The French bedding brand 1.2.3 Sommeil has launched its fourth store and first franchise in Herblay-sur-Seine (France). The 230 m² outlet is managed by David and Sarah Belilty, seasoned local furniture professionals, marking a milestone in the brand's franchise strategy.
© 1.2.3 Sommeil
Founded in early 2024 by Marina and Jérôme Gheeraert, 1.2.3 Sommeil previously operated three directly owned stores in Hauts-de-France, in Calais, Dunkirk, and Saint-Omer. The Herblay store, located at 89 rue de la Marne in a busy commercial district, showcases the brand's full range of mattresses, bed bases, headboards, bed linen, electric relaxation sets, and convertible sofas.
The franchise fully adheres to the brand's identity and concept, focusing on immersive customer experiences and careful product scenography. According to the press release, the model combines expertise from in-store partners with industrial know-how from a recognised French manufacturer.
Jérôme Gheeraert emphasised that the franchise approach allows new store operators to concentrate on their business while benefiting from the brand's support and expertise. The opening reflects 1.2.3 Sommeil's ambition to expand its presence while maintaining high service standards and a strong brand identity.
This milestone signals the brand's transition from a purely direct-store model to a scalable franchise network.
Source: www.meuble-info.fr
