2023-10-03 19:00:00
In New Zealand, the temple of rugby has a name. Auckland’s Eden Park, a vast venue with more than 60,000 seats, hosted the very first World Cup final in history in 1987. A match won by the All Blacks at the expense of France. In the French ranks was a certain Franck Mesnel, 27 years old at the time and for whom the name of the ready-to-wear brand he was about to launch must have already been found.
A year later, alongside Éric Blanc, former three-quarter center, he registered the Eden Park brand before opening a first store in the 17th arrondissement of Paris. A brand that has since become inseparable from the oval and which intends to ride the high mass of rugby, the World Cup, organized at this very moment in France. On Europe 1, in the show France is movingFranck Mesnel (56 selections in Blue) displayed his optimism this Tuesday, despite “certain trends on the market, really negative”.
Eden Park “sells the values of this sport”
“I believe that there will be an inertia from the World Cup effect. And I think that we will prepare for a nice Christmas and a very beautiful year 2024”, he said on the microphone of Elisabeth Assayag . The former rugby player, now an entrepreneur, relies in particular on these spots, evoking the history of the brand, broadcast before and after each match of the competition. A way to “remind everyone that we are present because we don’t communicate a lot,” he says.
And according to Franck Mesnel, the strategy will bear fruit. The co-founder of Eden Park, who was counting on a 20% increase in sales, is thinking bigger. “I think we’re going to explode all that,” he predicts. Especially if the French team were to maintain the level of performance displayed for several years. Because it’s difficult to dissociate the success of Fabien Galthié’s men from that of the brand. “We are really linked to this indicator”, confirms Franck Mesnel for whom Eden Park “also sells the values of this sport. An educational sport which complements the family and the school”.
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