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Strategy
Standing out in a highly competitive market like France is no easy task. It demands strategic vision, operational agility, and a deep understanding of the local environment. At Bergner, we’re achieving this thanks to the coordinated efforts of a Sales team led by Julián Íñigo and composed of Embarek Zaouali, Esther Huerta, and Yaiza Quintana. Today, we want to put a face and voice to the talent that is making our growth in France possible.
Julián Íñigo (KAM)
How has Bergner's presence in France evolved in recent years in terms of clients and revenue?
The evolution has been positive, especially considering the complexity of the French market, which includes strong local competitors such as Tefal and Sitram. Our presence has grown thanks to the acquisition of new clients like Mosquetaires and Auchan, as well as the strategic operation with Lidl through the MasterPRO brand, in collaboration with Thierry Marx and managed from Germany, which has provided us with significant visibility.
Additionally, we have started working with purchasing centers of E.Leclerc and have closed important regional deals, such as with Scachap, generating a turnover of 1 million euros.
What are the main commercial challenges you face in the French market, and how does your team address them?
The main challenges in the French market include strong competition, demanding regulations, and the high expectations of local consumers. To tackle these, we focus on strengthening our brand, building trust through excellent service, expanding our offer with a multi-category rollout strategy, and replicating successful actions from other markets, such as Carrefour in Spain or Lidl.
Esther Huerta (Sales Administration)
What is the day-to-day like for administrative work on the French accounts? What volume of operations do you handle?
France is a commercial area with great potential for us. We’re entering the market again, as is the case with Scachap—one of Leclerc’s purchasing centers—where we’ve resumed business after 7 years thanks to Julián’s work and our new colleague Embarek. This involves our support at the administrative level for managing new accounts and processing new orders.
As for established clients like Brico Dépôt or Galec (which this year changed its supply model from FOB to DDP), and Carrefour France and Belgium, we are trying to develop the same business model as in Spain while adapting to the specificities of each market.
Are there any specific requirements from French clients that have shaped the way you work?
France always requires all documentation in their native language—nothing can be in English—so absolutely everything must be translated, including general company presentations, product descriptions, etc.
They also have many specific templates and platforms like Salsify that require a lot of data entry. It’s a very demanding market due to strong competition from brands like Tefal and Sitram.
Yaiza Quintana (Sales Administration)
What brands and product categories are we currently selling in France? Which ones stand out in terms of demand?
In the area I’m currently working on—Carrefour France and Belgium—I’d say the most prominent brands in the Francophone market are Bergner, San Ignacio, and MasterPRO. The key products are cookware (pans, pots, woks...) and kitchen accessories (like silicone gloves or air fryer molds). Alongside my KAM, Julián Íñigo, we’re also trying to introduce electronic items as part of multi-category collections.
Recently, we’ve seen that initial forecasts were exceeded for paper air fryer molds, silicone gloves, and the MasterPRO glass oil spray. This clearly indicates a strong demand for these items among French consumers.
Also worth noting: we are developing new connections in the Francophone market, such as with clients on Réunion Island, including Conforama and Carrefour. These clients have shown more interest in general merchandise and textile products from brands like Benetton and Scalpers.
What have you learned professionally from working with the French market that has been especially valuable or different?
Coming from a humanities background, everything has been new and a learning experience in the two months I’ve been at the company. What has struck me most is the high demand from these clients for constant new offers. They never stop asking for new products, special-themed items, or campaign-specific launches. This makes organization crucial—not just for me, but for the entire team working on collections and tailored products to meet those needs.
On a personal note, I also feel I’m learning to value and strengthen human connections in a professional context.
Embarek Zaouali (KAM)
How many clients are we currently working with in France, and who are our main commercial partners?
We work with around ten major accounts. Our commercial partners include Leclerc in all its formats (stores, regional and national purchasing centers), Auchan, Carrefour, and Brico Dépôt.
What specific characteristics of the French market differentiate it from others in Europe, and how do they impact our sales strategy?
The French market has several distinctive features. First, its rich culinary culture greatly influences consumer decisions, with a strong emphasis on the quality/price ratio (performance) and product aesthetics. Moreover, strict regulations make innovation especially important. All of this, combined with strong brand competition and the notable presence of French brands, makes for a dynamic market.
Our commercial strategy is shaped primarily by one factor: the significance and dominance of French brands in the marketplace.
