The Union Commerciale pour l'Équipement Mobilier (UCEM), the only cooperative in the French furniture sector, is reinforcing its market position through strategic restructuring, business development, and digital transformation. With 155 stores under its brands—90 Monsieur Meuble, 15 Crozatier, 20 Meublena, and 30 Expert Litier—UCEM is adapting to changing consumer needs.
Monsieur Meuble remains the cooperative's "flagship" brand, covering the entire furniture and bedding market. Crozatier focuses on style and design, Meublena on local presence, and Expert Litier, launched in 2022, specialises in bedding. UCEM president Christophe Gavaudan stated that the cooperative model is committed to 'sustainably maintaining the ecosystem of our members.'
In 2024, UCEM underwent significant restructuring, renewing its management team. The appointment of Bénédicte Jeanneau as operational general manager, Simon Denecker as purchasing manager, Maxime Gellot as development lead, and Anne-Sophie Sousa as digital manager has strengthened its leadership.
For 2025, UCEM's strategy focuses on three pillars: innovation, digitalisation, and development. Monsieur Meuble is refining its product range, incorporating sustainability and evolving styles. Digitalisation efforts include transitioning to a "zero paper" system by 2026, with sales tools such as tablets for real-time product modelling. A new Monsieur Meuble website, launching in September 2025, will enhance the customer experience.
Crozatier is repositioning itself with a unique and inspiring furniture range under the "Maison Crozatier" brand, supported by a partnership with Natuzzi Éditions. Expert Litier continues its expansion, opening its 30th store and reporting 20–25% sales growth.
Monsieur Meuble is also returning to television with a national advertising campaign, integrating digital and social media marketing to reinforce its brand identity. The campaign, airing on major French networks, aims to strengthen consumer engagement and drive store traffic.
Source: www.univers-habitat.eu