Paul Lê’s journey with La Belle Vie is a testament to perseverance. From the start, skeptics doubted the feasibility of competing with industry giants like Carrefour and Monoprix. “Every six months, people told us we wouldn’t survive,” Paul recalls. Yet, the company defied the odds, growing into a €100 million business with 600 employees. His advice? Trust customer behavior over financial fears. “We ran out of cash in 2017, but our growing customer base kept us motivated,” Paul shared.

Embracing technology has been pivotal for La Belle Vie. Paul highlighted the integration of AI and robotics as game changers, allowing for efficiency and scalability. “We’re the first generation using robotics like in the movies,” he said, envisioning a future where technology reduces costs and improves margins. While some tasks remain human-centered, robotics will drive the next era of quick commerce.

Paul is candid about the hype surrounding sustainability claims in the industry. He advocates for a pragmatic approach: build a successful business first, then address sustainability. “If you think about ESG on day one, you won’t survive. But a large, impactful company can truly make a difference,” he emphasized. For startups, his advice is to focus on delivering quality products and exceptional service over crafting PowerPoint-perfect pitches.

Paul’s guidance for entrepreneurs centers on authenticity and customer focus. “Find your first 10 real customers—not friends or family—and make them repeat buyers,” he advised. For founders pitching ideas, he stresses the importance of substance over style: “Don’t get lost in the buzzwords. Build something real and impactful first.” His belief in supporting diverse entrepreneurs further reflects his commitment to inclusive growth.

Paul Lê’s story is a masterclass in resilience, strategic innovation, and grounded leadership. His experiences demonstrate that with customer focus, technological foresight, and unwavering determination, startups can carve out their space—even in the most competitive industries.

Find Paul on:

LinkedIn: Paul Lê

Twitter/X: @paulichon

Find Ben on:

LinkedIn: Ben Costantini

Twitter/X: @bencostantini

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