Still number one in bedding in France, the Maison de la Literie network, well known in Reunion with the two franchised stores in Saint-Denis and Saint-Leu, gains new momentum thanks to the international French luxury textile group Fremaux-Delorme, leader in high-end household linen, who took it over in October 2023.
In a rapidly growing bedding market, the Fremaux-Delorme group gives new impetus to the Maison de la Literie brand, revealing a hitherto under-exploited industrial potential. After a first quarter of reorganization, Amaury Fremaux, president of Maison de la Literie, unveils its new strategic vision, followed by an ambitious roadmap carrying the dynamics of the leading network over the next twelve months. “Being the market leader network comes with great responsibilities. Maison de la Literie will reveal all its potential as a designer and manufacturer and put it at the service of the sleep of the French. Modernization of workshops, innovation industrial, promotion of crafts, development of exclusive brands, support for franchisees, customer experience excellence, outline the roadmap that will support the strong momentum of our network of 148 stores. » This new momentum places Maison de la Literie in a growth dynamic with an ambitious roadmap for 2024. To reveal its full potential, Maison de la Literie intends to capitalize on numerous growth levers. As such, Maison de la Literie benefits from a powerful network with 137 franchise stores and 11 branch stores., thus positioning itself as the number one French bedding network. The brand relies on a strong reputation among 64% of French people to promote the quality of its mattress collections., box springs, headboards, bed linen and accessories.
A new omnichannel concept
Development of the franchise network and new store concept, Maison de la Literie will expand its network thanks to an omnichannel retail strategy serving the customer experience. The brand will strengthen its territorial coverage through the development of its franchise network. “They will be particularly supported and trained on each of their needs, such as sales plan, management, delivery and the brand’s exclusive tool : LOA day, which allows the consumer to access high quality bedding without encroaching on their purchasing power. The reopening of the e-commerce site will enrich the omnichannel strategy thanks to the web to store lever”, announces the company. On the other hand, Maison de la Literie is counting on the overhaul of the store concept to renovate its entire network by 2026. The whole concept is redesigned : visual merchandising, product marketing, sound identity, or even olfactory signature. These numerous levers will support the modernization and optimization of product presentation. New services will enrich the customer experience, such as delivery within 72 hours to your home.
Designer-manufacturer know-how
The strength of Maison de la Literie is based on the complementarity of its two exclusive brands, Onea and Ducal Literature. Onea plays the product accessibility card, while Ducal Literie embodies the heritage of haute couture know-how since 1935. Maison de la Literie is also one of the rare companies in the sector to guarantee in-house manufacturing.. Each mattress, box spring and headboard from exclusive collections are made by hand, in the French manufacturing workshops of Confolens (Charente) and Autun (Saône-et-Loire). Maison de la Literie can thus claim a unique status on the bedding market.. The new industrial strategy will notably ensure the upscaling of products and accessories and make all products 100% recyclable by 2026. The CSR approach provides for Oeko-Te certification, which guarantees the absence of harmful substances in a product.
