The store’s new interior design (Credit: Toute-la-franchise)
The new store in Rodez has been redesigned based on the franchise’s new colour scheme.
Toute-la-Franchise and Franchise Magazine (French) reported on the store at 46 Boulevard Paul Ramadier in Rodez, Aveyron, which “has the distinction” of being the first store in France to be redesigned in the company’s new colour scheme. The Recycler previously reported on the refurbished design for Cartridge World stores in France, with the redesign coming “after months of thinking and working” to create a “new visual identity”.
The chain was said to want to “reinforce [the] image of ‘expert printing’ and its global leadership position” through “adopting colours in line with its premium positioning” in terms of services and products. The new grey exteriors and purple, blue and grey interiors are said to be “more modern and dynamic”, as well as being “perfectly in line” with the franchise’s new business model, which is focused on business-to-business.
Emmanuel Juffroy, Director of Cartridge World France, added further detail about the rebrand recently, commenting: “This evolution of our visual identity is a major milestone in the life of our brand which helps to develop our sales. It is in synergy with the new measures put in place for our professional and individual customers.”
He stated that the company has decided to change its visual identity “because we’ve been in France for 10 years now and for more than 25 years in Australia, so the brand needed to be renovated, to be updated. Colours were an important factor as “we wanted to renovate our visual harmony with our business model, that’s the quality products, so we went with more modern colours such as grey and pink. We gave up on yellow as it had too much of a “discount” connotation”.
He was also asked about how the franchise’s facelift would be funded, answering that that website is “going to provide all of the possible digital and marketing tools […] without any cost, because it’s done ahead at the headquarters”. Meanwhile, the national communication budget for the brand would contribute 50 percent of the investment, “which will effectively take charge of this change”.
The French franchise revealed in January that it had opened 11 new stores in France overall in 2014, while four existing stores also signed new agreements; with The Recycler reporting that nine stores had been opened in the first eight months of the year, including a new store in rue de Rivoli, Paris and stores in Moulins, Nevers and Rennes.