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Strategic reorganisation for French Groupe Maliterie

St├ęphane Comptour, now leading the Maliterie group independently after a recent acquisition, has revitalised the brand with significant changes. Following the merger with GFL-Maliterie and Steel groups, Comptour undertook a strategic reorganisation, renaming the entity to 'Groupe Maliterie' and emphasising its status as the largest independent integrated French bedding manufacturer-distributor network with 80 stores. The acquisition also included a key factory in Neuville-sur-Sarthe, enhancing production capabilities.


Photo: Maliterie

Under Comptour's direction, the company has revamped its product ranges, achieving a milestone where 90% of mattresses are now produced internally by GFL for distribution across their extensive network. A comprehensive rebranding effort followed, overseen by a communication agency, resulting in a new logo and upgraded physical stores alongside the redesigned 'maliterie.com' website.

Comptour's vision now extends to franchising the Maliterie brand, aiming to offer turnkey solutions that optimise profitability for franchisees. This initiative targets independent retailers and specialists within the bedding sector, promising tailored support services and robust marketing efforts to drive foot traffic and enhance sales. Comptour stresses that joining Maliterie means aligning with a network that controls its manufacturing processes, thereby ensuring a strategic advantage in margin management.

Comptour's strategy underscores a commitment to growth through both internal enhancement and external expansion via franchising, positioning Maliterie as a formidable player in the French bedding market.

Source: www.meuble-info.fr

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