#Meetourmembers: Alexandre Delecroix - Opinel USA
Meet Alexandre Delecroix, leading Opinel USAâs Growth and Expansion for almost 10 years.
Alexandre Delecroix and his American connection
From a young age, Alexandre was captivated by American culture through movies, music, and sports. Later, a pivotal trip to New York City solidified his desire to live in the USA.
During his BBA at EDHEC Business School, Alexandre spent an exchange year at Nazareth University, in Rochester, NY, further deepening his connection to the country.
Later, in his first role at Samedia, a diamond tool manufaturer, Alexandre managed the UK and North American markets, travelling to the US 4-5 times a year. During these three and half years at Samedia, Alexandre learned a lot from this first experience but still had his American dream in mindâŠ
The journey at Opinel USA
Seeking international experience, Alexandre embarked on a life-changing VIE (Volontariat International en Entreprise) in the USA in 2015, joining Opinel in Connecticut.
His passion for consumer products made Opinel, a historic French brand, the perfect fit. Founded in 1890 in Savoie, France, with the invention of the pocket knife by Joseph Opinel, the company remains family-run and has expanded its product line to include knives, and pockets tools for DIY, sports, outdoors activities and gardening as well as kitchen knives and table knives⊠By 2024, Opinel is present in more than 80 countries, with France remaining its primary market.
Supported by Opinel, Alexandre began developing the brand in the USA navigating cultural differences and business challenges. For instance, he noted that while decisions in the US are made more quickly and smoothly than in France, this doesnât always translate to better long-term effectiveness.
One year later, in 2016, thanks to a well-rounded strategy from Opinel and Alexandreâs dedication, Opinel USA opened in Chicago, a central logistics hub and a city known for its culinary scene.
Alexandreâs efforts paid off and he became the Director of Sales & Operations at Opinel USA. The USA team grew from one person in 2015 to seven in 2024, focusing on marketing and sales, with additional third-party support.
Alexandre and his team are proud to share and promote a historic French brand such as Opinel as well as French savoir-faire in the USA.
Opinel USAâs Objectives
As of 2024, Opinel continues to expand its presence and recognition in the USA. For instance, there are around 800 Opinel resellers nationwide, and there are at least two points of sale per state reselling Opinel products.
Alexandre and his team aim to maintain and grow this network, enhancing Opinel brand awareness in the USA.
Initially focusing on premium resellers and specialized stores such as outdoors stores, or tableware stores, Opinel USA now seeks to enter the general market.
Following the success of Opinel stores in Annecy and Lyon, France, plans are underway to open a store in the USA in the future.
In a more distant future, as part of a logical evolution, Opinel USA plans on expanding to Canada as well as Mexico.
Connection with the FACC Chicago
Since the beginning, Alexandre is involved with the French-American Chamber of Commerce (FACC). It helps Alexandre to keep a link with France, to find peers to share experiences and challenges with. For instance, Alexandre is a member of the Small Business Entrepreuneurs Club where entrepreneurs and other business leaders exchange about the challenges they have to deal with such as HR and legal issues. They also think about solutions and ideas together, and feel inspired and supported by one another in their journey.
As expatriates, it is important to find a community where you feel at home with; the FACC represents a piece of France in Chicago for Alexandre and many of our members.
The FACC and Opinel maintain a strong partnership. The FACC and Opinel work hand in hand on several events, the next one being Passport to France, where an exciting surprise awaits our guests!
Advice for VIE
Alexandre emphasizes that a VIE is a transformative experience, offering significant professional and personal growth. He advises prospective VIE to be open-minded and ready for challenges.
A VIE can be exciting because you can travel and discover a new country and culture, but it is crucial to choose a VIE based on the mission rather than the destination, ensuring the project is solid and the parent company provides an adequate support. The company should offer enough freedom for success while also acting as a mentor.
Be selective on the missions, ask questions, make sure the project is solid, and make sure the parent company will support you.
Thank you Alexandre for your time, commitment, and insights!
