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Thionville. The shoemakers who slip and those who hold the road

In its January 19 issue, the business magazine Challenges wonders if the winter sales will save the footwear market. In Thionville, the real question is how long the last shoemakers will last. In a few years, the pedestrian area has shed several flagship brands: the retirement of the Biacchi house, allée Poincaré, sort of set the pace in 2013. At the time, the century-old house had no not found a successor. In 2019, the historic Cousin store took the same path.

Rue de Paris, the adventure of the Gsell store has also disappeared from the landscape. More recently, Laïti shoes have definitely taken over the direction of Geric. The dark year of Covid-19 has put a strain on others: Ten fingers, two feet, rue du Mersch, did not have time to find its rhythm. Place Claude-Arnould, after 10 years of presence, Shoes and the City liquidated its stock between the two confinements.

The latest shock to date comes from Geric, where the Cousin store which had survived after the closure of that of the hyper-center, has definitely lowered the curtain. The founder of this Lorraine shoe empire confirmed not long ago that he was withdrawing due to retirement. And without buyer.

For the little ones, it is not the foot

In town, there are only three shoemakers left: Atalante and Mephisto, rue de Jemmapes, and Record rue du Luxembourg. If you have children to equip, it is also at the latter that you will have to go. “Indeed, since Cousin closed, I am the last to make children’s shoes,” confirms François Humbert. The boss is not sure whether to rejoice or worry about it. He simply notes that the job is complex by nature: “When I order a model, I need it in all sizes; the year-round stock here is 5,000 pieces. It is money to be committed; a young person who would start today would not hold, ”he says.

Evolution of fashion, the internet, low prices, the headache of the average city and its decline in clientele: in 30 years, the shoemaker has experienced enormous upheavals but believes that it has made the necessary efforts and privileged quality, comfort and advice. Today, François Humbert is thinking of his retirement, normally in two years. “I’m happy to have reached the end,” he blurted out.

Going forward differently

A few steps away, a sparkling young woman receives us: Ardiana is in command of Atalante for three years now. A lover of beautiful and well-made shoes, who knows how to find the words and the tips to attract a demanding clientele. Sound advice, handpicked brands, organization of events, active communication on social networks seem to be successful. “The Covid has caused me harm,” she concedes. To compensate, she tries to diversify by offering lymphatic massages.

She also observes this shoe market which is not equal but thinks that we must give ourselves the means not to slip. A point of view shared by Joffrey Locarini who dares to venture into the footsteps of vintage basketball with his shop Retro Supply street of Paris. One small step… to fill the growing void.

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