The Duval Group has just announced in a press release a strategic partnership in Africa aimed at developing a master franchise for La Foir'Fouille, a brand specializing in discount home furnishings, created in 1975 and developed as a franchise since 1984.
This ambitious partnership aims to offer products at the best value for money and contribute to improving the purchasing power of local populations.
The Duval Group is committed to providing access to a more diverse range of consumer products that are in high demand but currently difficult to find on the African market. This initiative will help improve the purchasing power of the population thanks to La Foir'Fouille's low-price policy. The first phase of this development project will initially target four countries, then expand to nine countries. Ultimately, the project will cover 20 countries with the opening of 20 to 30 stores. The first La Foir'Fouille store will open in Douala, Cameroon, in the first half of 2025.
With more than 250 stores throughout mainland France, Corsica, the French West Indies, Réunion, New Caledonia, Belgium, and Luxembourg, La Foir’Fouille, a discount home furnishings retailer, will establish itself on the African continent for the first time.
Louis-Victor Duval, CEO of the Duval Group, said: "This strategic partnership marks an important step in our commitment to offering a diverse range of products and contributing to local economic development. It fits perfectly with our positioning as a responsible player with a long-term commitment to Africa. We are thus pursuing our ambition in the retail sector."
Geoffrey Lavielle, CEO of La Foir'Fouille, said: "La Foir'Fouille is based on a unique model, combining low prices, exclusive brands, and direct sourcing from our manufacturers, which allows us to offer a diverse range of products at low prices. We are delighted to be developing our first master franchise. With Groupe Duval, we can count on a strong partner to develop our presence in Africa, where there is strong demand for our offering. We remain open to any relevant opportunities to continue expanding our network into other territories."