The 100% Gaillard Boutique celebrates its 10th anniversary!
Publié le 18 April 2025 par su_laetis
Ten years after its creation, the Boutique 100% Gaillard has become much more than a simple point of sale: it reflects the identity of a region and the symbol of a local pride that extends well beyond the borders of Brive. Here's a look back at a decade of success and commitment for this unique regional brand in France.
Photo credit: MCM Brivemag'
The emergence of a regional brand
It all began in 2009, when Brive Tourisme launched a brand strategy to strengthen the region's image and appeal. The initiative began with promotional campaigns on social networks, notably around the slogan "I LOVE BG", and was accompanied by merchandising products sold at the Tourist Office reception desk. The first studio shoots immortalised the local spirit, offering visitors a unique souvenir and, above all, an invitation to assert their attachment to the region.
The birth of the 100% Gaillard Boutique
In 2014, a decisive turning point was marked by the creation of the "Brive 100% Gaillard" brand, devised in partnership with the Léon Travel agency. The brand's famous moustache was born and quickly became the emblem of this local identity. With its values of solidarity, pugnacity, pride and freedom, Brive Tourisme created a solid, unifying foundation, reinforced by dynamic communications and graphic codes based on the colour red. That year, demand for products bearing the brand's image exploded, and the 100% Gaillard Boutique finally opened its doors. The shop, a first for a Tourist Office, quickly became a place where everyone could proudly display the colours and symbols of the region.
The 100% Gaillard Boutique at the service of local causes
In 2021, the brand is extending its impact by supporting a number of local causes, demonstrating its commitment to the community. With the "Gang de Gaillardes" calendar for the cancer centre at Brive Hospital and the T-shirt created for the Aides Limousin association, the Boutique is no longer just selling souvenirs. It is becoming a player in the community, working for local charities that resonate with local people. The "Oh là là" t-shirt, inspired by Jocelyne Lafaille's song and designed to support the " Pour nos petits Gaillards " association, further reinforces this solidarity dimension.
An eco-responsible and unifying space
In 2023, the Boutique expanded to meet growing demand, moving to 24 rue de la République in a space designed as a genuine concept store. More than just a sales outlet, this space welcomes visitors and locals in a warm setting where tourist information, by-products and eco-responsible initiatives come together. The furniture and decor are designed with sustainability in mind, and the Boutique works with environmentally-friendly suppliers, using organic cotton and supporting local partnerships with artisans such as Corderie Palus. The aim is clear: to make every product a reflection of Brive's values.
2024: Ten years of success and a committed community
Ten years after the opening of its first outlet, Boutique 100% Gaillard continues to shine. Thanks to innovative initiatives, charity events and a quirky spirit, it now embodies a model of regional promotion that is often cited as an example at conferences and symposia. The moustache logo is proudly displayed on club shirts, advertising posters and by members of the 100% Gaillard Club, helping to weave a real sense of unity and belonging.
In addition to its products, the Boutique 100% Gaillard has become a living space and a driving force for commitment for Brive and its residents, bringing together those who love and cherish Gaillard values.
Practical info
You can find all these 100% Gaillard products online or in the shop located in the town centre at :
- 24 rue de la République, Brive
Opening hours:
- Tuesday to Saturday from 10am to 1pm and from 2pm to 7pm.
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