For this 59th episode, I had the chance to chat with Sylvie Giret, Managing Director North America at De Buyer USA, a leading French handmade cookware brand created in 1830 and present in over 90 countries.  In this episode, we talked about: Launching French brands in the US The difference between the French and the American consumer How to craft your messaging for the US consumer The operational side of launching a French brand in the US. The relationship with retailers Going DTC first and building a relationship with US consumers first How to maximize trade shows The timeline you need to set up in the US The team you need to build to succeed in the US Geographic coverage and if it matters De Buyer challenges for 2021 Sylvie is a multicultural Executive specializing in CPG. She has been advising and operating niche brands willing to expand in the US market for almost 15 years. A French-born citizen, Sylvie has lived in 7 different countries, including Northern Africa where she spent most of her childhood, France, the UK, and now the US. She lives in NYC with her husband and 2 teenage children.