Clément Caseau (E07), General Manager of Steinway & Sons France: “Piano Is Gaining Ground in China”

The emblematic piano builder Steinway & Sons turned to Clément Caseau (E07) to launch its French subsidiary, a pilot project to develop a new international distribution model. He tells us the score.

ESSEC Alumni: How did you come to be Steinway & Sons’ general manager?

Clément Caseau: I have always been passionate about music, especially the piano, which I began at the age of 5. I dreamt of turning my passion into a career. After studying at ESSEC and the University of Mannheim, I first spent 3 years working in the mass market before moving on to become District Sales Manager at Steinway & Sons, at their European headquarters in Hamburg. In 2016, the company decided to create a subsidiary in France with a shop right in the centre of Paris – they named me as head of this new organisation.

EA: Steinway & Sons is a family-run business that was bought out by an investment fund in 2016. What changes did that bring about? 

C. Caseau: Steinway & Sons’ establishment in France was a direct consequence of this acquisition. It was part of a new global distribution strategy aiming to establish a flagship store in each of the world’s great cultural capitals. As such, in 2017 we opened a shop in Paris, and another in Beijing. Substantial investments were made in technological innovation and the production tool, in order to offer even better instruments.

EA: You launched Spirio, a connected piano... 

C. Caseau: Brands like Steinway have to preserve an artisanal tradition that is over 165 years old while still meeting the needs of the new generations, born in the digital age and used to managing everything using their smartphone or tablet. Spirio is the perfect example of successfully combining tradition and modernity. It is a real link between the acoustic and the digital world, creating new ways of interacting with the piano.

EA: What innovations has Spirio brought about?

C. Caseau: You can now play the greatest pianists at home in your living room and even relive classic concerts from artists of the past such as Vladimir Horowitz or Bill Evans just by pressing a button on your iPad. The result is truly breathtaking when synchronised with video. And the system goes even further, using the “Spirio |r” function, pianists can record themselves, listen back and even edit their piece. It opens up a whole new world of possibilities!

EA: Who are Steinway & Sons’ clients today? 

C. Caseau: Our clients include professionals, pianists, concert halls, conservatories and recording studios, but also a large number of amateur music fans.

EA: Which markets are strategic for you? 

C. Caseau: Historically, the United States has always been the biggest market for Steinway & Sons, but Asia has recently caught it up and has been growing extremely rapidly, spurred on by China as a driving force. Learning to play piano has become an important part of Chinese education; many new conservatories have been built and piano stars like Lang Lang and Yuja Wang are role models for a lot of Chinese children.

EA: What about Europe?

C. Caseau: Europe continues to play a vital role for Steinway & Sons as it is the birthplace of classical western music and home to one of the two Steinway & Sons manufacturing sites (Hamburg, Germany). This European anchor is essential for the brand and is key to Steinway & Sons elsewhere in the world, particularly in Asia.

EA: What is your roadmap for Steinway & Sons in France?

C. Caseau: In bringing Steinway & Sons to France, we wanted to present our brand as we chose, and increase sales in the market. Right from the start, the operation was seen as a pilot project to develop a new premium, cutting-edge distribution model. We were lucky enough to find the perfect location at 230 boulevard Saint-Germain in the 7th arrondissement of Paris. This meant that we could be closer to our clients, artists and all the players in the world of music. We are on track for commercial success, which confirms the relevance of this new approach.

Interview by Louis Armengaud Wurmser (E10), Content Manager at ESSEC Alumni

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