A French independent company’s strategy to compete against sneaker giants

The French RAS group (Rautureau Apple Shoes), owner of the No Name, Schmoove and Armistice brands, is entering a new phase in its history under the leadership of a complementary duo. Driven by international expansion and diversification into the textile sector, the company is now positioning itself as a “creative start-up”. In doing so, it wants to establish itself sustainably on the global market.

From historical expertise to a “creative start-up”

In Saint-Pierre-Montlimart, Groupe RAS begins a profound change. Even if its name is not yet as well known to the general public as that of the industry giants, the group has been a successful and important player in the French landscape since 1970. With an annual volume of 500,000 pairs of shoes and a strong retail presence, the company is now starting a new chapter in its history.

Riccardo Ribolla and Fabrice Delecolle officially take over the leadership of the group. Their shared belief is: “Fashion doesn’t need another brand, it needs actors who create meaning, emotion and character.” Riccardo Ribolla joined the company in 2020 as commercial director and is now appointed managing director. Together with Fabrice Delecolle he forms a new management duo. Delecolle has been with the company since 2008 and is appointed deputy managing director. The tandem combines strategic agility with operational rigor.

A strategy focused on desirability and export

True to its historical motto “Don’t follow fashion, but invent it,” Groupe RAS is accelerating its growth. This new ambition is based on an already solid commercial base: the group sells 500,000 pairs of shoes annually. The export share is 45 percent, the digital presence is 18 percent. The No Name brand is at the forefront of this dynamic, with 400,000 pairs sold annually. Of this, 59 percent are destined for international markets such as Italy, the Benelux countries, Germany and Japan.

This high export share requires the group to be integrated into the dynamics of the European market for sneakers and urban shoes. In a segment dominated by global giants and large digital platforms, French independent brands rely on differentiators based on authenticity. For RAS, this means a change in decision-making processes. At the same time, the company confidently opens up to cross-cultural areas – from music to design to gastronomy.

Create meaning

Innovation and narrative coherence become the driving forces of this “creative start-up”. The group is increasing collaborations and capsule collections to increase its desirability while diversifying its offering. The launch of No Name textiles for the Spring/Summer 2026 season marks a crucial first step towards creating complete and global brand worlds.

In a market in which purchasing behavior is increasingly influenced by digitalization and lifestyle, Groupe RAS relies on a clear identity. Each brand cultivates its uniqueness: be it the “creative rebellion” of No Name, the rebellious elegance of “Black Sheep” of Schmoove or the sincere minimalism of Armistice. This reorganization is intended to give the group more speed and a clearer positioning. This allows her to represent a contemporary and independent French vision in the competitive sneaker landscape.