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The Guy Degrenne Group - Tableware Franchise

Retail franchise that creates, develops, manufactures and markets tableware products.

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The Guy Degrenne Franchise group as a tableware franchise  creates, develops, manufactures and markets art of entertaining products around the world (table crockery, cutlery, glassware, accessories, culinary, table linen and kitchen linen). In 2007 Guy Degrenne products were sold in 75 countries.

Company Profile

It was in 1948, on Norman land that Guy Degrenne’s incredible story began. The man is a descendant of the “Grillous”, this brotherhood of blacksmiths-tinsmiths who roamed the countryside casting spoons and forks in tin. He decided to take over his father’s smithy and set himself the challenge of democratising cutlery in stainless steel.

One single ambition drove him on: becoming the Art of Entertaining market leader. Despite outstanding dynamism the task wasn’t an easy one because of the lack of production tools. The means were modest: seven workers and an old windmill equipped with a paddle wheel. This is when Guy Degrenne’s genius went into action: he salvaged stainless steel from the reinforcements of tanks abandoned during the battle of Normandy. The industrial adventure started.

The use of stainless steel was an overwhelming success among consumers very early on, conveying an image of solidity and modernism. Indeed, this material was a lot more solid and easier to look after than silver, white metal or wood that had been used up until then.

At the end of the 60’s, Guy Degrenne’s activity was prospering and it now had to meet the growing needs of communities and public markets. The company thus entered the industrialisation era.

To satisfy the ever-increasing orders, the company expanded to house the 600 employees that now represented the company.

Guy Degrenne acquired 6 hectares of land in Vire (Calvados, France) to build  a new 40,000m²production site.
The 70’s gave the brand a new boost and so the period of product diversification began.

Now, research, methods, design, communication and marketing departments rubbed shoulders with production lines. The company expanded and openedup to the international market.

In1978 the brand won acclaim and strong recognition from the public. Its famous advertisement of the “Headmaster”presents a nice young dunce, mad about drawing and deaf to his headmaster’s orders, doodling cutlery and dishes in class.

This advert greatly helped to anchor the personality of the little Guy Degrenne in the collective memory, thus giving it a strong liking capital.

In 1987 Mr Guy Degrenne sold his company to the “Table de France” holding.

This date also marked the acquisition of a new Limoges porcelain factory in view of expanding the company’s activities more widely within the Art of Entertaining.

In 1997 the group was listed on the Paris Stock Exchange’s Unlisted Securities Market.

In 2004, the company was given new vigour with Mr Patrick Roure appointed to the position of President of the Board of Directors. The overhaul of the Guy Degrenne brand’s offer and image was launched in view of modernising the company.
2005 marked the opening of a flagship store in Village Royal, a Parisian carréd’or (meeting point of major corporate names) in the art of entertaining. This boutique symbolises the brand’s new values: sharing, conviviality, simplicity.

In September 2007 Guy Degrenne opened his very first franchised boutique in Angoulême (France). Two more followed in November in Chambery and in Guadeloupe. The brand signed the first of its Master Franchise in Dubai at the same time.

Products and Markets

The group 4 factories throughout the world as well as 6 subsidiaries abroad.It intervenes on the whole of the distribution networks both in France and in the world as well. Furthermore the Guy Degrenne group has developed a subcontracting activity on behalf of third parties (whether art of entertaining players or manufacturers from other sectors) thus enhancing its industrial know-how both in stainless steel as well as ceramics.

Training and Support

Basic training program Previous & compulsory training program financed with the up-front payment. Training dedicated to the transfer of Guy Degrenne know-how :

  • Guy Degrenne brand & products
  • Merchandising & shop concept
  • Commercial Action Plan / Customer loyalty program
  • Columbus software
  • The Master Franchisee shall train the Franchiseesand assistthem in the opening of their shopMaster

Franchisee Candidate Profile

The Candidate must be a business developer, a brand manager, a logistics handler, and a distributor


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