XAVIER de Royere has come full circle in the world of luxury fashion brands, a journey that has allowed him to travel to all corners of the world. After working his way to the top of some of the biggest names under the LVMH umbrella including Louis Vuitton and Loewes, where he served as senior vice president, he turned away from the world of mega brands and joined bespoke French bootmaker Maison Corthay as a CEO with a mission.
Founded by former John Lobb shoemaker Pierre Corthay in 1990, Maison Corthay quickly built up a prestigious following that included the Sultan of Brunei, who famously ordered 150 pairs of bespoke shoes after reading an article by Herald Tribune fashion editor Suzy Menkes. Twenty years later, the small family-run company was growing into a hugely successful business that demanded a more strategic approach. Enter de Royere, who joined the firm as CEO in 2010.
Today, the company has six boutiques in France, Japan, Hong Kong, Dubai and the UK. We caught up with him during a recent visit to the Maison Corthay boutique in the Level Shoe District in Dubai Mall.
One of your ready-to-wear shoes is called the “Easy” and has been designed specifically for travel…
Yes. We wanted something that has a rubber sole so if it is raining you still have something that is a bit more rugged. It is a versatile shoe and very elegant in terms of style and shape. It has an elastic section in the upper sole, which is very convenient – it can practically be used as a slip-on. If you are travelling on the plane and your feet tend to swell a little then it can accommodate that. We found it is a great travelling companion. Then again, if you look at it from above you will see that it is very elegant. You can also personalise the colours of the lining and piping.
What do you as a consumer look for in a travelling shoe?
Comfort, style and lightness. I don’t know in which order. You want a product that is comfortable but you still need style; you never know who you are going to bump into. If you are going around in inappropriate attire when you travel you can look quite stupid. Plus you want to look good anyway.
How do you keep your shoes in a good condition when you travel?
Having wooden shoetrees with you when you travel is helpful because you can put them in at night and find your shoes in a refreshed state in the morning. The sacrifice is weight. I know it is a bit of a trade-off but if you are going to take just one pair of shoes then take the shoetrees. Some people travel with plastic shoetrees but I don’t like the idea of going around with plastic. The only plastic allowed is the credit card.
Do you take inspiration from the destinations you visit?
I get a huge kick from meeting people in places that I go to; inspiration, intellectual challenge and excitement. Some people find that travelling takes its toll and is tiring, but I find it exhilarating. I probably wouldn’t do it if I didn’t love it as much as I do. I like to travel and I like to be on a plane. I like going to a new hotel. I like visiting a new country and meeting people there. It’s an energy boost for me.
Do you have any bad travel habits?
I travel quite a bit so I become very fussy and I know how I want to do things, like where I want to be seated on the plane. I recreate my own little comfort zone and environment and anything that unsettles it drives me crazy. You must never tell any airline, but I travel with far more than I am allowed onboard. The only way to get away with it is to be the first one to board. I rush on, put my stuff in the overhead locker and sit down. The down-side is that I am the idiot standing there at the gate an hour before the flight leaves so I am first in the queue. I try not to put anything in the hold if I can. I hardly ever get caught but if I do I get upset, which is terrible, really.
What do you dislike about flying?
I have difficulty sleeping on planes, especially in economy, so I watch movies. Much to my horror, the next morning I usually can’t remember the names of the movies I have watched. People ask me what I watched and I have no idea. I usually remember the first one, but usually I forget the next two. But I enjoy it. Also I have become quite knowledgeable on the airlines that I want to travel with and airlines that I would do anything to avoid.
What is your favourite airline
when travelling in Europe?
My favourite European airlines would be British Airways, followed by Iberia and then Air France. When I cross the continents I prefer Cathay Pacific. I am a Diamond member with Cathay Pacific loyalty club, Gold with BA and Platinum with Air France. Now I am starting to fly with Emirates – one day I will maybe become a Gold member and then I will see what happens. I find the economy in Emirates is far better than in BA or anywhere else.
What is your favourite First Class airline cabin?
By a long way it is Cathay Pacific, then BA and then Air France. I find the best business class is Singapore Airlines.
What do you look for in hotels when you are travelling?
I love hotels. I like a quick check-in and quick check-out. Don’t ask for my passport 10 times in a row. It makes me crazy when it’s one o’clock in the morning and I really want to go to sleep. I don’t want to sound cheap, but free WiFi is also important. If you go to an expensive hotel and you have to pay EUR 20 (US $25) for a one-day use of their WiFi it drives me nuts. It’s funny because you go to cheap hotels where you get free WiFi everywhere, and then you go to expensive hotels where you don’t. I also like a nice bathroom – big and light and airy. And location is also important, obviously.
Do you stay in the same hotel and the same room each time you visit a city or do you like to try out new ones?
I stay at Hyatt hotels everywhere. It’s like airlines – the more you travel the better the treatment. You get upgraded, you get free stuff, and I get it everywhere. Pretty much everywhere I travel there is a Hyatt. I am a sucker for the benefits and the loyalty programmes – they really hook me.
Let us in on a travel secret?
Hyatt has these tiers in their [Hyatt Gold Passport] loyalty club. There is one tier that is not publicised which they call the Courtesy Card. It is above the top tier and I think they give out a few hundred per year. You only know about it when you become a member. One of the high points in my life was when I became a member and received a Courtesy Card. That was followed 18 months later with one of the low points in my life when they withdrew the membership. They don’t tell you why – I called them to find out and they wouldn’t tell me. I was so upset. I called all of the hotels I go to regularly and I said “get me back on that bloody list!” I have been thinking about it – the high that you get from being put on the list is matched by the low that you get from being Mr. Nobody again.
What is your travel shopping indulgence?
I buy two keychains for my children everywhere I go, so they have a great collection.
What is the thing you enjoy most about travel?
When I can, I travel with one of my kids. This is a great privilege I enjoy in my current role and something you can’t do when you work for a larger organisation. I have four kids and in turns I try to travel with them. When they are on holiday they come with me so they see what I do.
How do you manage a busy business schedule and look after your children at the same time?
You juggle. If by chance it doesn’t look strange in your business environment to travel with your kids, then do it. It is hugely satisfying. You share, you can talk when you are on a long flight and it is a great way to spend time with them. Also I tell my kids to travel very light so I can stuff some of my things in their luggage.
Click here to visit the Maison Corthay website
