French e-tail group La Redoute enters Netherlands, set to extend range in Germany

By

Marion Deslandes

Translated by
Nicola Mira

Published
Nov 25, 2019

La Redoute, a signature online name in France’s apparel and home decoration consumer markets, has extended its international scope by strengthening operations in the Netherlands and Germany.  Export sales currently account for 30% of La Redoute’s annual revenue, whose value hasn’t been disclosed in the last two years, after La Redoute was bought by the Galeries Lafayette group. La Redoute has set itself the goal of reaching €1 billion in sales by 2021, and is relying on international markets to achieve this objective.

The former mail-order group is now present in 20 countries, with six subsidiaries, in the UK, Russia, Switzerland, Belgium, Portugal and Spain, and has recently launched its website for the Dutch market. La Redoute already has a customer base in Holland, through consumers who place their orders via the group’s Belgian site.

To better address their requirements, it has now struck a local partnership deal for home deliveries in the Netherlands with Spring Global Delivery Solutions, the international division of the Dutch national postal service, PostNL. “Our main challenge is to offer a service that makes it possible to deliver almost the entirety of our product range, notably including furniture and home decoration, throughout the Netherlands, with a high level of quality and trust,” said Anthony Lecouf, CEO of La Redoute Benelux.

Also, La Redoute is set to boost its presence in Germany, where its products are accessible via its international e-tail site. From Q1 2020, it will distribute in the country the interior decoration products weighing up to 30 kg by its brands La Redoute Intérieurs and AMPM, as a prelude to an extension of the service in Germany. Jacopo De Martini, international development director of La Redoute said that “the team based in Roubaix [France] is working on an ambitious action plan designed to accelerate our deployment on this demanding market, with a strong commercial proposition based on home delivery.”

Holland and Germany aren’t the only countries in which La Redoute is making inroads. In the last few years, the group has inked partnership deals in Africa and Japan. Besides, its marketplace business, with third-party brands directly in charge of inventory and delivery, is expected to go international by 2021.