After a year marked by Confortluxe's 60th anniversary in 2024, Confortluxe, which is undergoing a strategic merger, is moving upmarket with its two brands Confortluxe and Lievens. Filip Van de Vyvere, commercial director, talks about this transformation and the Group's prospects for 2025.
2024 was a special year for Confortluxe. How would you sum it up?
Fvdv : '2024 was a pivotal year in many ways. In May, we celebrated the Group's 60th anniversary during our VIP Days in Ostend, Belgium. This event allowed us to connect with new customers who had previously perceived us as too low-profile. It was also the first full year of operation for our unified sales team, following the reorganization that began in 2023. This strategy has proven highly successful, creating strong synergy between our brands, with long-standing customers naturally transitioning to another within the group. Additionally, we expanded our distribution network, opening around 50 new outlets, bringing the total to 1,350 in France and 200 in Belgium.'
How did you get through what has been described as a complex period?
Fvdv.: 'The market was indeed challenging, with a generally negative sentiment among our customers. However, there were notable differences, outlets that managed to innovate and maintain a strong sales dynamic continued to perform well. Thanks to solid sales volumes, we achieved growth in 2024. Furthermore, our successful presence at the Esprit Meuble 2023 fair enabled us to introduce several new ranges in our stores, which were very well received.'
How would you describe the current Confortluxe Group?
Fvdv: 'We have recently undergone a major transformation with the merger of Confortluxe and Europe, which took effect on January 1, 2025. This restructuring allows us to operate under two distinct yet complementary brands: Confortluxe and Lievens. While maintaining part of the Asian production of recliners (formerly Europe), Confortluxe focuses on seating solutions, including sofas, armchairs, and footstools, while Lievens specializes in tables and chairs. Together, these brands enable us to cover the entire furniture market, from sofas and tables to chairs and bedding, catering to all the needs of furniture retailers.'
What are your prospects for 2025?
Fvdv: 'The merger between Confortluxe and Europe marks a significant turning point. Europe's products are now integrated into Confortluxe's Easy Confort and Euro Confort ranges. This streamlining offers numerous benefits, including a single website, an intranet consolidating all ranges, and centralized invoicing.
Innovation remains a priority, with the launch of approximately 30 new sofa models at Confortluxe and a large collection of ceramic and wooden tables at Lievens. These new products will be unveiled at our VIP Days at the end of March—a major event bringing together around 250 customers and buying groups at a 1,300 m² exhibition site near Bruges.'
Do you see a positive future for the Group?
Fvdv: 'I am firmly optimistic about the future. We are experiencing positive momentum, with customers embracing our vision and our products proving very successful in stores. For 2025, our strategy focuses on a gradual shift to a higher market segment, particularly in our chairs and tables range, where we aim for a more premium positioning while maintaining accessible prices. For sofas, we will continue to follow current trends, with their organic, rounded shapes. This evolution reflects our desire to stand out while remaining true to our core principles.'
Interview by Camille Borderie - magazine Habitat.
More information:
Confortluxe
Menensesteenweg 40
BE-8940 Wervik
T +32 56 300 600
[email protected]
www.confortluxe.com
Belgium