"Conforama has passed its turnaround"
Posted by admin | Under Uncategorized, economy, money, news, world Thursday Apr 29, 2010"Conforama woke up," says Le Figaro Thierry Guibert, head of Conforama, a subsidiary of PPR, whose CEO Francois-Henri Pinault announced the proposed sale. In the first quarter, sales rose 2.6%. "Taking into account closures, the rally reached 4%, our best performance for two and a half years," said Thierry Guibert, who said "satisfied" while relativizing. "The basis of comparison is favorable activity had decreased by 10% in early 2009. But our performance is strong since January. It is the result of the strategy put in place for eighteen months to address a deteriorating situation constantly. "
Conforama cons Ikea
Better yet, "the last six months, Conforama has regained market share in furniture.This is the first time in seven years, "says Thierry Guibert, who thinks she recovered some of its behind Ikea.
Since 2002, the distributor of household goods lost a point of market share per year. His image has deteriorated, customers have turned away from the sign. Ikea also pleased to Conforama its leading position in France in early 2009.
"I was worried about the economic health of Conforama, its level of supply and its attractiveness," admits Thierry Guibert, who took the reins in 2008. Engaged in a modernization plan, Conforama renovated its stores (181 to date in France) and launched a new concept that gives more space to the world of cooking and decorating. During deployment, it is already present in 12 stores and should be applied to 15 more this year. A design space will be in place this summer in 40 other outlets."From 1 July we will be increasing our offering around the tableware and cooking utensils," says Thierry Guibert, who hopes to have 15% of sales in the decorative end of 2013, against 10% now . However, Conforama could "reduce by-case its offer in small furniture, lounge and bathroom.
Location cleaned
Conforama is also preparing to launch a new brand called Confo Deco, with shops 500-700 m2 quick cash. Located in downtown or mall, they offer a wide range of products – including a significant part in its own brand – in six worlds (night, kitchen, bathroom …). The first store will open its doors in October in the shopping center La Part-Dieu in Lyon. A second is scheduled for early 2011 at the heart of Lille."We want a real concept that will strengthen both the proximity to our customers and our legitimacy in the decoration, hopes Thierry Guibert, who plans to open 3-5 Confo Home each year.
"The goal is to boost activity in an extremely volatile," said Thierry Guibert. In 2009, the decline in sales has not stopped Conforama improve its profitability, with operating income up 6%, with 77 million euros in savings and international relief. "This year, our goal is to significantly improve our profitability," said the chief executive Conforama. Owing mainly to sales growth. "We are in running order to beat the market without watering customers tariff discounts," says Thierry Guibert, who is without mention other signs, such as Goal, which break the price.
Especially as the activity outside France (27% of sales) should not negatively influence the results. After the closure of seven stores in Italy and the Iberian Peninsula, the situation has been cleaned and sales depart.
"Conforama has passed its turnaround," says Thierry Guibert, while acknowledging that "it is frustrating to hear some suggest that we make the bride more beautiful for better sell. Instead, I explain to my team that, regardless of the shareholder, Conforama should be pretty solid for redeployment and create value. "
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