He has just celebrated his five years of seniority at Duralex in the Loiret. Regular Bruno, oven driver, proudly sports his blue outfit on which the company’s logo is affixed, flanked by a made in France, since 1945. “After the emotional roller coaster that we have experienced, we are today much more serene. Before the Scop, our buyers were more or less reliable… ”
“We start from scratch but we are on the right track. Today, we have quantified reports. We know where the money is going. While before we were cheerfully lied! »Adds the 59 -year -old employee who is one of the 148 members of the SCOP in exchange for an investment of 500 euros.
A return to the financial equilibrium targeted for 2027
“We knew that the Scop was going to work, it is a year of insured, but we all want Duralex to be there in 100 years,” said the director general, François Marciano, who has multiplied the interviews from his vacation place.
The Center-Val de Loire region has promised its support in the form of a bank guarantee. The Metropolis of Orleans has formalized the acquisition of the Verrerie site, at La Chapelle-Saint-Mesmin, for 5.6 million euros and will continue its support, in particular on energy, sanitation and environmental regularization.
Duralex managed to straighten the bar in twelve months. Its turnover will reach 31 million euros in 2025, after falling at 24.6 million euros in 2023. In 2027, the objective is to reach 35 million euros. Which would mean a return to financial balance.
“We want to relaunch the business through trade, sell more and better!” »Explains Vincent Vallin Director Strategy Development of the company. The initial investment was made on the recruitment of commercial and marketing teams. Twelve people in total.
“We are rationalizing our ranges”
“There is incredible potential in different markets. The sales team returns to a link with distributors and the marketing team’s mission is to reposition the brand and work on a very suitable offer, ”he specifies.
“We are rationalizing our ranges because all our references do not meet expectations. We have to create products, but also evolve around the tables of the table and the art of living, ”he announces.
This transformation involves the development of digital and online sales. The offers are tested live thanks to the factory store in downtown Orleans, which has achieved 1 million euros in turnover since December but also in ephemeral stores, like the one installed in the heart of Paris.
“Duralex is celebrating its 80th anniversary this year, this is an opportunity to rejuvenate! Smiles Vincent Vallin.