For almost fifty years, Casaan iconic decoration and furnishing brand, supports European homes in decorating their interiors. But today, the company faces financial difficulties that threaten its survival. After a first request for judicial reorganization in 2020, Casa once again finds itself forced to seek protection from its creditors.
A difficult economic situation for casa and its competitors
The decoration sector in Europe, although popular, is subject to intense competition with brands like IKEA et Leroy Merlin largely dominating the market. In France, in 2022, this sector represented around 26 billion euros. Faced with giants, Casa tries to maintain its position, but the increase in production costs and the drop in purchasing power have a hard impact on the company, limiting its sales and reducing its room for maneuver.
Founded in Belgium in 1975, Casa established itself in France in 1985, then continuing its expansion in Europe. Despite these past successes, the brand experienced a first crisis in 2020, which pushed it to change ownership. The group is now owned by Frank Pruijn, its commercial director, after a buyout made in 2021 to try to revive business.
A new request for protection to avoid bankruptcy
In 2024, the situation seems to get worse: Casa is once again introducing a judicial reorganization procedure (PRJ). This decision aims to establish a payment plan for its creditors in order to maintain its activities. However, this restructuring is not without consequences, the company considering laying off around fifty employees to reduce its costs.
The general manager, Vincent Nolf, is nevertheless optimistic, affirming that recent management measures are starting to show results. However, the rapidly changing retail environment complicates Casa's prospects, adding pressure on its cash flow.
A recovery plan and promotions to save sales
Faced with the emergency, Casa is banking on Christmas timetraditionally conducive to sales, to improve its figures. A promotional campaign had already been launched last June with reductions of up to 70%, making it possible to partially clear unsold items. This type of initiative should be renewed during the holidays, in the hope of rectifying the situation.
The coming months will be decisive for the future of the brand, which will have to convince its customers to return to stores while strengthening its cash flow. Casa's strategy is therefore now based on a combination of massive promotions and optimization of its financial management to avoid bankruptcy.
What future for casa?
As consumers increasingly turn to the big names in the sector, Casa seeks to reinvent itself to remain competitive. Will the brand be able to capitalize on the Christmas season to ensure its survival? If the bet is risky, Casa seems ready to try everything to maintain itself in the landscape of European decoration.
