Décor with French charm

The French company Sofradecor has for many years been represented in the garden décor market by the Jardifer brand, which appeared at Spoga+Gafa 2010 with a spruced-up logo. The emphasis in this range is on decorative products for patio and balcony design, a theme that proved generally popular at this year’s fair, where it was picked up by quite a number of exhibitors. Sofradecor regards itself as a specialist in decorative wire plant pot holders and complete window box sets for the balcony. The company’s most important foreign market at present is Germany, where it operates with a staff of five field workers. It intends to boost its involvement still further. “The German market is my priority,” says sales boss Christophe Chaleil. “We offer our customers up-to-date products and excellent value for money,” he added. The manufacturer is aiming for a middling position. As Chaleil describes the company’s self-imposed goal: “To move away from cheap trash on the one hand and extravagant luxury on the other to products in keeping with the times.” The company’s new introductions at Spoga+Gafa included a variety of complete sets, balcony planters in synthetic basketweave or fibre terrazzo in combination with the appropriate fixings. Other materials used in the newly launch-ed Jardifer range include plastic, rattan, wood and zinc. Hanging baskets, troughs and weather vanes also form part of the product offer. Distribution of the products is through DIY stores and specialist garden centres, and through food retailers as well. “We see ourselves as a company solving problems for garden centres,” explains Chaleil. The services on offer include merchandising, for instance. A variety of display solutions are available to customers, from pallet positioning or individual wooden merchandisers to shelf presentations. Deliveries are made from the logistics centre to destinations throughout Europe within two to four days. Sofradecor’s headquarters are located in the French city of Nemours. Production takes place exclusively in Europe, “in order to maintain our high standard of quality,” in the words of sales and marketing boss Chaleil. Download: