FBD group Focuses on Transparency, Value, and Expanded โOfferings for Kitchen Brands
The FBD Group, encompassing brands likeโฃ Reference Kitchens, Kitchen โPlus, โand โฃIxina, is strategically refining its approach to โkitchen sales,โค focusing on clear pricing, highlighting โคadded value, and expanding into broader interior design solutions. Sophie Chervin, Group Purchasing and Offer Development Director, โand Sylvain Mauberret, Marketing, Communicationโ and Digital Director, outlined the group’s plansโ in a recent interview.
Currently, the group is adjusting productโ rangesโค to align with brand positioning, including โขtiered offerings like access and โข middle premium for Reference Kitchens โand Kitchen Plus. promotions will increasingly feature brands that support this strategy; such as, Ixina franchisees are benefitingโ from โa storage promotion on Electroluxโ appliances to enable more competitive pricing.
Looking ahead to the end of 2025, the โFBD Group’sโ communication strategy aimsโข to encourage โconsumers to initiateโ interior design projects. Recognizing current economic anxieties that lead to consumerโค savings but projectโ delays, the group intends to demonstrate theโ profitability of kitchen renovations as anโ investment that increases property value.Asโฃ Sylvain โMauberret stated, “We want toโค give them the spark thatโ makes them say ‘now I’m going.'”
To differentiate themselves, โthe FBD group is actively identifying and โtargeting product segments overlooked โby competitors. Recent โคexamples include Cuisineโฃ Plus’sโ offer of “โฌ1 โmore for โan extractor hob” and โa focus on 70โฃ cm wide cold appliances,anticipating growth in demand โfor this โsize.
A key differentiator highlighted byโฃ Sylvain Mauberret is the group’sโค commitment to priceโค transparency. “Weโ assume our prices, and we do not give them ‘from’,” he โขexplained. Catalogsโ and advertisements will โfeature complete kitchen prices, including all necessary components, alongside messagingโค emphasizing the design and functional benefits of their products.
For the coming year, the FBD Group plans to broaden its offerings beyondโ kitchens, incorporating living spaces likeโค TVโ furniture,โ coffee tables, and dressingโ room solutions, โbuilding on theirโข existing dining area offerings.
Looking further to 2026, the group aimsโข to simplify โthe purchasingโข process by offering financing โoptions similarโข to โcar loans, presenting kitchens as a monthly expense. โ Specifically,Cuisineโข Plus intends to promote complete kitchen packages,delivered and โinstalled,forโค a fixed monthly cost of โฌ129.This strategy is drivenโ by theโ fact that 46% of kitchen buyers in France currently utilize credit financing.