Zwilling-Staub France takes its sales team to Japan for a deep dive into Miyabi craftsmanship

For several days, the French team of the Zwilling Group, led by Emmanuel Dubs (General Manager) and Nathalie Chabert (Marketing Director), traveled across Japan — from Seki to Tokyo, via Gifu and Kyoto — to discover Japanese culture, meet the artisans of the Miyabi factory, and gain first-hand insight into the philosophy that guides each knife crafted there. A total immersion, both professional and human, told by those who experienced it.

A cultural and sensory experience

For many, it was a unique plunge into a world apart. Grégory Vervaut (Sales Representative, Grand Ouest) spoke of a “rare opportunity to connect deeply with the product,” adding that this intimate knowledge of the Japanese knife “provides new levers to highlight the unique character of Miyabi products.” Yves Soptillo (Sales Representative, Southeast) described a journey “that places culinary art back into in its full cultural context,” while Philippe Khan (Sales Representative, Grand Est) noted “the visible passion of the artisans” and the quality of their working conditions.

The factory as a window onto the product

What everyone emphasized was the priceless value of visiting the factory. For Christel Gaffié (Sales Representative, Grand Southwest), “a video will never replace real-life experience,” and she was impressed by “modernity placed at the service of ancestral know-how.” She also discovered the principle of Kaizen, or continuous improvement, which makes it possible to achieve very high volumes even when “each knife involves more than 100 steps, 80% of which are manual.” Stéphane Caro (Sales Representative, Île-de-France) also stressed “the enthusiasm inside the factory,” and the fact that “seeing the products through the eyes of those who make them” strengthens everyone’s involvement.

A profoundly human adventure

All the testimonies converge on one certainty: this experience created a bond. Djavan Guerreiro (Head of Zwilling Stores in France) spoke of “a reinforced sense of belonging,” while Marco Greinert, Group Leader ADV Export/IC Zwilling Group, highlighted “new relationships that embody the spirit of teamwork,” something essential for him as he works in Solingen, Germany, and usually only exchanges emails with colleagues in English. Fabien Sagnard (Sales Representative, Center East) agreed: “We all represent Miyabi and Zwilling Group brands in our regions. Getting to know each other better strengthens the consistency of how we present the brand.” This collective dynamic transcends geographical distances, reinforcing unity around a shared commitment.

A catalyst for commercial coherence

This trip not only enriched the general culture of the participants: it now fuels their sales pitch with renewed strength. “I become the messenger of something exceptional,” said Benjamin Conan (Sales Representative, Northwest). “I can tell, transmit, and create a link between the Japanese knifemaker and the store in France.” A conviction shared by Grégory Vervaut, for whom this type of initiation “gives meaning to our profession” while enriching relationships with all the represented brands. Fabien Sagnard, in turn, emphasized the importance — as a salesperson — of being able to tell true stories, something this trip made possible. Philippe Khan summed up this dynamic perfectly: “When you feel good about a brand, it’s always easier to sell its products.” And Stéphane Bernard, Financial Manager, stressed that this immersion allowed him to “better understand the products, beyond the numbers.” An experience that was at once emotional, professional, and profoundly human — one that transforms each knife into an authentic story worth sharing.

Source: Home Fashion News Magazine – September 2025 (HFN58)