By Claire Richer
Since 2012, Didier Gréaux has been running SEGECO, a family trading company established in St Barts nearly 50 years ago. His commitment, entrepreneurial spirit, and strong work ethic have driven the undeniable growth of this thriving business, a gem of St Barths’ economy. But before taking the reins, Didier had already proven his ability to set up and grow companies. Let’s take a closer look at his journey as a talented entrepreneur.
Didier Gréaux’s roots run deep in St Barths, with his family having settled on the island as far back as the 17th century, likely from Vendée or Charente in France. He grew up on the island and, like many young people, left at 15 to carry on with his studies in mainland France, eventually graduating from a business school in Paris in 1991.
Although his career path seemed set for auditing and finance, he chose to come back to St Barths, where there were plenty of opportunities as the island was developing rapidly. He started working alongside his father, who was an agent for Air France and Air Guadeloupe before opening his own travel agency
In 1993, Didier launched his first business in IT, called Island Computer, partnering with an IT specialist who shared his vision. Back in those early Windows days, Didier built up the company successfully, making it a well-known name on the island, and it’s still operating today.
In 2000, he had the chance to take over his father’s car rental business. He partnered with a friend and launched a new venture, Top Loc, which grew quickly with the boom in tourism and the development of hotels on the island. Didier devoted himself to this venture for 10 years before deciding to leave in 2011, eager to explore new challenges.
At that time, Didier’s uncle was managing SEGECO, the family’s trading and inter-island commerce business that he had built up over 30 years. As he was nearing retirement and wanting to keep the company within the family, he encouraged Didier, with support from his cousin (who ran a similar company in Sint Maarten, Caribbean Liquors & Tobacco), to come on board.
With a sense of pride and responsibility, Didier stepped up as manager of the company in January 2012—a business founded by his grandfather 30 years earlier.
SEGECO: A Family-Run Trading Business
SEGECO originally specialized in spirits, importing raw rum and processing it in St Barths before exporting it to other islands, notably the US Virgin Islands. The business mainly focused on exports, paying little attention to the local market. In the 1950s, Didier’s grandfather set up shop in Gustavia, at La Pointe, with a private dock that made receiving and shipping goods aboard schooners easier. He expanded the business by adding cigarettes and Heineken beer, which remains SEGECO’s oldest brand to this day.
In 1983, Didier’s grandfather retired and divided the company’s shares among his ten children, appointing Christian, one of his sons who worked alongside him, as the new director.
It was Christian, Didier’s uncle, who eventually handed over the reins of the family business, now owned by the heirs of the founder’s children. “It was a big challenge, and above all, an honor to take charge of the family business,” he shared with us.
Transformation Underway
Didier then set out to transform the company, in response to the island’s growing tourism industry. He expanded the product line, bringing in soft drinks like Chanflor water, Evian, and Perrier, as well as sodas like Coca-Cola, Schweppes, and Oasis. He also boosted the spirits portfolio, partnering with prestigious brands from the Moët Hennessy group.
He worked on modernizing the company’s logistics and IT systems, improving processes and acquiring new handling equipment. He updated the warehouses to accommodate pallets and trained his team in using the new equipment, which really helped the company step up its operations. He also revamped the retail store for the public and created a dedicated space for wines and spirits.
Just as the company was hitting its stride, Hurricane Irma put a sudden stop to this growth. The main office and building were destroyed, and a significant part of the stock was lost. Only one warehouse and a few containers survived, allowing the business to slowly get back on track.
With resilience and determination, Didier pushed forward to rebuild and grow the business. The development of the Public port area prompted him to move the warehouse to a new 500 m² building, better suited for receiving goods and serving clients.
He rebuilt the historic building to serve as offices, a retail space, and most importantly, a wine and spirits cellar named after his grandfather: La Cave d’Emilien. “I revamped SEGECO’s business model to adapt to the new growth opportunities.”
Spirits have always been a core activity for the company. From rum in the early days to champagne—especially Moët & Chandon, which has been distributed for over 70 years—SEGECO remains a key player in this sector with prestigious wine and champagne brands.
Didier decided to open a dedicated space for spirits: La Cave d’Emilien, which opened in April 2024. This elegant 100 m² showroom with an adjacent 80 m² storage area offers a top-notch space for both private customers and professionals, managed by a talented sommelier.
Tastings are regularly organized for the public on Friday evenings, while professionals are invited to exclusive events. The space can also be privatized for masterclasses or themed tastings.
There’s no doubt that this new cellar will further elevate SEGECO’s reputation!h
Didier is also deeply involved in St Barths’ community life. A Rotary Club member for 26 years, he has held various roles, serving as president twice, in 2004 and 2018. He has played a key role in numerous initiatives, including the Clean-Up Day, the Inter-Business Rally, the creation of book boxes, funding waste bins for the educational farm, and providing ShelterBox kits for hurricane victims in the Grenadines after Hurricane Beryl.
