On June 10, the brand formalized the purchase of 3 points of sale in Lit de France. Three new Maison de la Literie sales points will soon open in the towns of Mougins, Saint Laurent du Var and Vallauris. More than ten stores – sometimes franchised with other brands – have also called on Maison de la Literie, which has the desire to develop its new concept. For Amaury FREMAUXPresident of Maison de la Literie: “ These new openings in the PACA region, and all the network development indicators, are an encouraging prospect regarding the attractiveness of the new concept and the smooth progress of our strategic roadmap. »
The enthusiasm for the new concept is also appealing within the network, with 13 franchisees having decided to completely renovate their stores from September. Other franchisees are considering a transformation over the next year. Maison de la Literie takes particular care not to impose anything and to support each franchisee in their needs.
A new store concept with key codes for the dynamics of the sector
The new concept of Maison de la Literie strives to put the world of “home” at the heart of the customer experience and the modernization of the brand image. The new concept provides for the change of all store signs, and even facades, according to the new graphic charter. The renovation also concerns the interior of the stores where the presentation of the products has been carefully carried out to put the customer at the center of the process. Maison de la Literie visually defines the different areas of the point of sale, namely the entrance, the bedding offer and the bed linen section. Key products such as headboards, mattresses and box springs are highlighted in neat presentations. The play of colors (deep blue, white and terra cotta), materials (wood, parquet, carpet) and lighting focused on the products, highlights comfort and aesthetics to explore the best of bedding in an atmosphere warm where you already feel “at home”.
Real levers of growth, Maison de la Literie will also strengthen interest in decoration accessories in all its points of sale to reach 20% turnover. This offer is strongly promoted in the new concept through the highlighting of framed works, mirrors, bedside tables, lamps, consoles, etc. This enhancement has a triple objective: to perfect the overall aesthetics and brand image of the points of sale; build customer loyalty by expanding traffic opportunities; and ensure additional sales. Today underexploited, decorative accessories only represent between 8% and 15% of the network’s turnover. Still absent from other bedding specialists, this offer is a competitive advantage for Maison de la Literie.
Designer-manufacturer, the Maison de la Literie network intends to promote the exclusivity of its brands Ducal Literie et The one up to a third of the offer offered in each store. These exclusive brands embody excellence and innovation in the bedding industry, with the guarantee of artisanal French manufacturing of each mattress, box spring and headboard in its manufacturing workshops in Confolens (16) and Saint- Forgeot (71). Beyond its accessibility in terms of price (between 800 and 3000 euros), Maison de la Literie intends to make accessible the traditional know-how of its artisans and its creation of luxury products, upholstered by hand, from materials noble materials such as pure wool, silk and cashmere.
A first milestone reached in promoting the potential of Maison de la Literie
By meticulously following its roadmap, Maison de la Literie enables its network of points of sale to be able to accommodate the brand’s growing industrial strength. As announced a few months ago, the group Fremaux-Delorme wishes to reveal the full potential of Maison de la Literie and capitalize on its numerous performance levers, particularly industrial ones. Each year, an investment of €500,000 will be devoted to an ambitious industrial strategy: improving the quality of products and accessories, and increasing productivity through the renovation of production sites.
The next stage of development and upscaling, Maison de la Literie intends to amplify the power of its network through an omnichannel retail strategy, aiming to further enrich the customer experience. The brand continues to develop its website and pursues its LOA (rental with option to purchase) policy by allowing consumers to benefit from a premium offer and service.
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