From medicine to seduction, such is the unique journey of Aubade , born at the end of the 19th century from the hands of a doctor who wanted to create a corset to help his wife overcome her back problems. Later acquired by the Parisian Pasquier family, the brand has continually renewed its collections to meet consumer demand. This has become one of the brand's strengths, with 90% of its collections being updated every year. Building on its success in France since the 90s with its "audacious lessons in seduction," Aubade quickly expanded into new territories in the 2000s: first in Europe, then in the United States, Russia, Japan, and even China. " We work with a universal collection, which we present to all our partners, whether they are in France or abroad." "That's also what's so appealing: the fact of buying a French corsetry brand, of buying a product with a French Touch ," explains François Thorel, Aubade's export manager. The brand, currently present in some forty countries primarily through department stores, is now looking to establish itself in new regions of the world.

Seduction yes, but seduction for oneself 

To stand out, Aubade chose to position itself in the niche of seduction, but seduction first and foremost for oneself. The product is sold worldwide with the widest possible range of sizes. " It's our corsetry expertise that allows us to adapt each line to all sizes ," adds François Thorel. This expertise is complemented by selective distribution, with lingerie sales experts. Aubade relies on companies specializing in premium lingerie to reach its clientele. " Specialized saleswomen know how to identify what the customer wants. A shopper in a store needs someone who can guide her to help her choose the right style. Beyond three product trials, the sale won't happen ," he explains. To successfully sell its collections worldwide, the company also carefully cultivates its storytelling, but also, and above all, the human element. " It involves a lot of intercultural exchange; business is just a pretext." " We are mainly looking to find out how to collaborate ." Aubade is also finding this aspect of business with its ambition to develop further in the Middle East.

The challenge of conquering the oriental market as a lingerie brand 

Having been present in the Arabian Peninsula for many years without achieving the expected success, Aubade now aims to make a strong comeback in this market. " It's a region with great potential for quality lingerie. It's true that in the past, we didn't go there with the right offering, but we're looking to return to this territory ," explains François Thorel. The brand's initially limited size range was indeed a disadvantage. Now that this issue has been addressed, with cup sizes up to an H, the company is relaunching in some of these countries where these sizes are essential. However, the situation remains delicate in this Eastern market where explicitly displaying one's social status is a prerequisite for attracting customers – something lingerie doesn't allow – and which the export manager also describes as "modest." " We're in a very specific sector, focused on the culture of intimacy, on the female body, which is also highly political. And to sell a product, you have to show it off ." To promote its product, Aubade is once again relying on an image of "self-seduction above all else." While the brand usually chooses to work with importers who distribute its lingerie in corners or multi-brand stores, it now wants to go further and find its perfect match: a retail specialist partner with whom it would work closely to open the first Aubade boutique in the Middle East.

“I would never have obtained such exchanges by leaving alone with my suitcase and my samples” 

To find this ideal partner, Aubade chose to participate in an international mission organized by Bpifrance and Business France alongside 21 other companies last March. Focused on discovering the Eastern market and its specific characteristics, this Explore & Match mission, dedicated to companies with a French Touch focus, allowed the delegation to have qualified meetings with potential partners. For Aubade, this immersion in Dubai confirmed that the market wasn't as straightforward as it seemed, thanks to a comprehensive program. " We had flawless organization with no downtime: a visit to the World Expo, meetings with buyers, retail tours that provided valuable on-the-ground knowledge… Every meal was also an opportunity to meet with local investors and entrepreneurs ." The extensive program also seems to have fostered cohesion within the delegation, whose companies were able to share their experiences after each meeting, the best practices they learned, and even exchange contact information. " We met people who came for the same reasons, but with different experiences and perspectives." “These are the human connections, with informal exchanges and discussions, that allow us to build a network, ” enthuses François Thorel. The export manager, who met with five potential partners, left with a better understanding of a market “ where retail is evolving very rapidly ” and potential buyers with whom to further develop relationships, even after returning to France. “ I would never have achieved this by going alone with my suitcase and samples. Being part of the French Touch program, with Bpifrance, Business France, and the French government behind us, is an additional calling card ,” he affirms.

« Where I am satisfied today is that I have contacts with whom to discuss and to whom I regularly give news, and I know that by dint of stubbornness we will get there. », concludes François Thorel.  

Relive the Explore & Match French Touch Dubai mission with this video: