Press review and Current events
Moroccan successes Story, transposed to France.
Created in Morocco, in Casablanca, in 1964, the Richbond Company, manufacturer of pieces of furniture, gradually extended its line of goods. Within the framework of its expansion, it decides, as of the end of the Sixties, to manufacture all that enters the composition of its finished products, mattress and living rooms. For that, the company agrees of important investments and successively obtains departments weaving and spinning mill. Today, Richbond is at the same time spinner, weaver, manufacturer of foams for mattress, maker and carpenter. Thus, the fabrics which cover the pieces of furniture are woven in the workshops of Richbond starting from wire manufactured in-house. The company, leader in all the branches of industry which it covers, at present carries out a sales turnover of more than 240 million frank and counts more than 1.200 employees, against only 250, twenty years earlier. From now on, forty engineers supervise the production. This expansion was accompanied by an effort particular to the training level of the personnel and an ambitious program was set up in 1996, for better meeting the needs for the market. In 1995, having a presentiment of the existence of a request for its products of traditional furnishing, in particular at the French Maghreb community, Richbond decided to create in France a network of shops specialized in the Eastern living room. Mr. Karim TAZI, leader of this subsidiary company of marketing, indeed, knew to anticipate the need for return at the origins and search for authenticity not only of the traditional customers in the search of Moroccan furniture of quality, but also customers young and cosmopolitan, eager to create an original interior. Moreover, Richbond knew to develop this offer by a framework entirely dedicated to the Art of living Moroccan. The company counts today five shops in France, one in Belgium, one in Canada, one in Switzerland and one in the Netherlands. New openings are in preparation in Toulouse and Lille. Today, Richbond carries out a turn over of 2 million Euros in Europe, a share in constant progression because of the success of its pieces of furniture and accessories. A concept of original and convivial store the Richbond pieces of furniture are distributed through an exclusive network of points of sale. Anxious to take care of the least detail, Richbond wished to privilege the quality of the decoration and the reception. The salesmen know the products perfectly and ensure a convivial and cordial reception, with the Moroccan woman. A great effort was authorized to present the living rooms in their context: each store is divided into alcoves decorated with zelliges, traditional ceramics and wood carved especially imported of Morocco. Additional corners, presenting Moroccan craft industry of quality are proposed: A range of potteries, small objects of decoration as well as wrought iron learnedly worked. This mode of direct sale makes it possible, moreover, to post particularly accessible tariffs within sight of the quality of the pieces of furniture. The shops wanted by Richbond are stores of factory to the direction first of the term: are sold there only products manufactured or carefully selected by Richbond. The distribution network counts five establishments in France: in Paris, Argenteuil, Lyon, Bordeaux and Marseilles, one in Belgium in Brussels, one in Switzerland in Geneva, one in the Netherlands in Rotterdam and one in Canada in Montreal. The excellent reception reserved for these shops specialized in the Eastern living room leads Richbond today to plan new openings of stores. The Richbond shops are, indeed, the only ones with being entirely dedicated to the Art of living Moroccan. Richbond: pieces of furniture and objects of decoration of quality in the great tradition of the Art of living Moroccan. Any traveller is immediately allured by the Art of living Moroccan: a long culture of user-friendliness makes the reception exceptional.
