More than two decades supporting entrepreneurs and leaders in strategic decisions and business transformation.
Transform your business. Achieve excellence.
You need to structure a business, regain momentum, make a difficult decision, evolve your management or support your teams. Lionel Berruyer works with the decision-maker, entrepreneur or executive by connecting personal, human and business topics.
Expertise. Measurable results.
A distinctive approach designed for ambitious entrepreneurs, decision-makers and executives who want to clarify priorities, strengthen their posture and take action.
Every company is unique. My support is fully tailored, flexible and adapted to your challenges and reality.
A structured 4-step method to create lasting value, reach your goals with clarity and generate concrete results.
You need to clarify direction, arbitrate priorities, mobilize your teams or regain a clearer vision.
Your business is moving forward, but you feel a plateau, a loss of momentum, a need for structure or new goals.
You want perspective, a stronger posture, better decision-making or to move past a professional situation that is holding you back.
You want to train your managers on human topics linked to work: feedback, motivation, communication, recruitment or change.
Support is available in person, remotely by video, or on site with travel across Morocco and abroad depending on needs.
An experienced hands-on leader serving your transformation industrielle
Lionel Berruyer brings more than 25 years of expertise in luxury leather goods and production management to companies that want to structure and accelerate their growth.
His approach connects operational performance, ergonomics, quality, human engagement and execution capability. For him, everything starts with one simple investment: a coffee and a visit to your workshops.
A track record of excellence and hypergrowth
Lionel built his leadership within major global organizations before applying it to fast-growing companies:
L'Atelier Maroquin Since 2025
As founder, he is driving rapid acceleration. In just three years, the company grew from 60 to 210 employees and increased revenue by more than 500%.
Maison Louis Vuitton
For around ten years, he led the Leather Goods Prototype Workshops. Responsible for all mock-up activity, he reported directly to Ms. Delphine Arnault, Product Strategy Director and Vice President at LV.
Stella International 2016 - 2021
As General Manager LeatherGoods, he led the development of advanced industrial units in China, Vietnam and the Philippines. Under his leadership, the group’s leather goods activity grew from $1M to $270M in revenue in five years, and from 50 to 3,700 employees.
ATEX Leathergoods
Solid experience as a General Manager, strengthening his global view of the sector.
30 minutes
to discuss your growth challenges
A first strategic conversation to understand your goals, identify growth levers and confirm whether the support is the right fit.
The blockers the intervention is designed to remove
Unclear strategic vision
Misaligned goals, competing priorities, poorly allocated resources and difficulty turning vision into field decisions.
Management under pressure
Low team engagement, unclear roles, lack of recognition and difficulty motivating and empowering people sustainably.
Fragile operational performance
Slowed flows, insufficiently controlled processes, high costs, delays, inconsistent quality or missing industrial routines.
Growth that is hard to structure
Commercial opportunities exist, but organization, methods, capacity and ROI tracking are still insufficient to scale.
Results built in the industry
Four ways to intervene depending on your situation
01. Strategy
Clarify the leader’s vision, structure priorities, secure decisions and build a clear direction for the company.
02. Management
Work with the decision-maker, train managers, clarify roles, strengthen engagement and address HR challenges linked to management.
03. Operations
Optimize flows, operating procedures, industrial routines, quality, lead times and productivity.
04. Innovation
Identify new growth levers, structure ideas and turn opportunities into concrete actions.
A simple, structured, ROI-driven intervention
Diagnosis
Analysis of the current situation, pain points, risks and opportunities, notably through SWOT and PESTEL.
Action plan
Measurable prioritization of workstreams, SMART objectives, clear responsibilities and PDCA cycle.
Concrete actions
Field deployment of solutions adapted to teams, flows, quality and the company’s pace.
Follow-up and return on investment
Impact measurement, adjustments, routine anchoring and long-term value creation.
Workplace enjoyment as a performance lever
Sustainable performance is not achieved through objectives alone. It is built through clarity, proximity, recognition, ergonomics and everyone’s ability to understand their contribution.
This approach builds on strengths, installs simple routines, measures concrete effects and connects well-being, commitment, loyalty and operational results.
How can performance, fulfillment and authenticity be reconciled in management?
In this interview, Lionel Berruyer, General Manager of ATEX Leathergoods, shares his leadership experience and his belief that transparency, common sense and quality human relationships are the foundations of sustainable leadership. A valuable testimony for anyone looking to evolve their management practices.
Professional training
Des formations pratiques et interactives pour renforcer le leadership, la communication, les compétences managériales et les sujets RH qui impactent la performance collective.
Programs designed to support leaders, managers and teams in concrete situations: decision-making, motivation, feedback, recruitment, leadership posture and change management.
to strengthen
impact and
collaboration.
and collective
effectiveness
day to day.
skills Acquire concrete
tools to manage
and decide better.
Tailor-made training, adapted to your sector, HR and management challenges, and team level.
Flexible, human support without borders.
We adapt to your needs and context to provide close support in Morocco, in France or remotely. The goal: help the decision-maker, entrepreneur or executive clarify priorities, overcome blocks and achieve concrete, lasting results.
In-person or video consulting
Sessions adapted to your constraints and preferences, face to face, remotely or directly on site.
Travel throughout Morocco and abroad
Field presence to stay close to your challenges, wherever you are.
Professional coaching in French and English
Individual support for entrepreneurs, leaders and executives when personal topics influence clarity, energy, posture and professional performance.
International experience in luxury and industry
Shiseido - France
Industrialization and methods director
Launch of new fragrances, performance leadership, process innovation and method structuring.
Louis Vuitton - France
Technical manager, workshop manager, prototype workshop director
Industrialization, ergonomics, performance, quality, safety and leather goods mock-up management under LV product strategy responsibility.
Stella International - Asie
General Manager LeatherGoods
Development of leather units in China, Vietnam and the Philippines, growing to 4 million bags per year and 3,700 employees.
ATEX Leathergoods - Tunisie
General Manager
Lean manufacturing, ISO 9001 certification, Divalto ERP, incoming inspection, collection development and strong business growth.
L'Atelier Maroquin - Agadir
Founder
Luxury leather goods industrial unit project in the Agadir region, export-oriented, combining Moroccan know-how and international standards.
Methods adapted to the real business context
Strategic tools
- MARP et Merise
- Stakeholder ally matrix
- Vision and strategic plan
- Communication au centre
- Managerial courage
Tools RH
- PNL
- Process Communication
- MBTI
- Entretien de recrutement
- Motivational management
Implementation
- SWOT et PESTEL
- PDCA
- Matrices d'impact
- Metaplan
- SMART et routines industrielles
Animations corporate
- Feedback et reconnaissance
- Effective meetings
- Constructive feedback
- Collective creativity
- Clear, measurable objectives
Field-focused feedback from leaders
J'ai travaillé avec Lionel lorsque j'étais RH chez Louis Vuitton. Lionel était un de mes clients internes. J'ai beaucoup apprécié travailler en véritable partenariat avec Lionel. Lionel est un manager attentif, à l'écoute tout en étant exigeant. Il sait trouver le bon équilibre entre écoute et exigence, accompagne, développe et « défend » ses équipes avec justesse. Il est positif et très engagé.
L'accompagnement nous a permis de clarifier les priorités, d'aligner les équipes et de transformer une ambition stratégique en plan d'action très concret.
The strength of the approach is its simplicity: a field diagnosis, fast decisions, then measurable routines that managers can actually sustain.
Ce qui marque chez Lionel, c'est qu'il partage avec simplicité une expérience que peu de personnes ont l'occasion d'acquérir au cours d'une carrière. Quand on connaît les responsabilités qu'il a occupées et les équipes qu'il a dirigées, on comprend rapidement la valeur de ses conseils et de ses retours d'expérience. Pourtant, dès les premiers échanges, on se sent rapidement à l'aise. Lionel a cette capacité à écouter, à comprendre les situations avec beaucoup de recul et à transmettre son expérience dans des échanges simples, directs et concrets.
À 29 ans, j'ai déjà la chance d'avoir construit une entreprise qui fonctionne bien et atteint plusieurs objectifs que je m'étais fixés. Pourtant, comme beaucoup d'entrepreneurs, il arrive parfois de perdre un peu d'élan ou de se retrouver bloqué dans certaines façons de voir les choses.
En quelques séances, il m'a aidé à débloquer quelque chose qui pesait sur ma motivation depuis un moment. Mon entreprise fonctionnait bien, mais j'avais le sentiment de tourner un peu en rond et d'avoir perdu une partie de "la flamme" des débuts, de pas forcément être motivé par des nouveaux objectifs.
Nos échanges m'ont permis de voir certaines choses différemment et de retrouver une vraie dynamique. Pour être honnête, j'ai aujourd'hui l'impression d'être reparti avec l'énergie et l'envie que j'avais lorsque j'ai lancé mon activité.
Je le recommande à toute personne qui cherche un regard extérieur expérimenté, que ce soit pour faire évoluer son management, son activité ou simplement sa façon d'aborder certains défis professionnels.
J'ai eu le plaisir de travailler avec Lionel alors qu'il était responsable technique chez Louis Vuitton. Venant d'une industrie très différente, Lionel a su s'adapter et apporter une vision nouvelle aux sujets techniques sur lesquels nous travaillions. Ouvert, agréable et fort techniquement, Lionel a su faire avancer ces projets avec détermination. Ses qualités lui ont permis de prendre maintenant la direction d'un atelier de. fabrication de 200 personnes.
Lionel sait comment trouver les mots pour te guider à t'améliorer. Je recommande fortement ses séances de coaching, elles sont très enrichissantes.
Lionel est un manager qui sait fédérer une équipe et cherche en permanence des solutions pour améliorer une situation, pour embarquer ses collaborateurs avec lui. Généreux et énergique, son enthousiasme est communicatif et j'ai eu un grand plaisir à travailler avec lui.
Lionel has a strong command of coaching methods, both personally and professionally. His approach is structured, caring and results-oriented. Il sait poser les bonnes questions, celles qui provoquent de vraies prises de conscience et permettent d'avancer concrètement. Grâce à son accompagnement, j'ai pu clarifier mes objectifs, dépasser certains blocages et adopter une vision plus stratégique de mon activité. Ce qui fait la différence avec Lionel, c'est sa capacité à s'adapter à chaque personne tout en s'appuyant sur des méthodes solides et éprouvées. Son coaching apporte une réelle valeur, tant sur le développement personnel que sur la performance professionnelle. Je recommande vivement Lionel à toute personne souhaitant évoluer, structurer ses projets et atteindre ses objectifs avec efficacité.