Duralex, the famous French glass brand known for its durability, is entering a phase of radical restructuring under the leadership of new owners. The Tomé company, already owner of the Tupperware brand, has taken over Duralex after a period of financial instability that included judicial reorganization and a prior takeover by employees. The new strategy, publicly presented by Cédric Meston, CEO of Tomé, and his team, focuses on a forced transition to the premium segment, moving away from the traditional model of selling affordable kitchenware in volume. [1]
According to Christophe François, head of the industrial project, the previous business model, based on selling large quantities of glasses at a loss, proved unsustainable. New directors have introduced three new product ranges, including not only glasses but also cutlery, bowls, and salad bowls, some of which will be available only in limited editions. This 'line extension' approach aims to replicate the success achieved in international markets, particularly in Japan, where Duralex is already appreciated for the quality of its luxury products. In France, where the brand has traditionally been associated with school cafeterias, the intention is to reduce reference diversity and eliminate products that no longer generate sales. [1]
In addition to commercial reorientation, Duralex is investing heavily in modernizing industrial infrastructure to reduce energy costs. The goal is full production electrification by 2029, with the installation of an electric furnace to replace the current dependence on natural gas, whose volatile prices have impacted the company's margins. New management aims to become the 'most eco-friendly glass producer in the world', considering that the material is 100% recyclable. Financially, the company, which recorded €30 million in turnover last year, targets €35 million over the next four years, with a commitment to reinvest at least €2 million annually in the plant. [1]
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