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Company Overview
Founded in 1995 and based in Pons, France since 1998, COUP’ÉCO specializes in the design and manufacturing of disc-blade tree and hedge trimmers and mechanical pruning tools. The company’s proprietary cutting technology ensures clean, precise cuts—minimizing plant disease transmission and encouraging healthier regrowth.
Today, 20% of the company’s revenue comes from export sales, supported by a comprehensive range of high-performance trimming equipment.
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The Challenge: Scaling International Growth
By 2012, COUP’ÉCO had already begun addressing international demand on a small scale. That same year, Xavier Frigo joined the company to structure and grow the export division. Over time, export sales climbed to represent 25% of overall turnover.
In 2021, promising new inquiries emerged from the U.S. market. To explore this opportunity in depth, COUP’ÉCO recruited an International Volunteer (VIE) in 2022 and began developing a dedicated action plan.
Despite recognizing the U.S. market’s strong potential, the company also identified a key challenge: building trust within the local distribution chain. They began to consider establishing a U.S. subsidiary, but lacked a clear roadmap. On the recommendation of Crédit Agricole, COUP’ÉCO engaged ALTIOS, an international business development firm, to evaluate the strategy and support their global expansion efforts.
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The Solution: A strategic International Roadmap
With ALTIOS’ guidance, COUP’ÉCO launched a comprehensive export development process:
- International audit: A full performance review helped identify strengths and inefficiencies in their current export approach.
- Strategic separation: The company restructured operations by clearly separating domestic and international activities.
- Market prioritization: The audit revealed a lack of focus across export markets. COUP’ÉCO was present in many countries but needed to concentrate on the most valuable and strategic regions.
“During my first discussions with COUP’ÉCO’s leadership, I quickly realized the company had significant international potential. With 25% of sales already coming from abroad across 40+ markets, the goal wasn’t just to expand—but to refine and capitalize on what had already been achieved.”
– Adrien Jumeaux, Key Account Manager, ALTIOS
Rather than tackling a single geographic zone, ALTIOS collaborated with COUP’ÉCO’s top management to create a tailored international roadmap. This 360° internal audit enabled ALTIOS to deliver hands-on, operational recommendations, helping COUP’ÉCO develop robust internal processes to drive long-term global growth.
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Focused Expansion: From Strategy to Action
Based on the audit’s findings, COUP’ÉCO identified several high-potential priority markets:
- Canada
- Australia
- Maghreb region
- DACH zone (Germany, Austria, Switzerland)
- Spain (secondary focus)
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Results & Outlook: Laying the Groundwork for Long-Term Growth
ALTIOS’ support led to a more efficient organizational structure and a sharper international focus. As a result, COUP’ÉCO set a bold objective: Double export revenue in three years, from €1.4 million to €3 million.
As of 2025, the company is on track to reach €1.7 million in international sales. Key achievements include:
- More than five new clients in Germany
- A new importer in Quebec and Ontario
- Full expansion of tree-trimming solutions across the Maghreb region
“Sometimes you need to take a step back to see the full picture. That perspective helped us identify and address small roadblocks we had previously overlooked. Once we did, we were ready to move forward.”
– Thierry Boulard, CEO, Coup’Eco
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Looking Ahead
With a solid roadmap, renewed focus, and strong international partners, COUP’ÉCO is well-positioned to thrive globally—proving that thoughtful strategy, structured support, and agility can drive sustained growth across borders.
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