starts in the creation of contemporary furniture

After the mattress spring, his specialty since 1935, Treca tackles the furniture market. The mark of bedding high range of the Group Cauval (Dunlopillo, Simmons, world Kit...) starts in the creation of contemporary furniture. The company will present to back a line of 50 pieces, tables, chairs, libraries, etc., intended for the whole House. Named "treca interiors", this high range in a classical style collection will complement the supply of Steiner, the other brand of furniture of the group, this resolutely design. The sale price will go from 3,000 to 7,000 euros for a sofa, 2,000 to 10,000 euros for a table.

"Treca Interiors will be an alternative to brands such as Cassina or Armani Casa." "We have in this area of expertise that the fashion brands that make furniture do not have," said Gilles Silberman, Director General of the group. Part of sofas will be manufactured in the factory of Steiner to Severac le Château in Aveyron. But the majority will be given to SMEs in Italy and the Portugal, because of the disappearance of these France expertise, according to the group.

This diversification is a true bet for Treca, who will benefit from the opening of stores in own and franchise for sale of the furniture. A first Treca Interiors store is programmed in Paris before the end of the year. In total, 20 points of sale could open term in France and projects are to study abroad, including in Germany 2011.

Find growth relays

With this new strategy, the Group has big ambitions: "We build on a doubling of the Treca turnover in three years", says the leader. Sales settled year last 52 million euros, or about 10 of the total of Cauval activity: turnover of the Group decreased last year by 12 to 537 million euros to operating income of 2 million and a net loss of 25 million, related to the establishment of a social of 400 jobs on 5.700 plan.

"It is not for us to revitalize the Treca mark, which continued activity progress note Gilles Silberman, but find growth relays, including abroad, to offset a market declining." The group, which is 33 of its turnover outside France, will offer these furniture including in China and the Middle East where its Treca brand is already known for bedding.

This initiative comes after the launch in may by mattresses Dunlopillo of a line of design sofas at small prices to compete with Ikea. Sign of the change of model in which the group is committed. If, in the first half, the French leader of furniture has limited the damage, with a decline in sales between 1 and 2, "I am worried about the end of the year, with the austerity measures launched in Europe, which may stop consumption", feared Gilles Silberman.

To support this strategy and to defend the high positioning of Treca range, the Group began to withdraw since the beginning of the year his mattress in purpose and Conforama. "We thus return to the fundamentals of the mark which are those of specific expertise, high quality with an Assembly of hand sewn material." "However these networks do not match this image", repeats the pattern. This disengagement is not trivial. These two signs represent more than 30 of the sales of Treca in France.