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The Captain Tortue Distributor is a true ambassador for the brand, according to the Chief Executive Officer of this French company which produces high-quality children’s clothing and women’s wear.

A professional and independent business person in their own right, the Captain Torture Distributor represents the company on a daily basis and deserves
the very best support, said Philippe Jacquelinet.

Having launched the original kids’ clothing line with his designer wife Lilian in 1993, Philippe had little knowledge or experience of direct selling but saw the many advantages of this channel.

He realised that selling directly to customers in their own home would safeguard the brand and the values of quality and respect upon which he wanted to build his business. Through trial and error, the couple developed their own business model and ten years later introduced an equally-appealing women’s wear range which they named Miss Captain, since then growth has come primarily from overseas expansion – in some cases through a licensed franchise operation.

The business model is different in many respects from other direct selling organisations (DSOs). One big difference is that Philippe believes firmly in ‘quality over quantity’ when it comes to field recruitment. On the day that Direct Selling News Europe called, the management team had decided to stop recruiting in France ‘because we have sufficient distributors to sell the summer season’.

While this is in complete contrast to other DSOs it is not as strange as it may seem with Captain Tortue enjoying a high level of retention and impressive sales figures. “We have enough to re-invest in the business, look after our people and enjoy our life,” said Philippe.

There is no joining fee and no starter kit. Instead, Distributors receive every new collection in full in exchange for a deposit cheque which acts as a guarantee and will not be cashed. With eight collections a year across the two ranges this is an enormous corporate investment and requires trust and absolute commitment on both sides. Distributors are treated as ‘professionals’ from the start, given comprehensive training and all the support materials they need to hold a party and start to sell.
“About 78 per cent of Distributors stay for the long term, so it seems our way of doing business has much to offer,” added Philippe. “It is a ‘win-win’ way of working for all.”

Company turnover last year was €45 million, an 18 per cent increase over 2007. An ambitious and methodical expansion programme has seen the company open in the UK, Ireland, Spain, Belgium, Luxembourg and most recently Switzerland. In January, Philippe acquired the French lingerie company Java which offers additional earnings potential for Distributors.

Philippe’s aim is to double turnover within the next five years to reach €100 million by 2013 when the company will celebrate its 20th anniversary. Getting through the current economic crisis will require patience, perseverance and creativity – finding new ways to encourage women to host a party while maintaining the enthusiasm and motivation of Distributors.

“The power of direct selling is that we don’t have to wait for customers to come to us.” Philippe said. “I tell my people to believe in themselves and to be even more pro-active and imaginative in the way they approach new customers. The personal touch is the key to our business and this is especially relevant in today’s difficult conditions.”