Commercial Development and Public Affairs
What is your development strategy?
The Manufactures Février (LMF) Group is split up into two parts: on the one hand, energy savings certificate activities, which are very France-focused as it is a regulated activity, and on the other, the industrial sectors, which include several activities: textile flooring, wooden furniture, lighting, robotics.
We aim to develop the group internationally, namely by distributing all of the products manufactured throughout the world.
4 years ago, our president Christophe Février acquired the TecSOM flooring factory: this was the first step in our international deployment. This first acquisition made it possible for us to rapidly build an international distribution network which now, in 2018, has reached over 63 distributing countries.
Why carpet? For a simple reason: it is a catalogue product with an accessible price. Sales are completed rapidly. It was easier for us to start with a simple first product in order to develop commercial relationships with partners so that we could then, once this trust had been established, offer them more extensive projects such as the creation of custom wood furniture, intelligent light fixtures or special robotic machines. Today, our former carpet distributors are all moving into the distribution of furniture and light fixtures.
It is important to us to develop each industry independently, and the group must serve as a way to federate them so that Manufactures Février may become the number one interior renovation reference for all of our partners.
How do you set yourselves apart from competitors ?
Each industrial entity faces heavy competition from other industries in the same sector. On the other hand, the group's positioning, "LMF - Renovate your interiors", is unique, as we are the only manufacturer with high production throughput for BtoB and who provides custom production for both BtoB and BtoC. We are therefore the ideal single interlocutor !
Furthermore, we conduct all of our business in two parallel ways :
- Industrially: We have a very efficient logistics department and a high production capacity that enable us to meet quantitative requirements and maintain large stocks of our catalogue products so we can quickly meet demand and ensure daily delivery in multiple countries.
- Artisanally: We primarily set ourselves apart through our expertise and our high quality standards, both in terms of the materials used and in terms of product design. None of the machines in our industrial parks, for all activities, run without an employee present, and no products are sold without being first subjected to two visual inspections.
We have no "entry level" products resembling those of our competitors. This is a choice we have made. We could produce lines at more accessible prices, but this race to the lowest price, which would lead to lower-quality products, does not interest us.
All of our factories are located in France and 100% of our industrial production is French. We are committed to respecting and promoting our expertise and the quality of our products internationally.
At LMF, high standards and an appreciation for work well done are not just empty words.
We also try to be as flexible as possible and meet current expectations and trends in the made-to-measure market. To achieve this, we have created LMF Design, an entity dedicated to the creation of custom products and to collaborations with schools and agencies of designers and architects.
Are you promoted by French Fab ?
Our approach is given a certain credibility by an institution's or national foundation's stamp. From an international point of view, some countries support these programs more than others. As far as communication is concerned, French Fab demonstrates that we are part of a virtuous system model. But from a more systematic standpoint, we take part in all environmental and CSR certifications.