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Leaders, entrepreneurs, executives and managers

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.

My approach

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.

25+ Years of experience

More than two decades supporting entrepreneurs and leaders in strategic decisions and business transformation.

0 Rigid method

Every company is unique. My support is fully tailored, flexible and adapted to your challenges and reality.

4 Key steps

A structured 4-step method to create lasting value, reach your goals with clarity and generate concrete results.

Leader or decision-maker

You need to clarify direction, arbitrate priorities, mobilize your teams or regain a clearer vision.

Entrepreneur

Your business is moving forward, but you feel a plateau, a loss of momentum, a need for structure or new goals.

Corporate executive

You want perspective, a stronger posture, better decision-making or to move past a professional situation that is holding you back.

Managers and teams

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.

Profile

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.

+ 25 years of experience Serving leaders and industrial SMEs
100% field-focused A concrete approach rooted in your industrial reality
Results durables Targeted actions for measurable performance
Engagement total A partner involved at every stage of your transformation

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.

25+ years of expertise serving industrial performance and sustainable growth.
Ready to structure your growth with a leader who understands field reality? Let’s start with a coffee and take the time to assess the levers that will create the most value for your business.
An approach focused on your challenges
Clear, measurable objectives
Results concrets et durables
Engagement et partenariat
Book a strategic call
Free discovery session

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.

30 minutesStrategic discussion
100% personalizedAdapted to your challenges
Sans engagementLibre et confidentiel
Leadership challenges

The blockers the intervention is designed to remove

01

Unclear strategic vision

Misaligned goals, competing priorities, poorly allocated resources and difficulty turning vision into field decisions.

02

Management under pressure

Low team engagement, unclear roles, lack of recognition and difficulty motivating and empowering people sustainably.

03

Fragile operational performance

Slowed flows, insufficiently controlled processes, high costs, delays, inconsistent quality or missing industrial routines.

04

Growth that is hard to structure

Commercial opportunities exist, but organization, methods, capacity and ROI tracking are still insufficient to scale.

Field evidence

Results built in the industry

270M$ Stella LeatherGoods revenue reached in 2021, after growing from $1M to $270M in five years.
3 700 Employees managed across China, Vietnam and the Philippines for Stella International’s leather activity.
210 ATEX Leathergoods employees in 2024, up from 60 in 2021, with industrial structuring and ramp-up.
900 Prototypes per year at ATEX, with a 3,500 m² workshop, ERP, ISO 9001, CAD and a dedicated production line.
Comment j'aide

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.

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02. Management

Work with the decision-maker, train managers, clarify roles, strengthen engagement and address HR challenges linked to management.

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03. Operations

Optimize flows, operating procedures, industrial routines, quality, lead times and productivity.

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04. Innovation

Identify new growth levers, structure ideas and turn opportunities into concrete actions.

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Method

A simple, structured, ROI-driven intervention

01

Diagnosis

Analysis of the current situation, pain points, risks and opportunities, notably through SWOT and PESTEL.

02

Action plan

Measurable prioritization of workstreams, SMART objectives, clear responsibilities and PDCA cycle.

03

Concrete actions

Field deployment of solutions adapted to teams, flows, quality and the company’s pace.

04

Follow-up and return on investment

Impact measurement, adjustments, routine anchoring and long-term value creation.

Philosophy d'intervention

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.

Clarity Give meaning and reference points to everyone
Proximity Listen, understand and support
Reconnaissance Recognize contributions and strengthen pride
Results Connect well-being, engagement and sustainable performance
Interview

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.

Training

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.

Available in English & French
Within your company

Programs designed to support leaders, managers and teams in concrete situations: decision-making, motivation, feedback, recruitment, leadership posture and change management.

Leadership Develop inspiring, mobilizing leadership.
Communication Communicate better
to strengthen
impact and
collaboration.
Performance Improve individual
and collective
effectiveness
day to day.
Management &
skills
Acquire concrete
tools to manage
and decide better.

Tailor-made training, adapted to your sector, HR and management challenges, and team level.

Explore our programs
Consulting, individual coaching and team support

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.

Professional background

International experience in luxury and industry

2000 - 2004

Shiseido - France

Industrialization and methods director

Launch of new fragrances, performance leadership, process innovation and method structuring.

2004 - 2016

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.

2016 - 2021

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.

2021 - 2024

ATEX Leathergoods - Tunisie

General Manager

Lean manufacturing, ISO 9001 certification, Divalto ERP, incoming inspection, collection development and strong business growth.

Since 2025

L'Atelier Maroquin - Agadir

Founder

Luxury leather goods industrial unit project in the Agadir region, export-oriented, combining Moroccan know-how and international standards.

Tools and training

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
Testimonials

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.

Maud Brottier Talent and operations manager at TotalEnergies

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.

Executive management Premium leather goods house

The strength of the approach is its simplicity: a field diagnosis, fast decisions, then measurable routines that managers can actually sustain.

Operations manager International industrial site

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.

Nicolas Delmouly Président de l'agence web ENERGIEDIN

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.

Christophe Degoix Operations director at TAL Apparel Limited

Lionel sait comment trouver les mots pour te guider à t'améliorer. Je recommande fortement ses séances de coaching, elles sont très enrichissantes.

Claudia Galavan Baker

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.

Charles Henri Colonna Founder and director at Albus Conseil

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.

Amina Batat Optician / eye care
+212 665 666 807