The garden is now viewed as a room of the house in its own right. Owners want to make it a cosy wellness area, an extension of their home.\u201d<\/p>\n\n\n\n
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<\/figure>\n\n\n\nThe 2020\/2021 performance of this SME in the Rh\u00f4ne-Alpes has been exceptional in France, but results have been even better internationally. \u201cBy creating subsidiaries, we have managed to further accelerate our growth.\u201d Last year, 35% of the company\u2019s revenue was generated abroad. This was a slight increase on the previous year, which had already been a little better than the one before.
\u201cEach year, exports are catching up a few points with our sales in France. They will soon represent 40% of our turnover, and in a few years\u2019 time, we will definitely be selling more swimming pools abroad than in France.
\u201d This is the result of a strategy launched 8 years ago, with the creation of subsidiaries in Germany, Spain, Italy, Portugal, Brazil and the United States. \u201cUp until that point, we relied on distributors but we weren\u2019t progressing fast enough. By creating subsidiaries, we were able to significantly accelerate growth,\u201d comments Nicolas Desjoyaux, Deputy Chief Executive Officer of the company.<\/p>\n\n\n\n
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Number 1 in Germany and Spain<\/strong><\/strong><\/p>\n\n\n\n This acceleration has been particularly significant in Germany<\/strong> where the SME is now number one in the country. With 50 employees and a German manager, its subsidiary operates a network of 55 independent dealers. Last year, there were only 38. The target is to establish 100 points of sale within the next three years. 2,000\u00a0pools were sold last year, twice as many as the previous year and 1,000 less than the target set for 2021\/2022. The SME has also laid claim to the leadership position in Spain<\/strong>, with operations having taken off there before those in Germany. What\u2019s more, for the next ten years, the Desjoyaux family has its sights set firmly on the United States<\/strong>. \u201cAt the moment, we only have 12 dealerships, but we are certain that the future prospects there are excellent.\u201d<\/p>\n\n\n\n <\/p>\n\n\n\n Organisation unaffected by the health crisis<\/strong><\/strong><\/p>\n\n\n\n Despite the sudden halt in travel, the SME\u2019s international organisation does not appear to have been significantly impacted. \u201cIn the six countries where our subsidiaries are based, they have continued to manage dealer recruitment locally,\u201d explains the CEO. \u201cAnd our steering meetings have been held virtually. In the countries where we have importers and distributors, we have been working with them remotely, with significant investment made in digital technology (social media, and in particular, SEO), as well as in direct marketing.\u201d <\/p>\n\n\n\n Industrial investment<\/strong><\/strong><\/p>\n\n\n\n To keep up with the pace of growth, Desjoyaux has just approved an investment of \u20ac25\u00a0million for its factory in the Saint-Etienne region, where all of its equipment is manufactured for the entire world.
\u201cWe have now reached critical mass, enabling us to establish real brand awareness. We have become a well-known brand in Germany and this makes further development a lot easier. I have to admit that we are very proud that a French company is number one in Germany,\u201d says Jean-Louis Desjoyaux.<\/p>\n\n\n\n
A winning strategy since Desjoyaux has recently signed its first contracts with importers in Mauritius<\/strong>, Armenia<\/strong> and Australia<\/strong>. It is currently finalising its first contract in Libya.<\/p>\n\n\n\n
The headquarters of swimming pool manufacturer Desjoyaux (DR) \u201cWe currently have a production capacity of 13,000 pools per year. With this investment, this can easily be increased to 20,000,\u201d notes the CEO, who is committed to an approach of designing pools that are ever better equipped.
On the agenda: a 10,000 m\u00b2 expansion, a new R&D building and new production machines (in particular, moulding machines). Work has already begun and should be completed within two years. About twenty additional staff should be recruited over the same period.<\/p>\n\n\n\n