Sophie Villain (Kitchen director) “We need to open about fifteen stores by 2022 and we will continue this pace with 15 to 20 openings per year in the coming years”


We listen to YOUR lives and desires

Cuisinella specialist in interior design “Young living space” distributes kitchen furniture, bathroom and storage, household appliances.

Can you describe your past and mission in Cuisinella in a few words?

I joined Schmidt Groupe three months ago after 20 years of marketing and business development experience promoting strong brands in family businesses in Bel (La vache qui rit, Kiri, Boursin) and Castel (Nicolas network ) in France and abroad.

Since Cuisinella Brand DirectorI am responsible for communication with sales teams and network, product and animation strategy and implementation of growth plan.

I was seduced by the values ​​of this company, 1. French kitchen manufacturerwhere everything is done Combine pleasure and performance diary.

I am amazed every day to see how rich the stories of the determined men and women who have made the Cuisinella brand successful for 30 years are.

What an honor to celebrate the brand’s 30th anniversary and open its 300th store at the same time!

How exactly has the concept evolved over these three decades?

Cuisinella is a French-French brand that evolves according to the needs and desires of consumers.

The main stages in its development were the first TV commercial in 1998 and, in particular, the advertisement for “la vinaigrette”, which significantly increased the brand’s reputation (insolence, audacity and humor).

Cuisinella was one of the first kitchen designers to offer a storage offering with solutions for every room of the house in 2006.

Since 2010, Cuisinella is the #1 brand in spontaneous notoriety and also on the Top of Mind.

Cuisinella has been rooted in its roots since its inception. consumer listening values and in recent years, it has been highlighting its commitment to innovative product solutions to encourage consumers to consume better and consume more responsibly, with the iconic piece of furniture (marketed since 2017), the vegetable dish, while remaining a trendy brand known and recognized. !

We find this desire to listen and the spirit of cooperation with our consumers with the new store concept, which has been available since 2021 with consumer-specific joint creation and exchange areas.

The proof is that our efforts bear fruit with the opening of the 300th Cuisinella store in Vauvert in the Gard on March 30. This is a 3rd store for Mickaël Perrichon and partner Claudia MadrigalRenewing their trust in Cuisinella .

How does the Cuisinella concept position itself in the kitchen market today?

Cuisinella is the accessible brand He accompanies each client to create kitchens and living rooms that look like them, with entry/mid-range kitchens for between €2,990 and €8,000.

2021 was a very good year with 20% growth in Cuisinella’s turnover thanks to continued market trends that Cuisinella knows how to primarily respond to.

What are Cuisinella’s strengths compared to the competition?

Cuisinella, as the leading French producer, quality and durable products.

The brand has one of the largest store networks with visibility across France, thanks to its more than 300 stores.

Finally, the group proposes unmatched service and support With qualified salespeople who listen to experts at all stages, from customer discovery to kitchen setup.

What changes has the Covid crisis brought to the network for both consumers and dealers?

We observed three strong trends:

  1. consumers used this time to make plans and feel good at home and projected themselves into an interior that looked like their own.
  2. The versatile uses of the kitchen and its central role as a living space with a place for sharing and festivity
  3. The growing share of kitchen projects, which started online and today 1 in 5 sales comes from a digital discovery.

Thanks to digital discovery, dealers have adapted to the demand to respond individually to each project, with appointments in-store or at home, all supported by our industrial know-how and ability to propose a project. unique and made-to-order. .

What is your assessment for 2021?

2021 has been a very good year 20% growth in Cuisinella turnoverthanks to market trends that are still alive and to which Cuisinella primarily knows how to respond

  • The evolution of the habitat towards more modularity and adaptability and the need to optimize the space to adapt to different activities and uses (telework / home sports / games with children / etc…)
  • The living space, which is seen as a haven of peace, is a shelter where one feels good.
  • Desire to have a habitat in your image

On the expansion side, after a record year with more than 20 openings in 2020, we’re still having some success. Good performance in 2021 with 15 new openings in France.

How is business recovery going after Covid?

The year 2022 may see a slowdown in activities where it is important to be better at home than ever, due to tensions over purchasing power, an election year, a war year.

That’s why Cuisinella always takes care of its customers, offering incentive actions to make their projects come true (currently gourmet month), service offers such as financing with Financella’ offer and accessible products with START range starting from 2,990 €. .

What are your development expectations and goals for this year? And in the longer term?

I am determined to continue this momentum and introduce the brand to its customers, satisfy the increasingly demanding and demanding consumers, and blow the colors of this unique brand.

Regarding the offer and services, we have based our success on: industrial excellence and expert support at every stage of a project and every project is unique.

We will strengthen this closeness with our network and consumers and present our new products at the highly anticipated Euroforum next November, which will bring together all the players around the Schmidt Groupe after two years of the pandemic.

On the expansion side, we want maintaining our dynamic of opening new stores and covering many areas that still need to be filled (More than 100 regions currently available for Cuisinella) to make it easier for consumers to access our brand and products. Our goal: a store less than 15 minutes from home.

We need to open nearly fifteen new stores in 2022, and we will maintain this pace in the coming years by opening 15-20 stores a year.

In the long run, Keep making Cuisinella a sign of some ageless timeIt is the best anchor in the market with its 30-year history close to its consumers, offering unique creations, physical and omnichannel shopping experience and somewhat unusual communication!

Whether they’re just starting out decorating, wanting to have fun, are in a hurry, embarking on a renovation project or their first purchase, I want today’s 30s to get to know themselves at Cuisinella, which offers highly relevant offers. kitchens and warehouses to satisfy all their wishes and a brash tone that suits them!

Do you have application priorities?

We have opportunities across France and we wish primarily To accelerate our establishments in big cities such as Paris and Marseille.

What is the ideal profile to open a Cuisinella store? Has it evolved over time?

We’re searching entrepreneurs are motivated to be personally involved in their future stores, from all walks of life, rich in different experiences and sharing our values.

Commercial fiber is a key criterion alongside the ability to manage a human-scale team, and we are looking for entrepreneurs who can manage three to five stores in the long run.

In any case, if the project leader is motivated, Education tailored to their needs to support them in their success.

Learn more about the requirements Opening a Cuisinella store