34_Interview David Godfrey General Manager Of Alfred Dunhill France Story By Marie-Christine Schaar One Of England'S Most Beautiful Luxury Brands Is Getting Ready To Soar Again In The French Market.

After a glorious era, dunhill fell on hard times like the rest of the market. After a much-needed shake-up, the prestigious brand has just procured the means to win back the spot that it previously held in the French market. MCS: David Godfrey, can you give us some background on your career? DG: """"I began my career in England, in the luxury ready-to-wear sector. I have been at Alfred Dunhill for 10 years, during which time I have had various international responsibilities. I have been general manager of Alfred Dunhill France for the last three years."""" MCS: What were your priorities? DG: """"Build on the example of our international brand's extremely powerful presence in Asia by developing our position in France. Distribution of dunhill's accessories has been entrusted to Diffusion FPG, under the responsibility of François de Planchard and Pascal Girel. The advantage of this company is that it has nationwide coverage and can call on a network of sales representatives covering the whole of mainland France. We currently have 60 sales outlets in France and we are aiming at 150 to 200 within the next 18 months."""" MCS: What are your strengths? DG: """"An attractive product range based on writing instruments, small leather goods and our world- famous cufflinks - basically, the archetype of the ideal gift for men! Our collection of """"Sidecar"""" pens, launched in 2004, was recognised by European professionals for its high level of quality. The range was initially available in resin and tortoiseshell style, and now covers such designs as shagreen, ostrich and python. The major new products for the end of the year are the Revolette, the first luxury three-colour ball-point pen, including a pencil, and a palladium version of the """"Sidecar"""" with an alligator and shagreen engraving. Magnificent products so typically dunhill!"""" MCS: What are your objectives? DG: """"We want to establish a true spirit of partnership with the network. We are going to help our retailers to develop their business with the dunhill brand by providing them with high-quality products featuring a pricing policy geared towards the market. This will be rounded off with consumer catalogues, a new working catalogue, nationwide publicity and especially a joint local advertising campaign By the end of 2006, there will also be a new visual concept building on the concept of the new Alfred Dunhill store in Sloane Street, London (due to open in September 2006). In closing, I would say that dunhill is still very much present and its place is there for the taking. dunhill is keen to do wonderful things with the network and has all the elements in hand to succeed.""""