Avel & Men is stepping into luxury leather goods. The young French Maison intends to win over consumers by betting on a high-end backpack designed for water sports.
Avel & Men launches a luxury backpack for sailing
Avel & Men is taking the plunge into luxury leather goods. The French startup wants to stand out from its competitors by designing creations tailored to sailing.
The result is a luxury backpack launched in November 2016. A backpack made of Italian leather and engraved with a logo on a carbon plate, a nod to the materials used on racing boats.
The Avel & Men backpack's ties to the nautical world also show in its Dyneema handles, a rope used to replace the metal cables on boats. You will also notice a backpack lining inspired by weather charts of sea winds.
The Maison designed its first creation in the Limoges area, in Haute-Vienne. Its story, however, begins in Brittany. That origin is reflected in its name: Avel & Men means "the wind and the rock" in Breton.
Online sales to begin with
For now, Avel & Men sells its high-end products exclusively through its e-commerce website.
Xavier Broise and his sister Agnès, the founders of the Maison, are nonetheless aiming for rapid international growth.
In particular, they hope to win over consumers in Australia, New Zealand, the United States and the Scandinavian countries, all places with a strong sailing culture.
Avel & Men should also promote itself at international sailing events. Xavier and Agnès Broise are notably counting on a partnership with the organizers of the Fireball World Championship.
In addition to its backpack, already on sale for 738 euros, the French brand produces high-end accessories. Its e-commerce website features watch pouches, customizable belts and key rings, all of them also centered on the nautical world.
Avel & Men is thus entering a niche market still largely untapped by luxury brands. The French leather goods Maison now aims to grow its business by 2017. Xavier and Agnès Broise are currently working on a canvas and leather weekend bag for next year.
