The jewelers' cooperative restructures its brand portfolio and suspends the development of the Ozencia and Mégalithes brands, grouped under the Guilde des Orfèvres banner.
Will Synalia find the right formula after several years of dithering and uncertain cohabitation between its various banners? The leading jewelers (430 member stores with total sales of 250 million euros) has announced a restructuring of its brand portfolio.
Exit Megalithswhich joined Synalia in 2009. Exit Ozenciaits mid- to high-end downtown concept launched in 2012, which was to gradually replace La Guilde des Orfèvreswhich had been losing ground for several years. Las. Ozencia and Mégalithes have finally come together under the banner... Guilde des Orfèvresthe "new" name for La Guilde des Orfèvres.
As a result of this reorganization, Synalia now brings together - in addition to its jewelers without a brand name but affiliated to the cooperative's central purchasing group - three national chains: Julien d'Orcel, Heure & Montres and Guilde des Orfèvrespositioned at the top end of the market. To accompany this new departure, the latter has been given a new visual identity and the base line "Bijoutiers depuis 1895", which will be gradually rolled out throughout the network.
Source: Mathieu Bahuet, Franchise Magazine
