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On the Côte de Jade, between the Pornic marina and the pontoons of La Noëveillard, a new name has appeared on the scene: Elvstrøm Sails. The Danish brand, present in France via its network of SailPoints, recently added a new representative on the Atlantic coast. This strategic move is the brainchild of Maxime Roussel, a former engineer turned sailmaker and manager of the Pornic sailmaker.
Based on an existing local sailmaker
The strength of this new SailPoint lies in its roots. The Pornic sailmaker is not a structure created ex nihilo, but an entity that has already been present for several decades. It is now run by Maxime Roussel, who took over the business at the time of a generational change.
The site is well known to local yachtsmen and coastal racers alike. It boasts proven technical expertise, thanks to the presence of Maryline, an experienced employee in post since 1996, who masters both manufacture and repair.
A hybrid profile focused on service
Maxime Roussel doesn't arrive by chance. Trained as an engineer, he spent fifteen years kitesurfing before turning to cruising and offshore racing (ArMen Race, Rolex Fastnet Race). Today, he wears many hats: management, sail design, technical support on pontoons, business development, dimensioning and assembly.
This versatility is essential to meet the varied needs of our customers, whether occasional cruisers or regular sailors. The sailmaker also provides a saddlery repair and maintenance service, an asset for satellite ports such as La Plaine-sur-Mer, Le Cormier and Moutiers-en-Retz.
Strengthening Elvstrøm Sails' presence on the Atlantic seaboard
The opening of this SailPoint is part of Elvstrøm Sails France's expansion strategy. For Elvstrøm Sails, this new location fills an under-covered area between Les Sables-d'Olonne and Saint-Nazaire.
Proximity to sailors is an important issue, especially for a sailmaker whose products are highly customizable. Human contact, the opportunity to visualize sails and discuss them on site, remain essential. This new anchorage point serves both as a showcase and a technical workshop.
Regional development prospects
The objective is clear: to develop the clientele beyond Pornic. Maxime Roussel wants to strengthen ties with neighboring ports, expand his presence in the Loire-Atlantique region and meet the needs of sailing clubs and sedentary yachtsmen alike.
This new location could eventually lead to a diversification of activities and an increase in the range of services on offer, including dockside measurements, on-site interventions, technical advice, custom-made sails and personalized saddlery.
