Venca's owner re-launches 3 Suisses in digital

3 Suisses will be re-born this autumn as a pure fashion online player. Its parent group – 3SI – which also owns Venca,

has ditched the paper catalogue for good in a strong bid for the new www.3suisses.fr.

Hence, 3 Suisses will no longer be published in catalogue format, but as a "magalog" in the words of Eric Dubois, CEO of 3 Suisses.

The new corporate identity and format, of nearly 300 pages, offers a totally new product and price offering, as advanced by the company on Thursday.

Explaining this strategic decision, Subois added that the company "turned his back on a business model not its DNA", and announced that he hopes the fashion e-tailer to return to profitability in 2016.

"It's a race," summarised Dubois, who has led the process of changing its business model in the last six months. The company is now 100 percent owned by the German group Otto.

To achieve these changes, the group has greatly reduced its workforce from 430 to 168 people, and has invested 150 million euros to date.

Objectives are clear: to return into the black in 2016 and left behind the 60 million euro loss recorded in 2013. Who is the inspiration then? "I'd rather focus on Zalando and Asos than on traditional actors within the catalogue sales," Dubois insisted.