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TALKING SENSE Le Chameau


We speak with David Robinson, the new CEO of Le Chameau, to fi nd out his vision for the company.


Why did you choose to move to Le Chameau? It was an opportunity that really inspired me – I’ve always lived in the country, have fi shed, shot and own horses, so my family and I have always loved the product. I can also see the potential for the brand, the values that underpin its core and the relationship it has with its fans. Le Chameau was created in 1927, and has over 90 years of deep connection with the country sporting community and life. That’s quite something in today’s world, where things change fast, companies start and disappear in short spaces of time. This brand has had the clarity of purpose and resilience to stay the course.


How do you see the future for Le Chameau? It’s exciting being part of a company that has such an established following. One of the things that comes across strongly is the loyalty and pride that customers feel in the products. Having said that, every company needs to keep challenging itself to improve and be forward thinking, so we are working hard to balance new developments with staying very true to the Le Chameau brand, both in practical terms and in spirit. What this means is that we will never compromise on the quality and build of the boots. Le Chameau will always be about practical use in the fi eld and the pride you feel from wearing a high quality beautifully designed product.


T


ell us a bit about your life before Le Chameau?


For 22 years, I worked for Speedo, the global swimwear company and the last eight years of that time I was president. I started my career at Puma, the sportswear company, as a trainee in the sales department and then joined Speedo in 1995 as a key account manager. I progressed to become UK country manager in 2000. I then moved into product and marketing where I learned about product development, sourcing and marketing. I lead both


38 | Tackle & Guns | February 2018


functions and set up Aqualab the R&D facility, which developed the record breaking LZR Racer Swimsuit. I became president in 2008.


This multidisciplinary background has given me a fantastic overview of how a company works and given me the insight to understand the challenges faced by every department, in a company such as Le Chameau. It has also helped me to understand the power of aligning a whole company behind a common goal and common set of values.


What is the focus going to be on for developments in the near future?


At the moment the focus is very much on boots for those living and working in the countryside, or those who enjoy a sporting country lifestyle. We are currently working on extending our leather shooting boot line which are designed specifi cally to meet the needs of our sporting consumers. We are very excited about this line of products and will be sending them to our testers shortly.


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