The treasure chest of luxury: the art of packaging at Les Etuis Mirault

Working exclusively on a BtoB basis, Les Étuis Mirault's clientele includes major French homes, niche brands and advertisers from all horizons, while opening up to the European market. In the world of luxury, packaging is much more than just a container: it sublimates the product, reinforces its image and enriches the customer experience.

A family history at the service of luxury products

Founded in 1869, the company traces its origins to the marriage between M. Mirault and M. Leborgne. Nicolas Bassaget, General Manager and representative of the 7th generation, recounts that "at the time, we were spectacle case manufacturers; In the morning, the dozen or so female workers worked in the family workshop to make spectacle cases, which were sold in the afternoon on the principle of selling by the dozen". Since its Design, the family-run company has been able to adapt to market demands: "We were mainly eyewear leather goods manufacturers in the 70s, before delocalization , but we have evolved towards textile packaging while retaining a craftsman's savoir-faire close to leather goods".

In 2025, the company has no fewer than 270 employees making Etuis Mirault France's leading manufacturer of made-to-measure fabric packaging. Their expertise covers a variety of sectors: fashion, cosmetics, hospitality, wine and spirits. Luxury and high-end sectors, since "opting for packaging made in France represents a certain cost. Packaging itself is part of a high-end approach, as it accompanies products whose value justifies this level of demand. The price of the packaging is correlated to that of the product it enhances and protects", explains the manager. On the subject of Made in France, he adds that "for the majority of our customers, this criterion is essential. Ways of buying and consuming are evolving in this direction, but we're only at the beginning of the road to generalization. If we produced more in France, we could lower prices and everything would become more affordable and therefore more virtuous."

The Product development unit: between creativity and technicality

"Packaging has always been important, but it's evolving: it's becoming more complex, personalized and needs to have a second life. Packaging is a real added value!" explains Nicolas Bassaget. To respond to this change, the company offers a wide range of flexible packaging such as pouches, kits, fabric cases, bags and tote bags, with a particular focus on made-to-measure, going as far as the design, by partners, of materials specific to each customer. As packaging must be in perfect harmony with the brand's identity, the Product development unit, made up of 4 experts, has a major creative role to play in proposing "products imbued with the DNA of the customer brand", Nicolas Bassaget points out.

In effect, either the customer has a brief or a precise idea, or they have a need, a problem for which we have to develop solutions that combine creativity and technicality: "It's a question of being able to select the right fabrics and accessories, assemble them correctly, know how they will react with each other, anticipate the constraints that the final product will encounter, such as the temperature in the destination country requiring the packaging to be adapted". Taking the jewelry sector as an example,"a precious piece of jewelry to be packaged will require our product development unit to find the right quality of thread so that the packaging seams don't damage the design", explains the director.

But this technicality goes beyond garment making: "even if the majority of our sales are dedicated to luxury packaging, we are developing strongly on products requiring a fairly high degree of technicality, such as specific backpacks, tents, restaurant canvases requiring waterproofing and UV protection, boat canvas... since our primary mastery is sewing!", expresses Nicolas Bassaget.
The quality service offered by Les Etuis Mirault also relies on a strong network of partners, enabling us to offer a wide range of textile elaborations, as well as the integration of anti-counterfeiting technologies: "if tomorrow we could offer the integration of RFID tags, or engraved sewing threads enabling product authenticity", explains the manager.

Towards a sustainable and innovative future

The company combines modernity and artisanal savoir-faire, with 200 machines spread over three sites, 50% of the workforce working on sewing machines and 50% in small hands for packaging and product preparation. Nicolas Bassaget explains that he "generally avoids automation because the more you automate, the less quality control there is. We're more concerned with "manufacturing assistance" than with automation; we stick to the human touch to ensure, in particular, effective quality control". Training, mainly provided in-house, guarantees this transmission of expertise.

Eco-responsibility also guides Etuis Mirault's strategy."We try to be as green as possible by using green inks and eco-responsible materials". The company systematically offers responsible alternatives to its customers, such as corn fiber. It operates on a just-in-time basis, avoiding overstocking and limiting textile waste. An advanced traceability system enables precise tracking of materials: "We've been fully on software packages for years, so by scanning a cardboard box, we can track the entire life cycle of the threads and products we use". GOTS certification is in the process of being obtained, preparing the company for future industry requirements. "We anticipated the demand for traceability to be ahead of the game", confirms the executive.

In the world of luxury, packaging is much more than a functional element: it sublimates the product, reinforces its identity and meets new expectations in terms of durability and technicality. Thanks to their savoir-faire and capacity for innovation, Les Etuis Mirault are part of a modern, responsible approach, while remaining faithful to their artisanal heritage.
 

To find out more, discover the Company sheet Les Etuis Mirault, their Website and their LinkedIn page.