In the beginning there was a man, a vision ... and a friendship

The Man: Daniel Sisso, a brilliant, intuitive visionary
In 1989 handbags were viewed as utilitarian and functional objects bought and worn by women for practical use in their busy lives. Mr. Sisso wanted to change this. And so, through his vision he turned the handbag into a true fashion statement combining creativity, glamour and femininity, just like a jewel. Unlike other entrepreneurs in the luxury and fashion industries, Daniel Sisso did not think of SEQUOIA bags as commercial objects, but rather as a cultural revolution in the world of handbags.

A Friendship: when Mr. Sisso met Pierre Hardy, one of the most talented designers of our times, a friendship was born and a concept emerged: coated canvas, a silver ring and clean-cut designs. While everyone else was focusing on gold accessories and leather, Mr. Sisso and Pierre Hardy were creating a forward thinking concept: the fashion handbag.
21 years later, Pierre Hardy's involvement remains as Sequoia's creative director.

The Vision: This original idea of the handbag as a fashion accessory was behind SEQUOIA's conception and it has made SEQUOIA an indisputable leader in the eyes of International retailers and consumers alike. Daniel Sisso and Pierre Hardy named their concept SEQUOIA, after the oldest tree in the world, which symbolizes strength, stability and timelessness. Just like the tree, SEQUOIA travels through time unaffected by temporary trends yet remains strong and current within the fashionable woman's world.

SEQUOIA's brand strength stems from three key factors:

• A strong identity based on elegant simplicity and an ageless design aesthetic. Incorporated in each bag is the recognizable yet sophisticated signature: a ring that symbolizes balance, alliance and perfection.
• Design lead: Indisputable creativity based upon clean shapes, minimalist designs and a strong attention to detail. Luxurious materials, trend setting color palettes and custom hardware are all specifically designed for SEQUOIA. The company is also one of the only brands to have the same Design Director since its inception over twenty years ago. This consistency has helped to build brand loyalty and strength.
• A niche price positioning: the price range allows SEQUOIA to attract a very large variety of consumers from the high-end designer luxury consumers to the aspiring teen shoppers. The recognized value, given the custom design details and luxurious materials used, is excellent. Season after season, SEQUOIA has successfully managed to launch innovative and coveted products at very fair prices.

Each season's collection includes about twenty lines. The lines have strong individual identities, making a distinctive statement depending on the materials used: nylon, leather or patent canvas. This allows SEQUOIA to attract a diverse customer with a wide variety of tastes, styles, age and personal budget.
SEQUOIA attracts women who are fashion-conscious but not fashion victims. The SEQUOIA woman wants to look stylish and seeks refinement, beautiful materials, elegant and contemporary designs that can adapt to her active daily life.

Brand Extension: After the successful launches of a luggage line in 2003 and belts in 2007, the brand has decided to pursue its diversification strategy even further. In 2009, SEQUOIA partnered with prestigious Costes Hotels and conceived a beautiful COSTES luggage line. In the winter of 2010, SEQUOIA will release new treasures: a Ballerina shoe, cashmere scarves, leather gloves and sunglasses to create a full lifestyle accessory range.

1. SEQUOIA : A Family Business

   After graduating from French Business School ESSEC, Daniel Sisso worked within L'Oréal's marketing department. After 6 years with L'Oréal, Mr. Sisso decided to start his own business and SEQUOIA was born.
   His wife, Florence, launched the careers of high-end designers via her boutique in Paris, but eventually joined her husband's company to become the International Communication Director and the Head of the French Market.

2. SEQUOIA : International Expansion

   SEQUOIA now has 140 employees worldwide including agents and distributors, as well as a US subsidiary based in San Francisco.

   IN FRANCE

   • The company has 6 boutiques in France: two in Paris, Lyon, Toulouse, Rouen and Bordeaux.

   ABROAD

   • SEQUOIA has become a staple in the most luxurious shops worldwide and is now available in over 1,000 retail stores.
   • Asia's passion for the brand is obvious! SEQUOIA in Korea, where the brand has met with great success, is very well represented in department stores and duty-free shops alike.
   • Consistently, Japan's top 30 department stores carry the line, including prestige retailer Takashimaya, which also decided to carry SEQUOIA in their New York location on Fifth Avenue. There are three SEQUOIA boutiques in Japan: two in Tokyo and one in Yokohama.
   • Russia has also become a very important region for the brand over the last couple of years, with a loyal fan base and multiple top-tier locations.
   • The Middle East has given SEQUOIA a warm welcome, with two boutiques in Lebanon and one in the Kingdom of Bahrain.
   • As for Europe, it is and has been SEQUOIA's primary market for years. The brand's popularity and success in Belgium and Switzerland are indisputable. Brussels is the home of a magnificent SEQUOIA boutique. In Italy, retail leader Rinascente has given SEQUOIA premier spots in thirteen of its best locations, in addition to an already strong network of 80 retailers throughout the country. Two SEQUOIA stores are now about to open in Parma and Cosenza, Italy.
   • A beautiful boutique opened in Madrid, Spain in 2008.
   • In the USA, where the brand is relatively new, SEQUOIA is creating significant excitement. The brand has made it to some of the trendiest stores on both coasts and continues to expand its distribution selectively. SEQUOIA USA was created in June 2008 and now has three showrooms nationwide: New York, Dallas and San Francisco.