The Schmidt Groupe (ex-Salm) brand has just opened its first dealership in Belgium, reviving its export development which has been on hold since 2010.
Cuisinella inaugurated its first Belgian store in Tournai, Hainaut, on June 9. This 400 m² concession showcases the full range of Cuisinella kitchens, bathrooms, storage units, tables and chairs. This opening will be followed by another in Namur in September. And the company has announced that it will not stop there. It is aiming for 20 stores in Walloon Belgium by the end of 2020.
This is the first time since 2010 and the closure of its 4 Swiss stores that Cuisinella has crossed the French border again. At the time, Salm, the company's parent company, wanted Cuisinella to focus on the French market, while its other brand, Schmidtbrand would be free to conquer the world (Schmidt currently has 179 points of sale abroad, in addition to its 283 French concessions, for total sales of 890 million euros).
But here goes. Since then, Cuisinella has largely achieved its objectives, growing from 135 to 242 stores nationwide, which together generate sales of 510 million euros. And Schmidt Groupe has further increased its production capacity. All the more reason for this "impertinent and accessible" brand to set its sights on export markets.
Article published on June 17, 2016, by Olivia Leroux
