The French coating manufacturer Toupret ended 2020 well thanks to winning strategic choices

The French Group thus exceeds its forecasts and recorded growth of more than 5,6% in a difficult economic context where the orientations of the strategic plan initiated 3 years ago have enabled it to perform well.

Despite the situation made complicated by the health crisis, the manufacturer benefited from the effects of its transformation plan initiated in 2016. Indeed, 2020 marked a key stage of the strategic plan with the deployment of the new brand platform, the commissioning of the third production site in France as well as the finalization of the organization of the new logistics hub created at the end of 2019. This has enabled the leading brand in the wall preparation coatings market to respond favorably to unprecedented demand and to support its clients in the success of their projects.

Commenting on this announcement, Gary HAWORTH, CEO of the TOUPRET Group, declares : “Our strategic orientations have proven to be relevant. They allowed us to demonstrate great agility, to adapt very quickly to the circumstances and to the rebound in orders on the DIY market as soon as the first confinement ended. "

The success of the range redesign

Within the framework of the new strategy, the overhaul of the ranges held a prominent place. Visible in stores since the end of 2019, this offer made it possible to better present the product benefits adapted to each customer profile. By facilitating consumers' choice through educational packaging, the brand has boosted the coatings department and promoted sales.

“If DIY and gardening were key activities during the confinement periods, they attracted new DIY enthusiasts to the points of sale. It is in this particular context that we were able to validate the accuracy of our new range. This year's performance confirms that consumers have been guided in their choices and have found the product that meets their needs ”, adds Gary HAWORTH.

Production capacities quickly mobilized

At the same time, to meet demand, TOUPRET was quickly able to mobilize its means of production to better adapt to the increase in demand. In fact, the Group increased its production volume by almost 4% thanks to its 3rd plant in France at Tigery, reaching more than 50 tonnes. This new plant, which was commissioned in full containment, has been operational since last June.

The adaptability of the TOUPRET logistics hub

The new logistics organization also contributed to the success of the Group, despite the very specific conditions this year. In fact, to respond to the increased activity of distribution, TOUPRET regrouped in Tigery at the end of 2019 its various logistics units into a hub equipped with the latest technologies. This new system has thus enabled the company to be very responsive to better support the commercial changes in the sector and to serve all of its customers as well as possible.

“In this complicated context, we were able to count on the organization and support of the teams. They showed great agility from the start of the crisis to respond to the situation and to the strong demand. ", completes Gary HAWORTH.

Customer proximity

The strength of the Group has always been its proximity to customers. Throughout this period, the desire has been to maintain a strong link with distributors and applicators. Throughout the year, thanks to a technical hotline, a strengthened presence on social networks, enhanced digital content and new e-learning modules, for example, the Group was able to respond to new site issues.

“In 2020, we were comforted in the fact that our plan allowed us to adapt. Everything we have implemented has allowed us to stay true to our DNA: customer service. It is for this reason that we have made the choice to pursue our transformation plan and to maintain our projects concerning our means of production, the brand platform and digital ”, concludes Gary HAWORTH.

2020 results:

• 62 million € turnover (+ 5,6%)
• 50.000 tonnes manufactured and shipped (+ 3,8%)
• 390.000 order lines (+ 14,8%)