Épisode 15

🎙Meet Laurien Soutiras, Head of Sellerie Cazenave

Trained as a farrier, Laurien had to change direction just as he was about to enter the workforce—and turned to retail, joining a garden center. With a very well-stocked equestrian section!

Twenty years later, he's become a local reference for equestrian equipment in Pau (Southwest France).

📣The passion for horses? The entrepreneurial journey? The customer focus?

How did you catch the equestrian “bug”?

I must have been around six or seven years old. During a holiday camp, I took part in a workshop at a riding school and it was a true revelation. Later, my family moved to Assat, near Pau—and right next to a riding club! I quickly knew I wanted to work with horses. Since I wasn’t particularly interested in school, I enrolled in the agricultural high school in Mirande, where I earned the equivalent of a vocational diploma in equestrian studies with a farriery focus. At 18, I joined the Compagnons du Devoir and went to Germany for six months—but my back had other plans. Before I even started working, I already had to rethink my career path. A few months later, I earned a high school diploma equivalent and joined the garden center chain Point Vert. That eventually led me to Etablissements Cazenave, the last independent garden center in Pau, known for its large equestrian section. My dual expertise made me a great fit.

And a few years later, you caught the entrepreneurship bug…

It all happened naturally. In 2014, the owner retired and offered me the opportunity to take over. I made the leap, already convinced that small independent garden centers wouldn’t stand a chance against national chains. So I chose to go all-in on my passion, keeping only the equestrian section. I restructured the building and expanded the retail space to 200 m². Of course, I couldn’t do it alone. I called on Karine, an excellent rider and a childhood friend from middle school. Our customers know her as "Kakou"—and she’s much more than my right hand today.

With 20 years of experience behind you, how have customers evolved?

Mobile phones, the internet, and online sales have completely changed the way we buy and sell. Customers used to rely on our expertise—they didn’t have price comparison tools or customer reviews at their fingertips. Today, especially in our field, it’s about building a relationship of trust over time. I’m based in a competitive area, yet I’ve managed to thrive. Probably because I’ve always been immersed in the equestrian world, and I’ve become a reference point. My clients come to Laurien, not just to Sellerie Cazenave.

How did you first connect with Ekkia?

It was December 2004, at the Paris Horse Show, in the hall dedicated to wholesalers. Ukal had a stand there at the time, and it was led by Jean-François Vignon—a man I had a lot of respect for. Later, Ekkia came to be represented by Pascal Rambert, then by Lauriane Aimard, who still supports me today. What I’ve always appreciated about Ekkia is that no one rests on their laurels. They stay on top of new needs and trends, constantly launch new products, and are responsive and supportive.

The #1 quality needed in your job?

Empathy. I enjoy listening to my clients. It’s part of the job—being genuinely interested in their lives, their horses, their competitions. Over time, my clients’ children become my clients. That’s my version of a social network!

Your motto?

I don’t really have one. But if I had a mantra, it would be: Love people and keep making the kinds of connections I make every day.

Ekkia in one word?

Strength.

They have an unmatched product range—but above all, they’re a real team, across every area: after-sales, R&D, sales.