After “Le slip français” at the beginning of September, Duralex is setting up a new partnership, this time with the La Poste group. The glassworks from La Chapelle-Saint-Mesmin announced at a press conference on Thursday, September 19, the creation of limited edition colored mugs that will be sold in 150 post offices in the region. An operation of which Stéphane Bern will be the sponsor.
Today’s essentials: our exclusive selection
Every day, our editorial team brings you the best of regional news. A selection just for you, to stay in touch with your regions.
France Télévisions uses your email address to send you the newsletter “The essentials of the day: our exclusive selection”. You can unsubscribe at any time via the link at the bottom of this newsletter. Our privacy policy
It is neither a castle nor a church, but rather a monument of French industrial history, that Stéphane Bern came to support this Thursday, September 19. Contacted by the President of the Region François Bonneau, the French Heritage Minister agreed to be the sponsor of a brand new partnership between Duralex and the La Poste group.
It was after a visit to the factory during which the presenter of Secrets d’Histoire was able to test the solidity of Duralex glasses and take a few selfies with the employees of the brand new SCOP, that this collaboration was presented to the press.
From November to March, 150 post offices in the region will host “Duralex corners”: points of sale where limited edition packs of 6 colorful mugs will be offered. Stéphane Bern must lend his image to the operation, in particular by appearing on the displays and packaging of the packs. “It’s a living heritage company”justifies the television presenter, “I spend my time opening museums about companies that closed 50 or 60 years ago. But this is a company that I don’t want to see transformed into a museum, it can live on for a long time. I’m going to use my fame to serve this cause.”
In addition to giving visibility to the brand, La Poste also announced that it wanted “help Duralex in its development”by providing the SCOP with the means to improve its website “and make it a real e-commerce site. We will also help them with the logistics behind it, particularly with the Colissimo delivery service.”explains Philippe Dorge, Deputy General Manager of the La Poste group.
This is the second partnership set up by Duralex since the glassworks was taken over by its employees in July. 41 days after the creation of the SCOP (Société Coopérative de Production), the first partnership with the company “le slip français” has already boosted sales. The “allons enfants de la cantine” glass pack created for the occasion helped boost turnover “by 3% compared to forecasts”, says Duralex director François Marciano. “Over 41 days, we also made almost as much turnover as last year on our website.” To continue this momentum, engraved packs will also be available at the entrance to Carrefour stores from September 25.
However, the director acknowledges that“You don’t run a business through collaborations”. These operations aim to to “boost sales a little, wake up the brand a little and accelerate turnover. And it reminds the French that Duralex is there, that they must buy Duralex to support this great company.”
Once the company’s capital has been replenished, Duralex hopes to be able to recruit sales representatives and a marketing manager to launch new models and conquer new markets.. “We have just launched a new brand called “La Maison Duralex”, which is a little more premium in quality and whose new products you will see next year”explains François Marciano, who seems to have ambitions to conquer the great tables of French and foreign gastronomy. “We are keeping our Proust madeleine: the canteens, and our iconic models like the Picardie, but we are also looking at what the world expects from Duralex because I would like to remind you that Duralex exports 80%.”
And to infiltrate haute cuisine, the director of the SCOP can once again count on a big name. The starred chef Loir-et-Chérien, Christophe Hay, also invited by the President of the Region to visit the factory. Known for his attachment to local products, he has committed to putting Duralex glasses in his establishment. “I didn’t realize that Duralex was established here, in our region, very close to us, and that we absolutely had to help them. Gastronomy is about beautiful products and Duralex is also about beautiful products.”he said, also pledging to “promote Duralex” among his peers.
Because Duralex now has to sell a lot and sell quickly. The SCOP aims to eventually practically double its turnover from last year to reach 40 million euros in 2029.
