“Iconic brands never die, neither does business, and a brand like Habitat is set in stone. » Hervé Giaoui, president of the French Overseas Purchasing Center (Cafom), a major player in the distribution of household equipment overseas and owner of the Habitat brand until 2020, was not missing no enthusiasm, to present, Tuesday April 23, its plan to relaunch the brand.
And this, less than four months after the liquidation by the Bobigny court of Habitat Design International and its subsidiary Habitat France, on December 28, 2023, owned by the serial buyer Thierry Le Guénic, whose empire is in the process of being destroyed. collapse (Burton of London, San Marina, Maison Lejaby…). The furniture and decoration distributor – 440 jobs and 25 stores in France – had been swept away by the downturn in the mid-range furniture market and a lack of structural investment.
“Very quickly, Habitat will regain its international position”promised Mr. Giaoui, becoming a “affordable luxury brand”only sold via the Internet on its own site, which “ will become a merchant again before summer »and on the Vente-unique.com marketplace – an online furniture sales company 67% owned by Cafom – which will pilot this rebirth operation.
” A coupon “
This relaunch of the brand founded in 1964 by the British Terence Conran (1931-2020) was predictable. Because Cafom had only transferred the operation of the store network to Thierry Le Guénic in 2020, retaining ownership of the brand worldwide (excluding the United Kingdom), and concluding a logistics service contract with him from of its warehouses. It was made possible by the resumption, authorized by the judge, of the stock, “estimated at 12 million euros in turnover” to clear various unpaid debts (logistics, royalties, etc.) from Mr. Le Guénic’s companies. And by purchasing digital assets, such as product images, and the Habitat website.
It remains to restore its image among customers, 8,842 of whom, according to Mr. Giaoui’s figures, have not received their purchases and have become creditors, to whom he wants “bring back the smile”, thanks to… ” a coupon “, after studying their declaration to be completed on the housing site. The Bobigny court had assessed it at 9 million euros “the outstanding balance of undelivered customers, who have paid a deposit”.
” It is shameful “, declares Catherine de Rieux, 75, who had spent 2,400 euros in September 2023 in the Westfield Parly 2 shopping center, in Yvelines, to treat herself to two sofas, and who does not consider “certainly not to buy anything back”. Distraught by several months of procedures “and stress” to end with a “declaration of claim on the Internet”this retiree from the medical press, “little computerized”, above all fears that this will short-circuit all of its claims for compensation.