u00e9cemment d\u2019autres marques ont rejoint le groupe : Arioneo<\/a> qui analyse les donn\u00e9es \u00e9questres ou encore EnviroEquine et Ravene sur le th\u00e8me de la sant\u00e9 des \u00e9quid\u00e9s.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Un mod\u00e8le \u00e9conomique qui sert l'excellence<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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LIM ma\u00eetrise la cha\u00eene de valeur, depuis la peau de l\u2019animal en passant par la tannerie, la fabrication, la vente, la logistique, le service apr\u00e8s-vente. Ce mod\u00e8le transversal est unique au monde dans l\u2019univers \u00e9questre et permet de garantir un niveau d\u2019excellence in\u00e9gal\u00e9.
Sur ces bases LIM est aujourd\u2019hui une ETI qui compte environ 750 salari\u00e9s pour un chiffre d\u2019affaires voisin de 100 millions d\u2019euros, r\u00e9alis\u00e9 pour les deux tiers \u00e0 l\u2019exportation.<\/p>

La trajectoire de l\u2019entreprise montre une capacit\u00e9 \u00e0 promouvoir des savoir-faire fran\u00e7ais d\u2019exception \u00e0 l\u2019\u00e9chelle internationale. La proposition de valeurs faite aux cavaliers mondiaux associe haute qualit\u00e9, innovation et traditions \u00e9questres fran\u00e7aises.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"FLBS\"N’h\u00e9sitez pas \u00e0 consulter nos autres articles sur les PME du luxe<\/a> sur le site de France Luxe Business School<\/a> .<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

L\u2019entreprise CWD est sp\u00e9cialis\u00e9e dans la fabrication de selles haut de gamme pour la comp\u00e9tition et les loisirs \u00e9questres. Elle a \u00e9t\u00e9 fond\u00e9e \u00e0 Nontron en Dordogne, en 1998 par Laurent Duray, passionn\u00e9 par les chevaux.<\/p>\n","protected":false},"author":7,"featured_media":2548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[34],"tags":[52],"class_list":["post-2493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-flbs_actualites_pme","tag-pme-du-luxe"],"yoast_head":"\nLe cuir haut de gamme<\/title>\n<meta name=\"description\" content=\"CWD est sp\u00e9cialis\u00e9e dans la fabrication de selles haut de gamme pour la comp\u00e9tition et les loisirs \u00e9questres. 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