In response to shifting online sales dynamics and adapting to changes in consumer purchasing power, renowned French e-tailer La Redoute is embarking on a transformative journey. Formerly a fashion-focused platform, La Redoute is strategically realigning itself by placing a strong emphasis on the flourishing home decoration segment.
Under the ownership of the Galeries Lafayette group, La Redoute aims to establish itself as a European leader in home decoration by 2027. Presently the third-largest e-tailer in France for home decoration, boasting 6.2 million monthly unique visitors, the company sets ambitious goals to expand its market share from just over 60% to a remarkable 70-75% within the next four to five years.
Elevating Home Aesthetics with La Redoute Intérieurs
«We’ve strategically chosen to prioritize home decoration, leveraging our distinctive brands, La Redoute Interiors and AMPM,» affirmed Philippe Berlan, Managing Director of La Redoute. The company’s international expansion plan is laser-focused on key markets, particularly Switzerland and Italy, where La Redoute plans to establish physical stores.
Beyond catering to the general public, La Redoute aims to capture the business clientele, extending its presence in the hospitality sector and supplying products for offices of medium and large enterprises.
Fashion Evolution: Quality Prevails Over Quantity
As part of this strategic shift, La Redoute is poised to streamline its fashion range, currently contributing just under 40% to overall sales. La Redoute Collections, the fashion arm, embraces a counter-trend approach, emphasizing timeless collections and increased product lifespan. The company intends to focus on wardrobe essentials, gradually incorporating more European-made products.
While streamlining its selection of guest labels, La Redoute remains unwavering in its commitment to a revamped fashion assortment, addressing customer concerns related to rising inflation and environmental protection. Recently, La Redoute breathed new life into La Reboucle, a platform dedicated to the resale of second-hand fashion and home decoration products.
Global Expansion and Digital Transformation
With 35% of revenue generated outside France, La Redoute’s global strategy zeroes in on growth in Italy and Switzerland, primarily propelled by its home decoration collections. The company envisions opening six physical stores in these countries by 2025.
La Redoute’s digital transformation agenda includes the development of an app-first model, slated to launch a social shopping channel in 2024, and a comprehensive upgrade of its IT tools.
As the Galeries Lafayette group, the visionary owner of La Redoute, seeks sustainable growth in an increasingly competitive environment, La Redoute stands as a testament to resilience. With 8.8 million active users worldwide and an approximate business volume of €1 billion, the company continues to navigate challenges, building on a history of successful revival and adaptation.
