PARIS — Three years into a brand transformation under chief executive officer Valérie Dassier, French heritage label Aigle, best known for its rubber boots, has repositioned itself from a diluted lifestyle concept to a focused “French outdoor lifestyle” label.

To highlight its shift, the brand revamped its Paris and Hong Kong flagships with a sleeker, more contemporary look, redesigned its logo and focused on key core items — all while delivering double-digit growth across key markets.

“First we have reworked the brand positioning,” said Dassier. “Before my arrival, the brand was a bit too much ‘lifestyle.’ So I put it back in the market of outdoor ; first, because that is our DNA, and secondly, because it’s a market which is booming.”

Dassier, who took the helm in 2022, focused

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