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Concept
Petit Bateau
Summary
Petit Bateau is a French brand of clothing and underwear for children founded in 1920, but whose origins date back to 1893, in Troyes. Integrated into the Rocher Group since 1988, Petit Bateau is a children's brand that became trans-generational in the 2000s thanks to the launch of the adult collection.
In 1893 Pierre Valton opened, in a 3 700m2 workshop, the Valton-Quinquarlet & Sons hosiery factory, which specialized in underwear, especially in underpants and vests. Established in the Aube, capital of the French textile industry in the nineteenth century, at that time the Saint-Joseph factory in Troyes manufactured the entire production. In 1918 Étienne, the founder's son, invented underpants without legs and buttons and replaced the rough wool by white unbleached cotton. For greater convenience, he replaced the buttons by an elastic band at the waist and the thighs. However, the brand used the term "panties", which referred more to women's or children's underwear.
Valton was inspired by the nursery rhyme Maman les p'tits bateaux (Mummy the little boats) for the name of this new underwear, and he registered it as his trademark. The Petit Bateau brand was thus registered in 1920 by the Valton-Quinquarlet company, and was symbolized at that time by the drawing of a little girl nicknamed Marinette. At the 1937 Universal Exhibition in Paris, the company won the "Grand Prix de l'innovation" but it was really after the Second World War that the company developed and diversified its product range.
In the late 1980s the company was on the verge of filing for bankruptcy; it was acquired in 1988 by the Rocher Group, formerly the Yves Rocher Group, which beat a BNP bid. The Rocher Group also includes Yves Rocher, Stanhome, Pierre Ricaud, Daniel Jouvance, Kiotis, ID Parfums, Flomar and Sabon.
In the middle of the 1990s, in the midst of a minimalist trend, Petit Bateau became a “fashionable” brand: Karl Lagerfeld had Claudia Schiffer walk the catwalk in a Petit Bateau T-shirt under his Chanel suit, and success was immediate.
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