{"id":76498,"date":"2023-04-19T14:26:10","date_gmt":"2023-04-19T12:26:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=76498"},"modified":"2023-04-19T14:26:14","modified_gmt":"2023-04-19T12:26:14","slug":"torfs-se-serre-la-ceinture-apres-une-annee-faste","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/torfs-se-serre-la-ceinture-apres-une-annee-faste\/","title":{"rendered":"Torfs se serre la ceinture apr\u00e8s une ann\u00e9e faste"},"content":{"rendered":"\n

Apr\u00e8s une belle ann\u00e9e 2022, la hausse des co\u00fbts contraint la cha\u00eene de magasins de chaussures Torfs <\/strong>\u00e0 prendre des mesures de r\u00e9duction des co\u00fbts dans les ann\u00e9es \u00e0 venir afin de pr\u00e9server sa rentabilit\u00e9. Toutefois, il n’est pas question de licenciements ou de fermetures de magasins, assure la CEO Lise Conix.<\/p>\n\n\n\n

Croissance gr\u00e2ce aux r\u00e9novations<\/h2>\n\n\n\n

Le chiffre d’affaires de Torfs a augment\u00e9 de 8 % l’ann\u00e9e derni\u00e8re pour atteindre 190,2 millions d’euros. Sur cette belle croissance, 7 % proviennent des chaussures et 1 % de l’habillement. L’EBITDA s’est \u00e9lev\u00e9 \u00e0 10,2 %, soit 16 millions d’euros. La marge a l\u00e9g\u00e8rement baiss\u00e9 car les co\u00fbts d’exploitation ont augment\u00e9 de 14 %. \u00ab Nous avons bien ma\u00eetris\u00e9 nos marges et notre niveau de stock est sain \u00bb, a d\u00e9clar\u00e9 Lise Conix, CEO de l’entreprise. Les ventes sont d\u00e9sormais sup\u00e9rieures de 10 % \u00e0 celles de 2019, la crise du Covid a donc \u00e9t\u00e9 dig\u00e9r\u00e9e.<\/p>\n\n\n\n

Dans les magasins physiques, les ventes ont progress\u00e9 de 10 %. Les magasins situ\u00e9s dans les centres-villes et les centres commerciaux ont en fait progress\u00e9 de 23 %, mais sont toujours inf\u00e9rieurs de 6 % aux niveaux d’avant la crise du Covid. L’ann\u00e9e derni\u00e8re, Torfs a remodel\u00e9 cinq magasins pour les adapter \u00e0 son dernier concept. Un tel r\u00e9am\u00e9nagement co\u00fbte environ 600 000 euros, mais permet une croissance des ventes de 10 \u00e0 15 %. Si 45 magasins ont d\u00e9j\u00e0 \u00e9t\u00e9 transform\u00e9s, la cha\u00eene en a \u00e9galement r\u00e9am\u00e9nag\u00e9 six cette ann\u00e9e.<\/p>\n\n\n\n

Des \u00e9conomies n\u00e9cessaires<\/h2>\n\n\n\n

Les ventes en ligne sont rest\u00e9es stables en 2022 mais sont en hausse de 28% par rapport \u00e0 2019. \u00ab Nous poursuivons l’acc\u00e9l\u00e9ration digitale \u00bb, a-t-il d\u00e9clar\u00e9. La boutique en ligne repr\u00e9sente d\u00e9sormais pr\u00e8s de 20 % des ventes totales de la cha\u00eene et est aussi rentable que les magasins physiques. \u00ab Nous gagnons des parts de march\u00e9 dans un march\u00e9 de la mode en d\u00e9clin, alors que les acteurs en ligne \u00e9taient en difficult\u00e9 \u00bb, s’est f\u00e9licit\u00e9 Conix.<\/p>\n\n\n\n

Les premiers mois de l’ann\u00e9e 2023 affichent \u00e9galement une belle croissance, mais les ann\u00e9es \u00e0 venir seront difficiles, reconna\u00eet-elle. L’exc\u00e9dent brut d’exploitation est sous pression en raison de la hausse des loyers, des salaires et des autres co\u00fbts d’exploitation, et la rentabilit\u00e9 des magasins en ville reste difficile. \u00ab Tout le monde est sur le pont. La r\u00e9duction des co\u00fbts devient un \u00e9l\u00e9ment important de notre strat\u00e9gie, et c’est nouveau. \u00bb Torfs ne peut et ne veut tout simplement pas r\u00e9percuter l’ensemble de l’augmentation des co\u00fbts sur les consommateurs : \u00ab Nous restons attach\u00e9s \u00e0 une offre abordable. \u00bb<\/p>\n\n\n\n

Travailler plus efficacement<\/h2>\n\n\n\n

Torfs ne s’est pas fix\u00e9 d’objectif concret en mati\u00e8re d’\u00e9conomies, mais souhaite amener de mani\u00e8re transparente tous les employ\u00e9s \u00e0 travailler plus intelligemment et \u00e0 \u00e9conomiser sur les d\u00e9penses exc\u00e9dentaires. La cha\u00eene esp\u00e8re ainsi ramener l’EBITDA \u00e0 un niveau sain, m\u00eame si ce n’est pas pour cette ann\u00e9e. Il n’est pas question de fermeture de magasins ni de licenciements, mais Torfs souhaite travailler plus efficacement. Par exemple, le d\u00e9taillant a command\u00e9 une machine d’emballage automatique qui emballera 20 % d’air en moins, ce qui permettra d’\u00e9conomiser sur les mat\u00e9riaux d’emballage et les co\u00fbts de transport.<\/p>\n\n\n\n

L’expansion n’est pas \u00e0 l’ordre du jour pour l’instant : La Flandre est pratiquement couverte avec 75 magasins. Les deux magasins wallons sont rentables, mais Torfs d\u00e9clare qu’il n’a pas encore trouv\u00e9 la recette du succ\u00e8s et qu’il attend donc de s’\u00e9tendre davantage. \u00ab N\u00e9anmoins, je pense qu’il y a de la place en Wallonie pour un Torfs avec une offre de marque forte. \u00bb Cette ann\u00e9e, la cha\u00eene de magasins de chaussures f\u00eate son 75e anniversaire.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s une belle ann\u00e9e 2022, la hausse des co\u00fbts contraint la cha\u00eene de magasins de chaussures Torfs \u00e0 prendre des mesures de r\u00e9duction des co\u00fbts dans les ann\u00e9es \u00e0 venir afin de pr\u00e9server sa rentabilit\u00e9. Toutefois, il n’est pas question de licenciements ou de fermetures de magasins, assure la CEO Lise Conix. <\/p>\n","protected":false},"author":3,"featured_media":76496,"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":[22],"tags":[],"people":[880],"extra":[],"company":[456],"topic":[266],"region":[226],"class_list":["post-76498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","people-lise-conix","company-torfs","topic-resultats-financiers","region-belgique"],"acf":[],"yoast_head":"\nTorfs se serre la ceinture apr\u00e8s une ann\u00e9e faste - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s une belle ann\u00e9e 2022, la hausse des co\u00fbts contraint la cha\u00eene de chaussures Torfs \u00e0 prendre des mesures de 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