Once, the name Allée de la Redoute was whispered with a sense of innovation. La Redoute started as a humble wool spinning operation. Joseph Pollet founded it in 1837. He established it in Roubaix.
Now standing here at Allée de la Redoute, let’s uncover the story behind this place. Charles, Joseph’s son, followed in his father’s footsteps. In 1873, Charles built a factory. It was strategically placed on a plot. This plot sat at the intersection of rue de Blanchemaille and rue de La Redoute. He named the business Filatures de La Redoute. This name paid homage to its location.
La Redoute faced a crisis after World War I. The family sought ways to sell excess stock. A small ad appeared in Le Journal de Roubaix. It advertised discounted wool. This was the start of factory outlets.
In 1925, the company launched a monthly magazine called Pénélope. It offered practical advice. It included samples and rates for customers. This led to the creation of a mail-order catalog.
By 1928, La Redoute had 600,000 clients. This encouraged the Pollet family to create a specific medium for distributing and promoting their items. The first La Redoute catalog was published in 1928. It had sixteen pages. It featured about forty items. These focused solely on knitting.
The catalog grew. It included products for the home. By 1999, it had 1,218 pages. It contained 66,000 references. La Redoute became the French leader in mail-order sales.
Social changes drove La Redoute’s growth. These included the rise of consumer society. Ready-to-wear fashion became popular. Marketing improved. Communication advanced with the telephone, Minitel and the internet. Customer service expanded and regular investments helped a lot.
In 1961, La Redoute stopped manufacturing. It focused on distribution. The company went public in 1964. In 1968, La Redoute partnered with Finaref. They launched the Carte Kangourou credit card.
La Redoute became a subsidiary of Redcats Group in 1994. Redcats was formerly La Redoute Group. It was part of Pinault-Printemps-Redoute now Kering.
Sales dropped by 10% per year after 2010. Kering sought a buyer for La Redoute. In 2014, Kering sold La Redoute to its managers. Nathalie Balla and Eric Courteille bought it for one symbolic euro.
In 2015, La Redoute reported a loss. The Galeries Lafayette Group bought La Redoute in 2017. They aimed to acquire 100% ownership. By 2022, they reached an agreement to acquire the remaining shares.
La Redoute refocused on home décor. Its historical focus on ready-to-wear became less central. The group aimed to become a European leader in home décor.
Today, La Redoute is a major e-commerce player. It serves millions of customers. It maintains a strong brand presence. It continues to evolve in the market.
As we stand on Allée de la Redoute, we remember its long history. It started with wool spinning. It grew into a leading e-commerce brand. La Redoute adapted to changing times. It embraced innovation. Its story reflects the evolution of commerce itself.