Page 27 - September 2020

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A Fully Integrated

Experience

Lyoum is a quality prêt-à-porter brand that was developed
between Paris and Tunis with delicate Mediterranean

influences. Here, RLI speaks with company CEO Sofiane
Ben Chaabane to discuss how the company has been

operating during the pandemic and what the future holds.
@ASH_KHMIRI @ASH_KHMIRI @ASH_KHMIRI

“At Lyoum, we have always wanted the brand
he business was founded by French and Tunisian From the very beginning of the pandemic, the business Sofiane explains that their distribution strategy has
couple Claire and Sofiane Ben Chaabane and strictly observed the official instructions. So when they were never been based on massive store openings and they to be more than just a fashion brand.
since 2011; Lyoum’s collections for women, men allowed to re-open their stores, they did so in accordance have always made sure to remain light and flexible. As We connect people and try to trigger people’s
Tand kids have been a true invitation to a wonderful with the government’s procedures and recommendations. a Tunisian brand they felt it was important to have a
journey between the shores of the Mediterranean. Ben Chaabane explains that the team was very eager to get physical presence in Tunisia with its two stores. Outside open-mindedness and curiosity”
“We have two Lyoum stores in Tunisia in La Marsa and back to work and the customers were very supportive and of Tunisia they have based their distribution plan on two
el Menzah and the first of these opened in 2012,” says came back to the stores as soon as they opened their doors. pillars, digital and pop-up stores. Since its inception the company has continued to operate
CEO Sofiane Ben Chaabane. “Outside of Tunisia we have “During the lockdown it was clear for us that, as a brand, “We believe in the power of brands. When it comes to with the same recipe: that of a strong, unique and innovative
distributed our products in multi-brand shops in Europe and we needed to stay close to our community and as far as we them, it’s more than just products. Brands have a vision, a positioning at the service at premium quality products,
Egypt and we have opened several pop-up shops in Paris and were concerned, it was important to focus on what is at the story to tell and a message to convey. At Lyoum, we have manufactured with love and respect.
London. This year we launched a ‘shop-in-shop’ in the Paris- core of our DNA: authentic generosity and caring. So from always wanted the brand to be more than just a fashion Ben Chaabane feels that one of the key drivers behind
based department store ‘Le BHV Marais’.” the very first days of the confinement we opened discussions brand. We connect people and try to trigger people’s open- the success of Lyoum is that it conveys a message that taps
The outbreak of Covid-19 has forced Lyoum to shift its with our community, to try to share tips, experience and daily mindedness and curiosity.” into people’s hearts’ that fashion is not only about products,
expectations but also offered them the opportunity to rethink its chats,” says Ben Chaabane. Beginning life as a small independent brand that could but it is also about playing a wider role and sharing strong
business. They have had to re-evaluate their offer, rethink plans with The 12 months before Covid-19 were excellent for the not afford to pay massive amounts on traditional media authentic values to make the world better.
its manufacturers and postpone some of the planned projects but company. In December last year they finalised a capital platforms, they instead focused their energy into crafting a Looking ahead, the business has a lot of good plans in the
also accelerate some deep changes that were already in motion, increase to help them take the brand to the next level with genuine social media approach, based on a truly innovative works, an excellent and engaged team and as a group they
especially regarding its global offer and the timings of the collections. the arrival of a new investor who shared their ambition and brand positioning at that time. So slowly and step-by- are always working on improving their offer.
“Our main concern was our people, our team. First of all with whom they wanted to develop Lyoum. Eight years after step, they have built a strong community on social media, “What we have discovered this year is that no one is safe
we wanted to make sure we could keep and pay everyone. It its launch, they had a more mature design line, a growing a very engaged community that has supported them against a worldwide issue such as a pandemic. The only thing
wasn’t easy but we felt in those tough moments, more than panel of clients and a stronger and more engaged community in their growth and which they have leveraged for their that we can make sure of is to remain as flexible and resilient
ever we needed to feel together,” explains Ben Chaabane. on social media. e-commerce business. as possible,” concludes Ben Chaabane.

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