Credits: Ecostylia Media layout; photo Le Petit Dormeur.
At the heart of the entrepreneurial adventure, Michel de Vasselot and Brieuc Izenic are redefining traveler comfort with Le Petit Dormeur. From their passion for innovation to their commitment to Made in France, their story is a beautiful journey. Discover their quest for reinvented nomadic rest, where every eco-responsible travel pillow is a promise of escape. Given that the future of the planet is essential, Pierre-Antoine Tsady, founder of Ecostylia, wanted to give them the floor.
Pierre-Antoine Tsady: Hello to both of you, our readers would like to know more about you. Tell us about your academic background and what led you to entrepreneurship.
Michel de Vasselot: Since I was 14, I’ve wanted to start my own business. I’m interested in everything and find every profession fascinating. I first pursued a bachelor’s degree in biology, a field I’m passionate about. At the same time, in October 2018, I co-founded Movinov, an audiovisual content creation company for businesses in Nantes. Building on that experience, I decided to pursue a Master’s in Communication and Marketing Management. After that program, I was hired as Communications Manager at Aquila Data Enabler, a company specializing in AI R&D. Having always wanted to start a business, I discussed that goal very regularly with Brieuc. Being in that mindset, the day Aymeric [de Raguenel, founder of Le Petit Dormeur, editor’s note.] posted on LinkedIn that he was looking for successors for the Le Petit Dormeur project, I was particularly struck by his offer.
Brieuc Izenic: Not having a clear idea of what I wanted to do after high school, I headed toward a Bachelor’s in Economics and Business Management. Still wanting to leave myself as much freedom as possible, I joined Audencia business school in Nantes. Then I specialized in corporate finance, with one conviction in my mind: “One day, I’m going to start my own company.” Having known Michel for a long time and given how complementary we are, it was obvious to me that we should seize the opportunity to take over Le Petit Dormeur together.
P.-A.T.: What motivated you to take over Le Petit Dormeur? Why do you think the travel pillow represents a market of the future?
M.d.V. and B.I.: Our personal experiences made both of us sensitive to the issue of comfort while traveling. That’s why it seemed obvious to us that Le Petit Dormeur addressed a real problem. Aymeric had developed a very good product that he had barely had time to make known. We therefore wanted to take over the concept with the aim of developing and professionalizing it. It was important for us to invest in a project that reflected our values. And Le Petit Dormeur, as Aymeric had created it, fit with our goal of developing Made in France, durable, and eco-friendly products.
The travel pillow market, and more broadly the travel accessories market, represents a market of the future for several reasons: first, we live in a time when long-distance travel is increasing — outside the COVID period. Logically, the travel accessories market is developing alongside it. That said, attitudes toward mobility are changing. It is becoming increasingly important for travelers to move around while limiting their carbon footprint. This is why, in several European countries, we can observe the return of night trains and the increase in rail traffic in general, for a greater range of eco-responsible mobility options. Most of the reopened lines are slower routes. These new options therefore lead travelers to buy accessories that allow them to be more comfortable on a night train or on a long train journey.
P.-A.T.: How did the company takeover process unfold? What are you most proud of since taking the helm?
M.d.V. and B.I.: When we got in touch with Aymeric in September 2022, we were not the only ones wanting to take over Le Petit Dormeur — more than a dozen projects were in the running. Before committing, we wanted to work on a market study and a forecast study to get a clearer idea of the company’s potential. That led us to make a financial offer and present a development strategy to Aymeric. After reviewing our work, he chose to place his trust in us. After several weeks devoted to drafting the transfer agreement for the brand, the patent, and the company, we officially took it over on December 7, 2022.
From December 2022 to September 2023, we were not working on the project full time. It was in September 2023 that we left our permanent jobs to devote ourselves 100% to developing the project. Since then, growth has been very strong. Our greatest pride is the success we had at the Made in France trade show. In 4 days, we sold all the stock planned for November and December.
P.-A.T.: How did you work with Aymeric de Raguenel during the transition phase?
M.d.V. and B.I.: During the transition phase, it was important for us to stay in touch with Aymeric to understand why he had done things one way rather than another. The secret to a successful handover: lots of communication, trust, and transparency.
P.-A.T.: Why did you choose Made in France, as well as the Oeko-Tex label? Tell us more.
M.d.V. and B.I.: We wanted our products to be part of an approach and values that matter deeply to us. We chose Made in France for several reasons: to support French industry, showcase French know-how, and promote short supply chains. As for the OEKO-TEX label, it aligns with our desire to make products that are respectful of the environment and our consumers’ health. We developed a range of solid-color products made from upcycled fabrics. These are fabric leftovers from major brands. Instead of being thrown away, we recover them to make our pillows.
P.-A.T.: You recently transitioned from another job to a full-time commitment with Le Petit Dormeur. Can you tell us about that decision and its impact on your professional journey as well as on the company?
M.d.V. and B.I.: We both made that choice in September 2023. An entrepreneurial project can’t develop properly without a lot of energy invested in it. If we chose to embark on this adventure, it was to be involved 100%, because we believe strongly in the potential of this project. That commitment changed everything for the company. It was this energy that allowed us to end 2023 on a very strong note, far exceeding the revenue target we had set. As for our careers, it is certainly not easy to go from the security of salaried employment to the uncertainty of entrepreneurship. On the other hand, the adventure is truly exciting and stimulating. Workdays fly by at 1,000 miles an hour, and getting started every morning is a real joy!
P.-A.T.: You’re very responsive with your community on social media. Do you have any tips to share with our readers who want to start a business?
M.d.V. and B.I.: We choose to stay close to our community because we believe in the power of networks. First piece of advice: don’t underestimate the power of your network and cultivate it as much as possible! Social media are an effective way to do that, even if they don’t replace in-person meetings. Set yourself achievable short-, medium-, and long-term goals. Looking at the top of the mountain you have to climb is much more discouraging than looking at the next step you need to take.
P.-A.T.: Tell us about your meeting with Valérie Pécresse.
M.d.V. and B.I.: Valérie Pécresse came to visit the 2023 edition of the Made in France trade show. It so happened that before coming, she had spent 12 hours on a plane. We had the opportunity to give her a full demonstration of our travel pillow. Apparently, she liked the concept, since she became a customer.
P.-A.T.: You’re brothers-in-law. Is working as a family difficult in your case?
M.d.V. and B.I.: In our case, it works very well. We set several rules so that our collaboration doesn’t weigh on our family life. First, we don’t talk about Le Petit Dormeur at family gatherings. Then, we make sure our organization clearly separates professional life and personal life. That’s a particularly difficult point in entrepreneurship.
P.-A.T.: Finally, what was your approach to developing and launching derivative products? What vision do you have for the company’s future, in terms of new products, innovations, and market strategies?
M.d.V. and B.I.: To develop and launch our new products, we rely on our market analysis and monitoring work. But also on feedback from the field from all our customers and prospects. Today, Le Petit Dormeur already has more than 1,000 convinced customers who give us feedback on their thoughts, their needs, etc.
For 2024, we plan to expand our product range. In the short term, we’re going to release a Le Petit Dormeur pillow for children and develop the designs — colors and patterns — of our adult pillows and sleep masks.