Distribution & digitalIFA Paris MBA · Luxury

Pinel et Pinel: Growing Without Losing Exclusivity

How does a discreet Parisian leather house reach the world without becoming everywhere?

Pinel et Pinel project visual
4priority regions: Europe, Asia, the Middle East and the US
15–30guests at a time in the Le Bon Marché lounge
3year omnichannel roadmap with KPIs
01The problem

Reach versus rarity

Pinel et Pinel, founded in 2004, makes bespoke trunks, cases and handbags for a quiet, ultra-luxury clientele. To grow, it needed global presence and better service, without diluting the exclusivity that makes it desirable.

02How I approached it

Know the client, then design the channels

  1. 1
    Prioritised markets across France and Europe, Asia (China, Macao, Hainan), the Middle East and the US.
  2. 2
    Built personas, from a 38-year-old finance executive who loves limited editions to a Parisian art collector who prefers private, quiet luxury.
  3. 3
    Benchmarked Hermès, Louis Vuitton and Goyard on craft, reach and discretion.
The insight

Exclusivity isn't about hiding. It's about controlling where and how you're found.

03How it's solved

Selective, experiential, omnichannel

Maison Pinel – L'Art de Vivre

A café and cigar lounge pop-up at Le Bon Marché for 15 to 30 guests, with separate VIP routes, bespoke bookings and no hard sell.

Curated distribution

Wholesale through selected partners for flagship pieces only, plus recurring pop-ups and private VIP showcases.

Phased digital launch

Teasers and influencer seeding before launch, then live streams, QR and AR experiences and a digital loyalty programme.

Three-year roadmap

From e-commerce customisation and virtual consultations to global social, paid and PR campaigns.

04What I'd measure
Customisation uptakeLounge foot trafficQR and AR scan ratesWebsite conversionsLuxury media mentions

“Experience luxury, crafted for the most discerning connoisseurs.”

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