Maison de la Literie is developing in a contrasting market

On June 6, the brand Maison de la Literie inaugurated a 308 m² store on Avenue des Commandos d'Afrique. Managed by Jérôme Lapeyre, who already runs the Hyères store, this opening aims to reinforce the brand's leadership in the Var.

According to the company, this establishment aims to make its high-end bedding offer made in France more accessible.

Growth against the trend

The inauguration comes in a difficult economic context. While the furniture market recorded a decline of 2.7% in 2025, the bedding specialists segment shows a modest growth of 1.15%.

Within this landscape, Maison de la Literie stands out by announcing an 8% increase in its turnover. The brand attributes this performance to the modernization of its network and the attractiveness of its new store concept.

NEW CONCEPT

At the heart of the company's strategy is a point-of-sale concept redesigned to improve the customer experience. The layout is intended to be more immersive, with a scenography highlighting the comfort, materials, and innovation of the 25 bedding sets on display.

According to the brand, stores that adopt this new concept record an average 15% increase in their turnover.

The model relies on an omnichannel approach, integrating an online appointment booking mechanism to generate traffic in-store. The objective is to place the physical point of sale at the center of a seamless purchasing journey.

This opening illustrates the transformation undertaken by Maison de la Literie to offer a more modern, more immersive, and more accessible experience around sleep.

"Our desire is to offer residents local support, with personalized advice and a selection of products combining comfort, quality, and durability"

A high-end and French offer

The move upmarket relies on its own brands manufactured in France, Ducal and Onea. Ducal represents the group's artisanal expertise, with mattresses combining natural materials such as linen, hemp, and wool from France, for prices ranging from €2,000 to €5,000.

Onea is positioned in a more accessible high-end segment, with models offered between €1,000 and €2,300.

The offer is completed by recognized national brands (Tempur, Simmons) as well as a range of accessories and decoration (bed linen, bedside tables, lamps), which could represent up to 20% of additional turnover.

Maison de la Literie se développe sur un marché contrasté