We recently had the pleasure of interviewing François-Victor Moreau, founder of innovative, outdoor brand Looking for Wild. Created in 2016, the brand, which focuses predominately on climbing apparel, has distinguished itself with its unique approach, combining technicality and style. In this article, François-Victor shares the brand’s inspiration, origins, and future ambitions, as well as its eco-responsible approach to production and use of the LE NEW BLACK platform to optimise its B2B sales.

LNB: Can you tell us about the origins of Looking for Wild and the vision behind its creation?

François-Victor: Looking for Wild is a climbing apparel brand developed in 2016, so it has been active for a little over six years. The goal of launching the brand was to offer clothing that is both technical and fashionable so climbers could wear their gear for both climbing and everyday life. We started with pants because, at the time, climbing pants had a very peculiar design that didn't match the fashion codes of today. I was inspired by classic chino pants and began by offering them in several colours. Today, we have an extensive range that includes t-shirts, jackets, and climbing accessories. The product development is inspired by fashion trends and major runway shows.

LNB: Where can your products be found and what are your main markets?

François-Victor: We are present throughout Europe and are beginning to expand worldwide. Our products are sold in specialised stores like Ecosport, Le Vieux Campeur, and in urban stores. We have about 347 direct retailers in Europe and are also already present in South Korea and Canada. Our main target market remains Europe, but we plan to expand to the United States and Japan. 

Our distribution network has long been mainly B2B, but B2C is becoming increasingly important each year thanks to our growing brand awareness thanks to our website, social media and events.

Looking For Wild's B2B web showroom on LE NEW BLACK.

LNB: Could you detail Looking for Wild's eco-responsible approach and how it translates into your production?

François-Victor: Our eco-responsible approach has been a part of the brand’s DNA since the beginning. This includes a short-circuit supply chain and sourcing of materials. For example, all of our production facilities and materials suppliers are in Europe and North Africa. The pants are made in Tunisia with Italian fabric, and the tops are produced in Greece with organic cotton. We also choose not to work with suppliers in Asia. 

LNB: Why did you choose to integrate the LE NEW BLACK platform into your wholesale operations?

François-Victor: We integrated LE NEW BLACK in May 2022 to replace our internal B2B tool, which was slow, not powerful enough, and prone to numerous errors, causing us to lose a lot of time. LE NEW BLACK offers us a smooth, fast, and organised experience. The tool is intuitive and easy to use, even for our sales agents. In January, we also integrated the Sales Documents module, which further improved our efficiency. Thanks to LE NEW BLACK's simple and user-friendly interface, our agents can onboard themselves quickly and easily without the need for long training sessions.

LNB: What features of the LE NEW BLACK platform have had the greatest impact on your operational efficiency?

François-Victor: The reporting and order export features are essential for us, allowing for a detailed analysis of our activity and forecast of sales and stocks. We also appreciate the order entry and the editorial features on the platform. We use the homepage to communicate with our clients as well as highlight permanent items. We have also centralised our stock management and invoicing on the platform, which has helped us to achieve better organisation and more efficient operations management. The simplicity and fluidity of the platform greatly facilitate our daily work.