{"id":7095,"date":"2024-02-02T14:33:35","date_gmt":"2024-02-02T13:33:35","guid":{"rendered":"https:\/\/altaviagroudev.wpenginepowered.com\/news\/la-pelucherie-un-heritage-de-douceur-transmis-de-generation-en-generation\/"},"modified":"2026-02-09T12:12:52","modified_gmt":"2026-02-09T11:12:52","slug":"la-pelucherie-un-heritage-de-douceur-transmis-de-generation-en-generation","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/la-pelucherie-un-heritage-de-douceur-transmis-de-generation-en-generation\/","title":{"rendered":"La Pelucherie : Un h\u00e9ritage de douceur transmis de g\u00e9n\u00e9ration en g\u00e9n\u00e9ration."},"content":{"rendered":"

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C<\/span>eux qui l'ont connue s'en souviennent forc\u00e9ment. Cr\u00e9\u00e9e en 1976, la marque <\/b>La Pelucherie<\/b><\/a> fait le bonheur de nombreux enfants durant pr\u00e8s de 30 ans. Une v\u00e9ritable institution, \u00e0 la renomm\u00e9e internationale, dont la boutique situ\u00e9e sur les Champs-Elys\u00e9es fait r\u00eaver petits et grands.<\/b><\/h4>\n

En 2016, 20 ans apr\u00e8s la fermeture de son magasin mythique, La Pelucherie est relanc\u00e9e par Natacha Benarous et Alexandra Rapaport, les deux petites filles de la fondatrice. En quelques ann\u00e9es, la marque reb\u00e2tit un socle solide pour un avenir prometteur.[\/vc_column_text]\t\t<\/div>\n\t<\/div>\n<\/div><\/div>[vc_empty_space height=\u00a0\u00bb37px\u00a0\u00bb][vc_gallery type=\u00a0\u00bbflexslider_slide\u00a0\u00bb interval=\u00a0\u00bb0″ images=098,7835,7100″ img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb37px\u00a0\u00bb]

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La Pelucherie est rest\u00e9e pendant de nombreuses ann\u00e9es une institution sur les Champs-Elys\u00e9es. Que repr\u00e9sentait ce lieu pour ceux qui l'ont connu ?<\/h3>\n

\u00a0<\/p>\n

Alexandra Rapaport :<\/strong> Ma grand-m\u00e8re a cr\u00e9\u00e9 sa boutique en 1976, dans l'id\u00e9e de proposer des peluches tr\u00e8s haut de gamme. La boutique La Pelucherie, assez vaste et remplie de peluches, faisait r\u00eaver tous ceux qui y entraient. Ma grand-m\u00e8re d\u00e9ployait aussi beaucoup d'efforts pour mettre en sc\u00e8ne de belles vitrines, qui attiraient un grand nombre d'enfants et de parents. Certains clients habitant en province avaient d'ailleurs pour programme parisien : 1. la Tour Eiffel 2. l'Arc de Triomphe et 3\u2026. les vitrines de La Pelucherie !
\nDans le livre d'Or que nous avons retrouv\u00e9, figurent des petits mots de Sophie Marceau, Michael Jackson, Luc Besson, Snoop Dogg \u2026 La Pelucherie \u00e9tait vraiment une r\u00e9f\u00e9rence pour beaucoup de stars. Mais la marque a toujours veill\u00e9 \u00e0 ne pas para\u00eetre inaccessible, en s'adressant aussi aux familles plus modestes, pour qui l'achat de l'une de nos peluches avait une vraie port\u00e9e sentimentale.<\/p>\n

\u00a0<\/p>\n

Avec votre s\u0153ur, vous avez d\u00e9cid\u00e9 de relancer la marque. Comment cela s'est-il pass\u00e9 ?<\/h3>\n

\u00a0<\/p>\n

A. R :<\/strong> Pour relancer La Pelucherie, nous nous sommes appuy\u00e9es sur les valeurs familiales de la marque, qui propose des compagnons pour toute une vie.
\nPour commencer, nous avons eu de la chance : le nom La Pelucherie \u00e9tait retomb\u00e9 dans le domaine public mais personne ne l'avait encore repris. Nous l'avons donc rachet\u00e9. Ma s\u0153ur Natacha a aussi r\u00e9ussi \u00e0 retrouver la trace de l'atelier historique avec lequel travaillait notre grand-m\u00e8re, en Italie. Notre premi\u00e8re visite a \u00e9t\u00e9 un moment absolument magique. Les mod\u00e8les de ma grand-m\u00e8re, avec les \u00e9tiquettes, y \u00e9taient soigneusement conserv\u00e9s, comme de pr\u00e9cieuses archives.[\/vc_column_text]\t\t<\/div>\n\t<\/div>\n<\/div><\/div>[vc_empty_space height=\u00a0\u00bb37px\u00a0\u00bb][vc_gallery type=\u00a0\u00bbflexslider_slide\u00a0\u00bb interval=\u00a0\u00bb0″ images=\u00a0\u00bb7101,7102″ img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb37px\u00a0\u00bb]

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Quelle est la particularit\u00e9 des peluches de la Pelucherie ?<\/h3>\n

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A. R :<\/strong> Nos peluches sont dessin\u00e9es par notre mod\u00e9liste puis minutieusement d\u00e9velopp\u00e9es dans notre atelier de cr\u00e9ation pendant plusieurs heures. Elles sont int\u00e9gralement cousues main, avec des mat\u00e9riaux de grande qualit\u00e9 – ce qui explique qu'elles sont garanties \u00e0 vie ! Les animaux sont tous saisissants de r\u00e9alisme, tr\u00e8s expressifs. Chacun est offert dans un pochon, qui peut \u00eatre personnalis\u00e9 au nom de l'enfant.<\/p>\n

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En attendant l'ouverture d'une boutique La Pelucherie (un jour peut-\u00eatre !), quels sont les canaux de distribution ?<\/h3>\n

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A. R :<\/strong> Nous avons 3 canaux principaux, r\u00e9partis assez \u00e9quitablement : Internet pour les particuliers ; les boutiques avec une soixantaine de revendeurs en France mais aussi \u00e0 l'\u00e9tranger (Japon, Singapour, Etats-Unis, Monaco, Belgique, Venezuela, Canada\u2026) ; et le sur-mesure, avec les peluches que nous fabriquons pour de grands palaces parisiens comme le Plaza Ath\u00e9n\u00e9e, le Lutetia, le Crillon, le Ritz ou des marques de luxe comme Saint Laurent, Chanel, Kenzo\u2026<\/p>\n

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Vous avez aussi ouvert plusieurs pop-up stores. Comment choisissez-vous leurs emplacements ?<\/h3>\n

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A. R :<\/strong> Notre objectif \u00e9tant d'accro\u00eetre notre notori\u00e9t\u00e9, nous privil\u00e9gions les gares ou les centres commerciaux, qui sont des lieux o\u00f9 il y a beaucoup de passage.
\nNotre d\u00e9fi est de d\u00e9clencher le premier achat car le prix de nos peluches haut de gamme peut d\u00e9stabiliser. Mais 60% des clients qui ont achet\u00e9 une premi\u00e8re fois renouvellent leur d\u00e9marche.<\/p>\n

\u00a0<\/p>\n

De quels moyens disposez-vous pour accro\u00eetre la notori\u00e9t\u00e9 de La Pelucherie ?<\/h3>\n

\u00a0<\/p>\n

A. R :<\/strong> Nous accordons un grand soin \u00e0 la communication : La Pelucherie est tr\u00e8s pr\u00e9sente sur les r\u00e9seaux sociaux, avec des publications et des stories quotidiennes sur Instagram, Facebook, Linkedin\u2026 sans oublier l'envoi de newsletters. Nous essayons aussi de lancer r\u00e9guli\u00e8rement de nouvelles collaborations, avec des \u00e9tiquettes co-brand\u00e9es comme \u00ab Saint Laurent x La Pelucherie \u00bb.
\nEnfin, nous entretenons un lien de proximit\u00e9 sinc\u00e8re avec nos clients, petits et grands. A ce propos, il faut savoir que beaucoup d'adultes ach\u00e8tent nos peluches pour eux. Certains ont m\u00eame une pi\u00e8ce d\u00e9di\u00e9e \u00e0 leurs compagnons pr\u00e9f\u00e9r\u00e9s.[\/vc_column_text]\t\t<\/div>\n\t<\/div>\n<\/div><\/div>[vc_empty_space height=\u00a0\u00bb37px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row content_text_aligment=\u00a0\u00bbcenter\u00a0\u00bb][vc_column parallax=\u00a0\u00bbcontent-moving\u00a0\u00bb parallax_image=\u00a0\u00bb5672″]

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\n\t\t\t\t.newsletter\t\t\t<\/h2>\n\t\t\t\t\t<\/div>\n<\/div>[vc_column_text]Recevez les actualit\u00e9s et tendances retail en exclusivit\u00e9 !<\/span>[\/vc_column_text][vc_empty_space][vc_btn title=\u00a0\u00bbJe m’abonne\u00a0\u00bb style=\u00a0\u00bboutline-custom\u00a0\u00bb outline_custom_color=\u00a0\u00bb#ffffff\u00a0\u00bb outline_custom_hover_background=\u00a0\u00bb#666666″ outline_custom_hover_text=\u00a0\u00bb#ffffff\u00a0\u00bb class=\u00a0\u00bbc-link\u00a0\u00bb href=\u00a0\u00bbhttp:\/\/2fforms.sbc32.com\/\u00a0\u00bb target=\u00a0\u00bb_blank\u00a0\u00bb rel=\u00a0\u00bbnoopener noreferrer\u00a0\u00bb data-stringify-link=\u00a0\u00bbhttp:\/\/2Fforms.sbc32.com\u00a0\u00bb link=\u00a0\u00bburl:https%3A%2F%2Fforms.sbc32.com%2F65046ef85fef6a5fa6e7a5c0%2FwU3RssckT3CNNqCwsRf6Jg%2Fform.html|target:_blank\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb12px\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

Cr\u00e9\u00e9e en 1976, la marque La Pelucherie fait le bonheur de nombreux enfants durant pr\u00e8s de 30 ans.<\/p>\n","protected":false},"author":17,"featured_media":7096,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[284],"tags":[],"news-type-taxonomy":[],"news-topic-taxonomy":[],"class_list":["post-7095","news","type-news","status-publish","has-post-thumbnail","hentry","category-paroles-de-commercants"],"acf":[],"yoast_head":"\nLa Pelucherie : Un h\u00e9ritage de douceur transmis de g\u00e9n\u00e9ration en g\u00e9n\u00e9ration. - Altavia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Pelucherie : Un h\u00e9ritage de douceur transmis de g\u00e9n\u00e9ration en g\u00e9n\u00e9ration. - 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