Duralex, the iconic French glassware manufacturer, has successfully navigated its near-collapse a year ago, transforming into a cooperative and now operating at full capacity.
Twelve months after narrowly avoiding closure due to a lack of buyers, Duralex, based in the Loiret region of France, is experiencing a significant turnaround. The company’s survival was secured thru the mobilization of its employees and the validation of a cooperative business model by the court.This shift has propelled the enterprise to operate at its maximum output, with projections indicating that its revenue will surpass €32 million.
This resurgence is attributed to a meticulously crafted revival strategy centered on commerce and marketing. Vincent Vallin, the delegate for development strategy at Duralex, highlighted the company’s efforts in repositioning the brand and tailoring its product offerings to better meet customer demands and distribution channels. He noted that the marketing team has been instrumental in this repositioning.
Despite the positive financial results, Duralex faces the challenge of securing several million euros to comply with energy regulations and modernize its manufacturing machinery. However, the company benefits from strong support from its French customer base. Vallin described an initial surge in online orders following the company’s revival as a “patriotic” effect, indicating a growing consumer awareness and preference for domestically produced goods.
Looking ahead, Duralex aims to expand its reach into the Asian market, building on the renewed appreciation for its products within France.
