In an industrial sector undergoing profound transformation, where competition is intensifying and purchasing cycles are lengthening,SMEs must double their agility and innovationto stand out.
Some manage to turn these challenges into opportunities, thanks to a rigorously structured marketing and sales strategy.
This is the case ofExpliseat, a French industrial SME that succeeded inmultiplying its client portfolio in just three months.
This case study details the levers of this success and highlights the lessons that any industrial SME can apply to accelerate its development.
Company Context
An innovative SME at the heart of mobility
Founded in2011, Expliseathas established itself as a reference in the design ofultra-light seatsfor theaerospaceandrailway.
From the very beginning, the company made innovation its strategic pillar by offering productsthat are lighter, more durable, and more ergonomicthan those of its competitors.
But despite this differentiating value proposition, Expliseat had to face several obstacles:
oneincreased international competition,
longsales cycles,
and alimited production capacityin the face of growing demand.
To take a step forward and accelerate its growth, the company inaugurated in 2023its first assembly plant in Avrillé, near Angers — a strategic decision that marked a turning point in its development.
Objective: industrialize growth
This new factory aimed at three major objectives:
Tripling production capacity,
Reducing manufacturing costs,
Improving commercial responsiveness.
Thanks to this expansion, Expliseat was able torespond more quickly to orders, attract new customers, and establish itself as akey playerin lightweight mobility.
Implemented strategies
1. Massive investment in production tools
The first lever of Expliseat's rapid growth lies in itsstrategic industrial investment.
The opening of the Avrillé plant allowed the company to increase from10,000 to 37,000 seats produced per year, while maintaining the same standards of quality and performance.
This ramp-up hadthree direct effects :
onereduction of production costs,
abetter responsiveness to demand,
and aincrease in price competitiveness.
The company was able toattract new customers— airlines, railway manufacturers, and equipment suppliers — by proving its ability to deliver quickly, without compromising on quality.
Industrial investment has not only strengthened productivity: it has also consolidated Expliseat's credibility asa reliable and innovative partner.
2. Market Diversification
Historically positioned in theaerospace sector, Expliseat quickly understood that dependence on a single market limited its potential.
It therefore adopted a strategy ofsectoral diversificationby turning to therailway sector, which is more stable and undergoing modernization.
Objectives of this diversification
Reduce dependence on the highly cyclical airline sector,
Leverage its technical expertise for new applications,
Access high-potential markets, particularly in Europe.
Seats designed for aerospace, due to their lightness and durability, have proven to be perfectlyadaptable to modern trains.
Result: Expliseat has won new customers while strengthening the resilience of its business model.
In three months, the share of the railway sector in revenue has doubled, paving the way for across-cutting and sustainable growth.
3. Strategic partnerships with global leaders
Expliseat has also focused on a strategy ofindustrial allianceswith major players such asAirbus, Boeing, and Air France.
These partnerships have played a key role in its rise.
Benefits of these alliances
Increased credibilitywith decision-makers,
Access to new international markets,
Co-development of productstailored with clients.
Collaborating with these giants has allowed Expliseat to gain global visibility, to be associated with high-quality standards, and tostrengthen the trustof future clients.
These strategic alliances have transformed the SME into arecognized and legitimate player, capable of competing with the historical leaders in the sector.
4. Environmental commitment and sustainable innovation
Finally, Expliseat has capitalized on an essential value: sustainabilitydurabilité.
Its seats, made from lightweight and recyclable materials, help toreduce CO₂ emissions by 3% to 7% per passenger.
A winning approach with a dual impact
Economic: lighter seats mean reduced energy consumption.
Environmental: a tangible contribution to reducing emissions from public transport.
This strategy has attracted clients who are increasingly sensitive to eco-design, particularly in the mobility, public transport, and aviation sectors.
By committing resolutely to a greener industry, Expliseat has transformed an environmental constraint intoa major business lever.
Results achieved
In just three months, Expliseat recorded aspectacular increase :
Client portfoliotripled,
Production capacitytripled,
New market shares gained in the rail sector,
Increased visibility and the number of strategic partnerships.
These results demonstrate the power of a strategy combiningindustrialization, diversification, partnership, and sustainability.
Expliseat is now seen as abenchmark for French industrial innovation, capable of combining performance, environmental impact, and profitable growth.
Key lessons for industrial SMEs
Investing in production capacitysupports growth without delivery disruptions.
Diversifying marketsstrengthens stability and opens new business horizons.
Establishing strategic partnershipsaccelerates legitimacy and facilitates access to major accounts.
Integrating sustainability into the offeringcreates a powerful competitive differentiator.
Combining innovation and executionremains the key to rapid and measurable growth.
Conclusion
The example of Expliseat perfectly illustrates how avisionary industrial SMEcan transform structural constraints into growth opportunities.
By combining product innovation, industrial excellence, partnership strategy, and environmental commitment, the company has managed to build arapid, solid, and sustainable growth..
This case study demonstrates that in the modern industry,success no longer depends on size, but on strategy..
SMEs that adopt an agile, integrated, and digitized approach now have all the cards in hand to compete with market leaders.
Do you run an industrial SME and also wish tomultiply your clients in a few monthsthrough a structured and measurable acquisition strategy?
Contact our expertsfor apersonalized diagnosisand discover how to build a sustainable growth system tailored to your market.