Good evening: how Nicolas Morschl launched his household linen DNVB
When Nicolas Morschl founded the Bonsoirs brand in 2017, specializing in household linen, he observed that the sector had changed little over the past ten years. "It was a market governed by very traditional players, not very mature on the online, digital part, and with a large retail park", develops the latter.
The future entrepreneur, who then held the position of Global Digital Marketing Director for PhotoBox, where he had worked for more than ten years, decided to explore the sector and launch a Digital Native Vertical Brand (DNVB). It chooses to control the entire value chain: from sourcing to direct-to-consumer sales, which takes place exclusively online. On the sourcing side, the bed linen is for example made from cotton made in France with fabric from the Middle East and India and the bath linen made from GOTS certified organic cotton.
Back to the history of Bonsoirs, how the brand sources its products, between additional services and range extension: what are its ambitions for the future? Find the full interview with Nicolas Morschl, founder of Bonsoirs:
Listen to “From PhotoBox to Bonsoirs: how Nicolas Morschl launched his household linen DNVB” on Spreaker.
What trends does Bonsoirs respond to in a market dominated by large retailers?
Today, Bonsoirs also sells bed linen (sets, duvet covers, pillowcases, etc.) and bath linen (towels, bathrobes, etc.). The brand is positioned in the high-end segment and believes that its model can offer products two to three times cheaper, for example for bed linen.
What can we say about the current market? “Historically, it's a fairly stable market with little growth in recent years. It is dominated by supermarkets and strongly driven by low prices, entry-level products. The bed linen market represents more than one billion euros and that of household linen, more than 2.5 billion euros”, describes Nicolas Morschl.
Another characteristic of the sector: once the dimensions are known, the online purchase of household linen is easily done when blockages may exist faced with the impossibility of being able to try on clothes, for example. Bonsoirs can also count on several trends to further seek market share: the acceleration of e-commerce caused by the crisis of course, but also the progression of the top of the range in the face of the desire for more responsible purchases, this desire to consume "less but better".
Profitable since 2019, the company explains that it has tripled its turnover in 2020 and expects the same multiple this year to reach a turnover of between 10 and 15 million euros. Based in Paris, the Bonsoirs brand employs around fifteen people.
Innocentia AgbeTo communicate on FrenchWeb or the Journal des RH, please send us your emails at redaction@decode.mediaThe latest articles by Innocentia Agbe (see all) TagsBonsoirs Nicolas Morschl- Prev
- Next
