MORE THAN A NEW NAME, IT IS A BRAND NEW 360° STRATEGY FOR THE BRAND STARTING IN 2018, LED BY NEW MANAGEMENT.
With capital investment fund Argos Soditic acquiring a majority stake in the company’s capital in August 2017, Lampe Berger Paris makes a decisive turning point with a new strategy driven by a new managing team. Olivier Sillion, CEO, and Guillaume Wehrlin, Vice President Marketing & Sales, both of whom arrived in September, have together defined a 360° strategy to move the company from a dynamic SME to a crucial intermediate-sized enterprise.
Their ambition is clear: to move from an international leadership position on a niche market - that of catalysis - to that of a global challenger on the growing high-end home fragrance market.
ABOUT MAISON BERGER PARIS
Maison Berger Paris has been in existence for over 120 years, rooted in Normandy in France. It has a vast network of over 7,000 distributors in 56 countries. Maison Berger Paris recorded turnover of nearly 50 million euros, with 33% growth in the past five years, of which 80% of turnover generated through exports (40% in Europe, 20% in North America, 20% in Asia). The company has 150 employees, makes 800,000 lamps per year and sells over 5 million litres of fragrances each year worldwide. The brand affirmed its position as an ambassador by obtaining the Living Heritage Company (EPV) label in 2015.
LAMPE BERGER PARIS BECOMES MAISON BERGER PARIS
Among the pillars of this new strategy, a new identity, a new logo and a new brand platform have been developed to build a more clearly defined architecture for retailers, which is more modern and has greater impact for consumers.
This federating brand makes it possible to encompass a wider offer and to create ranges based on new gestures, all the while assuring unity and harmony. It is a way to fully meet changes in the market and consumer expectations.
BRINGING INNOVATION AND EXPERTISE TOGETHER
The new Management has factored in changes in the market, which is turned more towards sensoriality and decoration, but also consumers’ new expectations, who want a ractive, pleasant, inspiring and safe home fragrances.
This year, Maison Berger Paris is innovating with the development of new technologies in order to propose product ranges for every customer category. The aim is to open up new spaces and to recruit new and younger consumers, in order to accelerate the group’s growth.
To reach out to these young consumers, the company will also be embarking on an ambitious digital plan, starting in 2018, which will involve the development of social media.