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  • Emmanuelle Serrano

La Redoute develops a brand strategy focused on the home

The mail order company's transformation has accelerated in recent years. After successfully transforming itself in recent years from a mail order company to an e-commerce player in France and Europe, La Redoute is now entering a new phase in its history, with the development of a brand strategy focused on home and decoration.

La Redoute is taking a new direction, as Philippe Berlan, the company's CEO, explains: "The period 2024-2027 will be a new turning point in the history of La Redoute. We are making the strategic choice to focus on home decoration, capitalising on our two brands, La Redoute Intérieurs and AMPM. They will embody our values loud and clear and, in particular, our commitment to development that is more respectful of the planet. In addition, to become one of Europe's leaders in home furnishings, our international development will be based primarily on accelerating growth in two strategic high-potential markets for La Redoute, Switzerland and Italy, where we plan to open physical points of sale". This ambition will be pursued along the following three axes.

Raise the profile of La Redoute Intérieurs and AMPM

The brand offers exclusively designed products, created in Roubaix by its own team of designers: a wide choice of furniture and decorative objects, bed linen, rugs, curtains, lighting, bedding and tableware. La Redoute Intérieurs is also firmly committed to the quality of its products, which are designed to last while remaining affordable. With over 30% of its product range currently Made in Europe or Made in France, the Northern France-based brand intends to further anchor local products in its DNA in the future by further developing the proportion of near-imports.

For its part, AMPM is cultivating its difference by targeting a more discerning public, and using art as the common thread running through its collections. AMPM's designers draw their inspiration both from our relationship with nature and from the great artistic references of the 20th century (Barbara Hepworth, Henri Moore, Charlotte Perriand, etc.). La Redoute's upmarket positioning as a publisher is evident at every stage of the product manufacturing process: selection of the finest materials, quality and precision in production, and of course, respect for its artisan partners.

La Redoute also aims to win new market share in the B-to-B sector, by becoming a key partner for interior design professionals, particularly in the hotel and restaurant sector. With La Redoute Intérieurs and AMPM, La Redoute Business offers its customers the opportunity to furnish their premises with high-quality, inspiring and warm furniture that is conducive to both work and relaxation. In particular, La Redoute Business targets interior designers, influencers, hotels and the head offices of large and medium-sized companies.

Although the traditional ready-to-wear business is less central to La Redoute's medium-term strategy, the company is committed to developing its fashion offering to win the loyalty of its customers, whose concerns oscillate between inflationary pressure and environmental awareness:

  • the recent relaunch of La Reboucle, the first second-hand fashion & home marketplace made up exclusively of professional sellers;

  • the development of the La Redoute Collections offering, which goes against the grain of fast fashion: collections whose timelessness and quality mean they last longer. And here again, with the declared aim of gradually increasing the proportion of Made in Europe and Made in France products;

  • carefully selecting the right brands and sellers for our customers.

Strengthening our positions in Italy and Switzerland, two high-potential strategic markets

In 2022, La Redoute's international activities (present in some twenty countries) accounted for more than 35% of its sales, but the company intends to accelerate its international development by concentrating its growth efforts in Switzerland and Italy over the next few years. This targeted strategy will be based on :

  • investments aimed at rapidly raising the profile of the La Redoute Intérieurs and AMPM brands;

  • the opening of 6 new physical shops in these two countries from 2025;

  • developing the B-to-B offering.

Accelerating technological transformation to enhance the customer and retailer experience

This initiative and ambition will involve:

  • the development of an "app-first" model for a personalised, immersive and seamless shopping experience;

  • new services for vendor-partners, including the launch of a new retail media platform with Citrus in 2024;

  • the continued modernisation and internationalisation of its IT platform, relying increasingly on data and AI.

Key figures for La Redoute. fr

La Redoute is France's 3rd largest e-commerce site for home decoration, with an average of over 6.2 million unique visitors per month. The Internet accounts for more than 90% of the brand's sales in France. The brand is also present on Smartphone applications and social networks, as well as in 9 directly-operated shops and 50 corners in Galeries Lafayette shops, La Redoute's parent company.

With more than 8.8 million active customers worldwide, La Redoute is present in over 20 countries.

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