Chamatex launches ASF 4.0 in Portugal, backed by Carlos Tavares and Teddy Riner

Producing sports footwear in Europe: that was Chamatex’s bold bet when it launched its ultra-modern, automated ASF 4.0 factory in Ardèche, France in 2020.

Five years on, another Advanced Shoe Factory 4.0 is set to open in Barcelos, north of Porto, in Portugal. And the project has attracted investors unaccustomed to industrial financing rounds. The former head of Stellantis, Carlos Tavares, and French Olympic judo champion Teddy Riner are investing in the new Portuguese entity.

To finance the ASF 4.0 Portugal mega-factory, Chamatex has announced a capital increase of around seven million euros for its ASF 4.0 subsidiary, supplemented by bank financing and local subsidies.

While the initial project involved partner brands Salomon, Babolat, Millet, and the Zebra group, this funding round includes, according to Chamatex’s press release, “the Chamatex Group, through its shareholders BPI and Yotta Smart Industry, Carlos Tavares, as reference shareholder in the ASF 4.0 Portugal subsidiary, and five business angels, including Teddy Riner.” The project is also supported by a fundraising campaign on the Lita platform.

Carlos Tavares is deeply involved in this project, backing a technological revolution and Portugal’s strong expertise; the country produces around 80 million pairs of shoes a year, according to APICCAPS, the sector’s representative association.

“After many years serving international groups, I want to devote more time to my country, Portugal,” the executive says in the press release. “Investing in ASF 4.0 means taking part in an industrial adventure, part of my DNA for over 40 years. ASF 4.0, thanks to its innovative, automated process that is unique in this industry, is opening up new prospects for the footwear industry.”

While this is a second step for ASF 4.0, the first was not an easy one. Ambitions were high for the Ardoix pilot site in the Ardèche. Although models from Salomon, Babolat and Millet did see the light of day, ramping up the factory was no easy task. Ultimately, as the group progressively mastered its robotic process, it reported output of more than 150,000 pairs. It emphasises that this learning phase was necessary to achieve the expected industrial stability and reliability. This period enabled Chamatex to calibrate a model now deemed replicable.

“It’s enormously satisfying to move to a European scale, all the more so surrounded by top-tier brands and industrial, sports and financial partners,” said Gilles Réguillon, the group’s managing director, who made this industrial gamble.

The first operational phase of the new factory is scheduled for July 2026. It will start with two production lines, delivering an announced capacity of 500,000 pairs per year and creating 210 jobs. Once again, the initial production runs in mid-2026 will be destined for long-standing partner Salomon.

But the partners have no intention of stopping there. Two expansions are planned to bring the total to 1.5 million pairs and 580 jobs by 2030. This output should provide the plant’s customers with greater responsiveness, increased flexibility to test smaller runs, and a reduced carbon footprint.

The group stresses that Ardoix, in the Ardèche mountains, will remain the centre of research, development and industrialisation, responsible for supporting technological developments and new models.

With this second plant, ASF 4.0 enters a new phase. Its realisation, bringing on board an investor like Carlos Tavares, could be a sign that, beyond statements of intent, reindustrialisation, combining a high-quality response to market needs with advanced automation, is now on a credible footing.