Presentation
The Guy Degrenne group as
a Tableware Franchise creates,
develops, manufactures and markets art of entertaining products
around the world (table crockery, cutlery, glassware, accessories,
culinary, table linen and kitchen linen). In 2007 Guy Degrenne
products were sold in 75 countries.
Company Profile
It was in 1948, on Norman land that Guy
Degrenne’s incredible story began. The man is a descendant of
the “Grillous”, this brotherhood of
blacksmiths-tinsmiths who roamed the countryside casting spoons and
forks in tin. He decided to take over his father’s smithy and
set himself the challenge of democratising cutlery in stainless
steel.
One single ambition drove him on: becoming the
Art of Entertaining market leader. Despite outstanding dynamism the
task wasn’t an easy one because of the lack of production
tools. The means were modest: seven workers and an old windmill
equipped with a paddle wheel. This is when Guy Degrenne’s
genius went into action: he salvaged stainless steel from the
reinforcements of tanks abandoned during the battle of Normandy.
The industrial adventure started.
The use of stainless steel was an overwhelming
success among consumers very early on, conveying an image of
solidity and modernism. Indeed, this material was a lot more solid
and easier to look after than silver, white metal or wood that had
been used up until then.
At the end of the 60’s, Guy
Degrenne’s activity was prospering and it now had to meet the
growing needs of communities and public markets. The company thus
entered the industrialisation era.
To
satisfy the ever-increasing orders, the company expanded to house
the 600 employees that now represented the company.
Guy Degrenne acquired 6 hectares of land in Vire
(Calvados, France) to build a new
40,000m²production site.
The 70’s gave the brand a new boost and so the period of
product diversification began.
Now, research, methods, design, communication and
marketing departments rubbed shoulders with production lines. The
company expanded and openedup to the international
market.
In1978 the brand won acclaim and strong
recognition from the public. Its famous advertisement of the
“Headmaster”presents a nice young dunce, mad about
drawing and deaf to his headmaster’s orders, doodling cutlery
and dishes in class.
This advert greatly helped to anchor the
personality of the little Guy Degrenne in the collective memory,
thus giving it a strong liking capital.
In 1987 Mr Guy Degrenne sold his company to the
“Table de France” holding.
This date also marked the acquisition of a new
Limoges porcelain factory in view of expanding the company’s
activities more widely within the Art of Entertaining.
In 1997 the group was listed on the Paris Stock
Exchange’s Unlisted Securities Market.
In 2004, the company was given new vigour with Mr
Patrick Roure appointed to the position of President of the Board
of Directors. The overhaul of the Guy Degrenne brand’s offer
and image was launched in view of modernising the company.
2005 marked the opening of a flagship store in Village Royal, a
Parisian carréd’or (meeting point of major corporate
names) in the art of entertaining. This boutique symbolises the
brand’s new values: sharing, conviviality,
simplicity.
In September 2007 Guy Degrenne opened his very
first franchised boutique in Angoulême (France). Two more
followed in November in Chambery and in Guadeloupe. The brand
signed the first of its Master Franchise in Dubai at the same
time.
Products and Markets
The group 4 factories throughout the world as
well as 6 subsidiaries abroad.It intervenes on the whole of the
distribution networks both in France and in the world as well.
Furthermore the Guy Degrenne group has developed a subcontracting
activity on behalf of third parties (whether art of entertaining
players or manufacturers from other sectors) thus enhancing its
industrial know-how both in stainless steel as well as
ceramics.
Training and Support
Basic training program Previous & compulsory
training program financed with the up-front payment. Training
dedicated to the transfer of Guy Degrenne know-how :
- Guy Degrenne brand & products
- Merchandising & shop concept
- Commercial Action Plan / Customer loyalty
program
- Columbus software
- The Master Franchisee shall train the
Franchiseesand assistthem in the opening of their
shopMaster
Franchisee Candidate
Profile
The Candidate must be a business developer, a
brand manager, a logistics handler, and a distributor
