In December, 1982, Aimar Enterprises commenced operations amidst a recession, with the odds of success heavily against it. Over 90% of all companies fail within their first five years. In such a setting, it seemed appropriate to select as a corporate name one which would reflect hope for survival against all probability. Aimar is a name drawn from history to reflect that sentiment.
The Viscount Aimar V of Limoges was a petty nobleman in the Loire Valley of the French Medieval province of Aquitaine. He lived in the second half of the 12th Century, A.D. Orphaned early, he grew up among his relatives, who were also local noblemen in the same vicinity.
The geographic location of the group of nobles was significant. Their lands lay at the crossroads of the north/south and east/west trade routes across France. In such a position, they benefited financially. Enjoying greater affluence than their counterparts elsewhere, they were able to build stone castles earlier than most. This provided them with the means and incentive to defy their overlord.
Throughout much of the life of Aimar V, he and his relatives repeatedly attempted to assert their independence from the Duke of Aquitaine. Unfortunately, the Duke at this time was a man who would gain fame as one of the finest military minds in Europe during the Middle Ages. He is known to us more familiarly as King Richard the Lionheart of England. Again and again, Richard defeated his vassals, reasserted his authority and forced them to dismantle many of their stone castles.
Through long perseverance despite overwhelming odds, Aimar finally gained the upper hand. The legendary king, hero of the Third Crusade and the monarch at the center of the Robin Hood mythology, died while besieging one of Aimar's castles. After a lifetime of struggle, in the face of crushing opposition, this classic underdog finally succeeded.
Thus, he became the namesake of a new company with aspirations of survival when its likelihood appeared to be so remote.