1. What makes ST Dupont stand out from other brands in its field?
For nearly 145 years, S.T. Dupont master goldsmiths and silversmiths, lacquerers and trunk-makers have created unique and durable objects that are entirely crafted by hand and made in France for exceptional individuals. This legendary and unique know-how, combined with an entrepreneurial spirit true to founder Simon Tissot Dupont, contributes to perpetuating the international aura and recognition of a House that embodies Fine French Craftsmanship. The most important difference is that our products are 100% hand made in France, in our original workshops in Faverges (French Alps) , a small town near the Swiss border. The metalwork, the manual application of natural lacquer, the combination of exceptional materials and the unique savoir-faire transmitted from generation to generation distinguish Dupont lighters. Natural lacquer art is a very ancient know-how dating back more than 3 000 years. But what is special to Dupont is applying this natural and therefore difficult material on a metal surface (as opposed to wood). S.T. Dupont is one of the only brands mastering this unique craftsmanship since the 1930s. Natural lacquer is entirely applied by only very skilled hands. Up to 6 layers are spatulated to obtain its fascinating shine and depth on the products. The lacquer is also resistant to shocks, scratches and fire. Another special savoir-faire is the guilloche technique: with the help of a diamond cut tool, the metal surface receives engravings with various patterns like the Diamond Head decor. For both, the lacquering and the guilloche, S.T. Dupont has been awarded the label “Living Heritage Company” by the French government as recognition for saving and developing ancient techniques. And what makes Dupont so special? Well, to quote famous rock singer Tina Turner, “It’s Simply the Best”!
2. How significant is the Middle East as a retail market for ST Dupont?
S.T. Dupont is well-established in Middle east and the brand is already recognized as a leader in the luxury market. The Middle East has been and continues to be one of the most strategic markets for the brand S.T.Dupont , with affluent individual markets and loyal customers helping increase the brand awareness in the region. From a retail perspective, the ME has a highly developed network of luxury shopping malls where the brand is present, and we are striving to be present in many more.
3. What are the most popular ST Dupont products in the region?
Customers appreciate the S.T. Dupont lighters range, especially those relevant to the cigar universe, Limited Editions and Haute Creation products are also very important niche products.
For example, Le Grand S.T. Dupont, which is a new range of lighters featuring both a soft flame but also a torch, as well as the new Picasso collection which launched this year - both have been extremely popular with our clients. Our brand signature without question is the Atelier collection which includes writing instruments and leather goods.
4. ST Dupont has several retail outlets in virtually every country (the latest opened its doors in Dubai Mall), do you anticipate opening additional independent boutiques as part of your expansion strategy?
We are always looking into expanding the S.T. Dupont retail network, in partnership with our local partners. We are looking for the best opportunities to open new stores in key markets such as KSA and Kuwait
5. What are the challenges confronting ST Dupont in the region?
S.T. Dupont is well-established, and S.T. Dupont need to renew constantly our offer.
We are convinced that this is what makes the strength of S.T. Dupont. S.T. Dupont ever since aimed to combine traditional craftsman ship, assuring best quality, with contemporary design. Inspirations come from our huge heritage but also from places all over the world. The made in France is a huge bond for the brand and for the end consumers. Our ambition is to continue this legend in perfect harmony with its roots and a future of promise.
6. How do you see the company evolving in the future?
Our strategy is to grow significantly in retail with an ambitious policy of opening 40% new points of sales. S.T. Dupont will continue to innovate and satisfy its customers, especially the most wealthy and powerful, the ones who are spared by the crisis. S.T. Dupont is well-established, and the brand is already recognized as a leader in the high-end segment. The made in France is a huge bond for the brand and for the end consumers. Our ambition is to continue this legend in perfect harmony with its roots and a future of promise.
We’ve entered a new digital era; we have adapted our collection and marketing to this new challenge. S.T. Dupont has started to widen its target to include a younger generation with the launch of their very compact flashy and competitive new offer. On the writing instrument side, Initial Pen collection is also proposed to appeal to modern customers with a passion for the art of hand writing. More recently, we’ve entered the world of ultra-thin products with the launch of SLIM 7 lighters, E-Slim lighter, appealing more to a new generation of consumers for whom a minimal design is of interest. This new contemporary model, practical for everyday use and suitable for both men and women.
Likewise, we need to be more inventive and create new content to tell our story via social media such as lifestyle visuals, know-how movies, and storytelling on our ambassadors, our innovations, and our partnerships. Our aim is to transport our heritage into the present and the future by creating trendy collections, such as connecting items to reach new customers. That is why we have decided to launch a connected leather goods collection and Lighters. As more of our life and work depends on the devices we carry, the chance of losing those devices is an ever-greater risk. To assuage that risk, S.T. Dupont has entered digital universe.