Culture, luxury and traditions: once upon a time ... the Benson Shoes, the Moroccan shoes that hit the streets abroad
Germany, France, Belgium, Ivory Coast, Congo ... How did the Moroccan Benson Shoes conquer the world?
The history of Benson Shoes is not trivial and serves as a homegrown success story.
The history of this luxury shoe begins in 1963, when Abdelaziz Benamour entered the footwear trade in Casablanca with his company Les Etablissements Idéal, first manufacturing hand-sewn boots for the army.
At the end of the 1980s, Mohamed Benamour, the founder's son, joined the father's business and diversified the company's products while training craftsmen in new, more modern manufacturing processes. After military and safety shoes, it is time to take a new step with the manufacture of luxury shoes, inspired by English models.
We must then find a name for these new creations made according to the Goodyear-sewn process ... It will be Benson, a contraction of Benamour and his (English word for son). A name that sounds English and that will facilitate the export of shoes.
The first store opened in the Maârif district of Casablanca, within the Twin Center in 1999 before being franchised and setting out to conquer other Moroccan cities like Rabat and Marrakech. Then follow other countries such as Côte d'Ivoire, Congo and then Belgium among other European countries.
For these shoes handmade in Morocco, it takes 24 to 48 hours of work per item for a sale price of around 300 euros in Europe and 2,000 dirhams in Morocco. The price of luxury, of course, but above all, a job well done.
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