The supply of Chanel leather bags is now secured! By acquiring the French tannery Bodin-Joyeux, Chanel is following most of of the luxury brand's strategy for vertical integration. This tactic permits to secure supplies and integrate the processes of production until the end delivery of the product by the brand itself. This central approach also enables brands to have a strong grip over quality and raises entry barriers for competitors.
Bodin-Joyeux has been supplying Chanel for over 30 years with supple Lamb leather desired because of its soft silky feel. This is not the first move of the French luxury maison to acquire suppliers. It has been moving towards this direction since the late 1980s and now owns several exclusive fashion suppliers such as the hat maker Maison Michel and the glove-maker Causse.