For many companies, the pandemic represents a real threat to their growth and even their survival. Jaymar didn’t. Despite the crisis, the upholstered furniture maker continued to forge ahead.
“Our sales haven’t really gone down. During the lockdown period, consumers invested in purchasing furniture. Comfort at home has become a priority given the time they spend there ”, explains Mikaël Picard, Vice-President, Sales and Marketing.
The Terrebonne company was thus able to continue its momentum. In the past year, it has recorded an increase in sales of almost 70% in the Canadian market and in the United States.
Made in Quebec
Local purchasing initiatives have also made a difference for Jaymar, whose production is made entirely in Quebec.
This is one of its distinctive elements, with the personalization of its products. Whether it is the choice of cover, the padding options, the length of the seat, the buyer can configure his furniture according to his tastes and needs. An asset to counter Asian competition.
“Despite our standardized manufacturing process, many finishing tasks are still done by hand for higher quality. This is another of our trademarks that sets us apart from our competitors, ”explains Mr. Picard.
In the coming months, Jaymar, who will celebrate his 65th anniversary next year, will add new furniture to its catalog. At the start of the pandemic, instead of slowing down, the manufacturer instead decided to accelerate product development to renew its offer.
“We hired around ten people to build a second R&D team. Each was working on different types of products that will come to market in the fall and 2021.
“We have also invested in the development of our website to improve the online shopping experience. Buyers will be able to use a 3D configurator that will allow them to see the furniture in all its facets, ”he adds.
Jaymar has made other significant investments in recent months to consolidate its position in the market. It has just doubled the size of its showroom, which now has 16,000 square feet.
Unlike other manufacturers, this space is not reserved for store buyers and distributors, it is also open to the general public who can come and see the new collections, home theater furniture or the reconstruction of a room. of the house for inspiration.
A presence in the United States
This formula allows Jaymar to get closer to his customers, who still have to go to a store to complete their purchase.
The company has more than 250 points of sale in North America.
In recent years, the manufacturer has seen strong sales growth in the United States, a market that currently accounts for 20% of its turnover.
“The pandemic slowed down activity somewhat, American retailers having remained closed longer than here”, specifies Mikaël Picard.
That hasn’t stopped Jaymar from hiring a new representative for the brand in California.
“Unlike our competitors who use manufacturing agents to develop the market, we prioritize having our own employees. We choose the brands with which we want to do business. Currently, we have mainly developed the east coast and the west coast, but we are aiming for a presence in all the states. “
Quebec furniture enjoys a good reputation with American consumers, according to Mr. Picard.
“It is recognized for its quality and design. In addition, our prices are competitive with Chinese export and our delivery times are faster. “
Despite the market disruptions caused by COVID-19, Mikael Picard remains confident that Jaymar will be able to do well.
- Foundation year: 1956
- Activity: design and manufacture of upholstered furniture
- Number of employees : over 145
- Shareholder: Daniel Walker (100 %)