JEUNE PREMIER

The brand of school bags!

The very word Jeune Premier can perfectly describe this brand’s creator’s inspiration. A school bag for a young Jeune Premier, that can combine quality with style. This inspiration was created in 2012 in Ostend of Belgium, on the kitchen table of Hélène Fransen and her husband’s Bruno Piers, as their then 2-year-old son Ralph, needed a bag for his first day at school and his mother couldn’t find the bag to fulfil her quality and aesthetic needs.

Hélène, a lawyer and Bruno, a pharmacist, left their careers because this bag, created in the kitchen of their home exclusively for Ralph, led to 80 orders within a year. Starting from mothers from Ralph’s school, they now deliver more than 100,000 schoolbags per year. And all this because Hélène couldn’t settle for just good quality bags.

The first schoolbag was handcrafted in Morocco. A lamb leather bag embroidered with Ralph’s name and decorated with colourful details and a mushroom. A bag that combined quality with creativity, something very important for Hélène, who wanted something more from the boring, heavy leather bags. And here is the bag and also Ralph:

They now have about 350 sales points spread across 28 countries, from France to Russia, through Morocco, the Emirates, Saudi Arabia, Canada, the USA, and the Galleries Lafayette of Paris and Dubai.

Not bad for something that started as a lark at a kitchen table. One of the reasons for this success according to its owners: the Belgianness of the brand! It’s actually a matter of pride for the creators to export Belgium to the entire world. “To be Belgian is always a guarantee of quality and creativity abroad.” Moreover, the Jeune Premier schoolbag tags bear the Belgian flag!

The next step now is for the Jeune Premier bags to become the everyday accessory and instrument for YOUR kid!

Below, is a glimpse of the Jeune Premier school bag collection in the online boutique of Inspiration tales: