{"id":74667,"date":"2023-03-23T10:55:54","date_gmt":"2023-03-23T09:55:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=74667"},"modified":"2023-03-23T10:55:57","modified_gmt":"2023-03-23T09:55:57","slug":"dille-kamille-sinstallera-en-france-en-2024","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/dille-kamille-sinstallera-en-france-en-2024\/","title":{"rendered":"Dille & Kamille s’installera en France en 2024"},"content":{"rendered":"\n

Apr\u00e8s une ann\u00e9e 2022 d\u00e9fiante, Dille & Kamille<\/strong> continue sur sa lanc\u00e9e avec un deuxi\u00e8me magasin en Wallonie et un quatri\u00e8me en Allemagne. L’ann\u00e9e prochaine, la cha\u00eene de magasins durables s’installera \u00e9galement en France, avec un partenaire local.<\/p>\n\n\n\n

Garder le contr\u00f4le<\/h2>\n\n\n\n

Le 29 mars, Dille & Kamille ouvrira un nouveau magasin dans le centre de Namur, dans la rue de la Croix. Il s’agit du 44e magasin de la cha\u00eene, le 14e en Belgique. Apr\u00e8s Li\u00e8ge, c’est seulement le deuxi\u00e8me magasin wallon et, avec les deux magasins de Bruxelles, c’est le quatri\u00e8me magasin \u00e0 servir \u00e9galement des clients francophones en Belgique. La langue fran\u00e7aise deviendra bient\u00f4t plus importante pour le d\u00e9taillant, car Dille & Kamille franchira la fronti\u00e8re fran\u00e7aise en 2024. C’est ce qu’affirme l’administrateur d\u00e9l\u00e9gu\u00e9 Hans Geels, qui \u00e9tait l\u2019invit \u00e9 de la Sales Management Association (SMA) mardi chez RetailDetail.<\/p>\n\n\n\n

\u00ab Nous n’allons pas nous attaquer \u00e0 la France seuls, mais avec un partenaire local, dans un mod\u00e8le de franchise dure o\u00f9 nous gardons le contr\u00f4le. En France, nous n’avons pas le m\u00eame niveau d’ambition qu’en Allemagne. Mais si cela fonctionne avec ce partenaire, c’est plus facile \u00e0 g\u00e9rer en termes d’investissement. Nous les connaissons depuis plus de cinq ans, et apr\u00e8s cinq ans de non nous avons \u00e9t\u00e9 sensibles \u00e0 leurs arguments, ils sont tr\u00e8s convaincus. C’est un projet pilote : la franchise n’est pas notre mod\u00e8le, mais si vous avez un d\u00e9clic avec les bons partenaires, cela devrait fonctionner. C’est \u00e9conomiquement int\u00e9ressant : les investissements sont moindres et la mont\u00e9e en puissance est plus rapide, mais il est plus difficile de pr\u00e9server la philosophie de notre marque. \u00bb<\/p>\n\n\n\n

Succ\u00e8s allemand<\/h2>\n\n\n\n

En Allemagne, Dille & Kamille se porte bien, affirme M. Geels. \u00c0 la fin du mois de juin, la cha\u00eene ouvrira son quatri\u00e8me magasin allemand \u00e0 Bonn. \u00ab Nous sommes tr\u00e8s heureux que les consommateurs allemands semblent nous comprendre : le magasin de Munster, dans le nord de la Rh\u00e9nanie-du-Nord-Westphalie, conna\u00eet un succ\u00e8s retentissant. Cologne et D\u00fcsseldorf font \u00e9galement partie de notre top 15. Nous y sommes plus connus que nous ne le pensions. \u00bb<\/p>\n\n\n\n

Rien d’\u00e9tonnant \u00e0 cela : les magasins de l’est des Pays-Bas, de Groningue \u00e0 Maastricht, r\u00e9alisent certains jours la moiti\u00e9 des ventes de consommateurs allemands. Les magasins situ\u00e9s pr\u00e8s de la c\u00f4te re\u00e7oivent \u00e9galement beaucoup de clients allemands. \u00ab Nous avons un fort pouvoir d’attraction sur les touristes allemands : ils ne connaissent pas ce concept. \u00bb Le concept \u00e9tranger est d’ailleurs une copie conforme du concept n\u00e9erlandais. \u00ab Nous ne sommes pas encore parvenus \u00e0 l’optimiser. Pour cela, nous devons r\u00e9aliser davantage d’\u00e9tudes de march\u00e9. \u00bb<\/p>\n\n\n\n

R\u00e9inventer le mod\u00e8le d’entreprise<\/h2>\n\n\n\n

En 2022, Dille & Kamille a vu ses ventes augmenter d’environ 18 %, a indiqu\u00e9 M. Geels. Le d\u00e9taillant, qui n’a ouvert que trois nouveaux magasins l’ann\u00e9e derni\u00e8re, a b\u00e9n\u00e9fici\u00e9 d’une belle croissance organique, en partie due \u00e0 des augmentations de prix. \u00ab Le nombre de produits dans le panier a \u00e9t\u00e9 mis sous pression, mais les produits sont tous devenus l\u00e9g\u00e8rement plus chers. Cela a compens\u00e9. Les b\u00e9n\u00e9fices sont rest\u00e9s stables. Ce n’est pas tout \u00e0 fait ce que l’on souhaite, mais il n’y a qu’une seule cause : l’inflation. Les co\u00fbts des salaires, des loyers et de l’expansion ont augment\u00e9. En Belgique, les salaires ont augment\u00e9 de 20 % en deux ans, ce qui est impossible \u00e0 suivre. \u00c0 eux seuls, les mat\u00e9riaux sont devenus 23 % plus chers en moyenne. \u00bb<\/p>\n\n\n\n

\u00ab Au cours des deux prochaines ann\u00e9es, nous devrons en fait r\u00e9inventer notre mod\u00e8le d’entreprise \u00bb, estime Hans Geels. \u00ab Comment continuer \u00e0 aligner tous ces changements de co\u00fbts sur un prix que les consommateurs comprennent ? Heureusement, Dille & Kamille souffre moins de la concurrence par les prix, car il s’agit d’une marque propre. C’est l’une des meilleures d\u00e9cisions strat\u00e9giques que nous ayons jamais prises : nous ne sommes pas seulement une marque de magasin, mais aussi une marque de produit. \u00bb<\/p>\n\n\n\n

L’avenir de 2023 est tr\u00e8s incertain : \u00ab Les trois premiers mois n’ont pas \u00e9t\u00e9 florissants, mais corrects. Il devient de plus en plus difficile de pr\u00e9dire comment les choses vont vraiment se passer. L’ann\u00e9e derni\u00e8re, nous avons \u00e9t\u00e9 en retard sur le budget jusqu’en septembre et nous avons soudainement tout redress\u00e9 \u00e0 l’automne. C’est volatile. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s une ann\u00e9e 2022 d\u00e9fiante, Dille & Kamille continue sur sa lanc\u00e9e avec un deuxi\u00e8me magasin en Wallonie et un quatri\u00e8me en Allemagne. L’ann\u00e9e prochaine, la cha\u00eene de magasins durables s’installera \u00e9galement en France, avec un partenaire local. <\/p>\n","protected":false},"author":3,"featured_media":41542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"people":[1188],"extra":[43],"company":[309],"topic":[373,276],"region":[],"class_list":["post-74667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","people-hans-geels","extra-plus","company-dille-kamille","topic-durabilite","topic-expansion"],"acf":[],"yoast_head":"\nDille & Kamille s'installera en France en 2024 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L'ann\u00e9e prochaine, la cha\u00eene de magasins durables Dille & Kamille s'installera \u00e9galement en France, avec un 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