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B U S I N E S S A N D S U S T A I N A B L E D E V E L O P M E N T R E P O R T
2010
ARMED WITH
THE TOOLS TO SUCCEED
The Group’s expansion depends on coherent deployment of
its brand strategy, product offer and distribution policy.
Staged demonstration of the
product offer at Carrefour Planet.
Retailing is a key link between our customers and our products.
The Group's success thus relies on its ability to work through a
far-reaching network of distributors and build relationships of trust
and dialogue with its retail clients over the long term.
DISTRIBUTORS, PARTNERS Of CHOICE
Retail formats vary between countries and market segments.
High-end boutiques, department stores, hypermarkets, convenience
stores, discount chains or specialist retailers, whether they
be in Latin countries, English-speaking markets or Asia...all have
their own approach to the customer. Groupe SEB must understand
these different approaches and take them into account in
order to propose a coherent product offer, and even specially
adapted ranges. This is particularly true of mature markets where
supply is abundant and seasoned shoppers are more demanding.
The Group works closely with its retail clients in different ways.
In the United States, for example, All-Clad decided in early 2010
to work exclusively with premium-quality retailer Williams-Sonoma
to launch its new D5 cookware collection. This fruitful partnership
directly impacted Group sales in this market. Another success, this
time in Canada, was our collaboration with The Hudson Bay
Company to launch the Actifry. Similarly,
in France, the Group continued its special
relationship with the Darty retail chain, with
joint development of a cookware sales area.
OUR OWN RETAIL STORES, AN ADDITIONAL ASSET
In mature markets, in addition to using the industry’s regular retail
distribution channels, the Group runs its own stores directly or with
partners under the Home and Cook banner. In Europe, these
outlets help to optimize inventories by clearing seconds and
discontinued lines. In other countries such as Japan, they help to
promote our brands and products directly to shoppers, thus giving
an extra boost to sales.
Different retail formats respond to different needs and circumstances.
These range from direct factory-to-customer outlets
located near our production plants, to brand stock-clearance stores
in shopping villages, Group brand boutiques in city centres or
shopping malls, or exclusive up-market formats.
Groupe SEB wins the Euronics
International Supplier of the Year
Award in the small electrical
appliances category.