Bonpoint’s Fleur Touchard on developing digital strategies for European brands in the U.S.

With two decades of experience as a digital specialist to her name, Fleur Touchard has served as director of digital and e-commerce in North America for French luxury childrenswear brand Bonpoint since May 2018.

Her career has included a range of digital-focused roles at companies ranging from large national and international operations, such as French news magazine L’Express and Microsoft, to smaller startups.

French-born and expatriated in the U.S. since 2015, Touchard put this dual cultural perspective to good use supporting European companies in the development of their transatlantic operations, before dedicating herself exclusively to Bonpoint.

In her most recent role, she has led the adaptation of this traditional brand, which was founded by Marie-France and Bernard Cohen in 1975 and is known for its high-end, ‘Made in France’ children’s fashion, to the unique digital needs of the North American market.

Privately owned by the EPI Group since 2007, Bonpoint reported a 10% reduction in its revenues due to the impact of the Covid-19 pandemic in 2020. The online channel currently accounts for 15% of the company’s sales, while 10% of its revenues come from the U.S., where the brand recently complemented its local network of six brick-and-mortar stores with the opening of a long-term pop-up in Connecticut.