A family story.
Before being an entrepreneurial story, Sud Express is above all a story of encounters, a human adventure, exceptional
It all begins with Patrick Bellaiche, a fashion enthusiast and lover of beautiful fabrics since his tender youth.
He stands out with his elegant style , and as soon as he sets aside a bit of money, his first instinct is to treat himself to a cashmere sweater.
It's only natural that in 1977 , on rue de Malte, Patrick realizes his dream by opening his own clothing workshop . It was a time when everything seemed possible, when society was bubbling with art and new desires. It is under his guidance that Sud Express is born, in the heart of the excitement of Parisian fashion.
The emblem of the early collections?
A small star , discreetly sewn on the back of the knits, reminding of the timelessness of each piece , a must-have in every modern woman's wardrobe. "Sud Express embodies the excellence of materials, creativity and technical rigour that define the manufacture of our products. Patrick Bellaiche The brand is sold to independent clients and department stores. Soon, customers flock in, the brand quickly charms with the quality of its collections. Buoyed by its successes, in 1990, Patrick inaugurates his first shop on Boulevard Saint Michel, in the heart of the 5th arrondissement.
A first step towards expansion , which will start in 2005, when around thirty Sud Express stores are born , propelling the brand towards new horizons.
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The passing down from generation to generation
Léa and Benjamin , Patrick's children, have always been immersed in this world. They remember their weekends spent exploring the shops , learning the ropes of the trade alongside their father, dissecting the shop windows , organizing the merchandising, or even recognizing the different materials . It holds no secrets for them anymore.
"Our father passed on his love for the craft to us; we've lived with Sud Express like a little sister since our childhood. After our respective studies, we dreamt of joining him in the adventure. It's our family story !"
In 2007, Benjamin thus becomes the Chief Executive Officer . In 2023, Léa becomes the Artistic Director after supporting her father for years alongside the design team. A smooth transition of the torch between Léa and Patrick.Together, they breathe new life into the brand , seizing the opportunity of the digital age and bringing a more contemporary touch while respecting the brand's DNA created by their father.
Today
Today, the family business boasts no fewer than 340 employees, both men and women, working together to uphold its values and vision. "Our priority? To remain on a human scale, while sharing the values that have forged us: SIMPLICITY, EFFICIENCY, ACCESSIBILITY and FAMILY , of course ! The brand continues to expand, aiming to be ever closer to its clientele . It's contemplating its international development, with a digital and omnichannel strategy at the heart of their project.
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Sud Express ADN
Sunshine all year round, or nearly
Our name? Solar, like our collections. Season after season, it's all about express round trips to the South, with essentials that can be worn both in the city and on vacation.
Under the guidance of Léa as Artistic Director, the collections aim to be constantly reinvented, accessible, and fair throughout the year. They are both casual, timeless, and radiant, perfectly reflecting the soul of Sud Express.
Femininity in the details
Subtle, femininity at Sud Express is expressed discreetly, without artifice. Through a small star carefully sewn on the back of a knit. Through a dress length that stands up to gusts of wind. Or through colorful prints that bring a smile.
Closeness with the teams
At Sud Express, communication is horizontal. At headquarters, this translates into regular meetings where everyone has a say. Here, all ideas are welcomed! Benjamin is never far from a train station: he loves meeting the sales teams working in the boutiques, out in the field. This allows him to get concrete feedback on the desires of his customers and the needs of his employees.
Unwavering respect for our clients (you !)
Your opinion matters more than anything. That's why we've designed Sud Express boutiques as places for exchange. Our teams? They're true partners, trained to advise you well — all year round. In fact, that's what you often point out to us: our sales teams are part of your daily life. They often know you for several years. Complicity and loyalty, you can't fake that.
"We constantly offer a reinvented range, accessible at a fair price all year round."
Léa Bellaiche
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Three questions for Léa :
Where do ou draw your inspirations from ?
"Travelling, above all. It's essential for me to hunt around for bargains, to wander the streets, to get my hands on materials, to discover colours that could be adapted or prints that could be brought up to date.
Sud Express style, in three words ?
"Casual, timeless and sunny.
A perfect combination that embodies casualness, eternal chic and that touch of light that illuminates every room."
What's it like working with family ?
"Above all, it's a question of how we complement each other. Although Benjamin and I have very different skills, we support each other on many issues. Sud Express is a bit like our second home. The brand remains our greatest adventure.
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