2023-05-22 03:30:00
Already in 2021 when it acquired the German Rademacher, Delta Dore made no secret of its objective: to become one of the leaders in housing and the connected home in Europe by 2025. To establish this strategy, now pushed to 2028, the Bonnemain group (Ille-et-Vilaine), had sold in October 2021 its branch dedicated to the energy management of tertiary and industrial buildings to the Franco-Luxembourg group Eren.
It continues in this direction with the launch announced this Monday, May 22, of Home Pilot, a brand exclusively intended for the general public. Because until now, its Delta Dore range was only intended to be installed by professionals. With Home Pilot, Delta Dore is tackling a new distribution channel: e-commerce, drawing on Rademacher’s expertise in this area.
The products will be marketed in France, Germany, Spain, Italyand in the Netherlands. “Secondly, in 2024, we will also offer it in specialized supermarkets and DIY superstores, but we will be very selective”notes Pascal Portelli, Chairman of the Management Board of Delta Dore.
DIY consumers
“This promising new area of development allows us to position ourselves in a new market segment. Whatever the distribution channel, our promise remains unchanged: to contribute to the energy transition while improving the comfort of life.” Narrower than the classic Delta Dore range, the HomePilot offer includes around sixty references around sun protection, heating and lighting management and opening detection.
Thinking “plug-and-play”, this brand targets DIY consumers. “This is a segment that has existed for a few years in the connected home, and has been strengthened since the Covid. We had to meet this demand with a quality offer equivalent to the Delta Dore range”explains Pascal Portelli, who on a medium/high-end positioning is now competing with American or Asian brands.
The two HomePilot and Delta Dore ranges are interoperable, with the group indicating that it is also strengthening its strategy with its professional installer partners, in particular via a new commercial policy.
Several million investments
According to Pascal Portelli, “several million” have been invested in the launch of HomePilot, particularly in R&D and marketing. HomePilot products are manufactured in Germany, where Rademacher had an industrial tool. Eventually, some products may be manufactured in France, Delta Dore having its two factories in Bonnemain and Tinténiac in Ille-et-Vilaine.
For Pascal Portelli, HomePilot might eventually represent a significant part of the group’s activity, “beyond 10%”, without however exceeding the activity generated by the professional range which remains Delta Dore’s core business. In 2022, Delta Dore (820 employees) achieved a turnover of 180 million euros, once morest 161 million euros in the previous financial year. Each year, 9% of turnover is invested in R&D.
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