Maisons du Monde pushes the walls in Florida

Less than a year after its establishment in the United States in the heart of the Wynwood district in Miami, the French specialist in interior design Maisons du Monde, which recorded a turnover of $ 1.23 billion in 2018, continued its expansion in Florida. The brand's second store officially opened on Friday, November 15 in the Aventura Mall, north of Miami.

The deployment of the brand on American soil is mainly based on the acquisition in 2018 of a 70% stake in Modani, a furniture chain created in Miami in 2007 by three French and present throughout the United States. " We have considerably saved time, in particular by benefiting from their commercial synergies and real expertise in the American market., says Anne-Sophie Blanck, head of development for the Maisons du Monde brand in the United States. The seduction operation seems successful with our American customers who welcome our entire range ".

This transaction thus enabled Maisons du Monde to enter a new market without taking any financial risk while limiting the costs of developing a new network since the Modani brand had a dozen stores in several major American cities. For his part, Modani, who was looking for investment funds, also made a real leap forward. With seven store openings since its successful integration into Maisons du Monde, the furniture chain has opened almost as many new stores as in its first eleven years of existence.

With the opening of this second Maisons du Monde store of almost 400 square meters, the brand is also diversifying its distribution channels. " In Wynwood, we are in a tourist area located in the city center while in Aventura we are on the outskirts in one of the largest shopping centers in the United States, which allows us to reach a different clientele. “, Specifies Anne-Sophie Blanck. The brand also intends to develop its activities in the United States by also focusing on online sales. " Our website provides a complementary customer experience to that of our two stores with which we have local exposure ".

The Maisons du Monde brand, which employs around twenty employees in its two Florida stores, remains discreet about its future development plans in the United States. " This will be done gradually and in a targeted manner, says Anne-Sophie Blanck. We are continuing to implement our commercial initiatives in order to prepare for the launch of the 2020-2024 plan ". A strategic plan that includes the opening of at least five stores in the United States. The furniture and decoration brand also intends to double its sales to reach two billion dollars in turnover by 2024.