Strategy 2023

The year was marked by high points for our emblematic and historic brands, Schmidt and Cuisinella, and the more recent ID PRO. Major investments were made in terms of team commitment, marketing levers and the development of new channels: a solid strategy adapted to a historically tense and highly competitive context. Here's a look back at some of the key initiatives we've undertaken to increase brand awareness and strengthen our customers' purchasing power.

Ambition 2024

Anticipating the home of the future: that's the big challenge facing our teams in the coming years. Design, modularity and eco-design are the keys to getting as close as possible to the concerns of consumers, who expect brands to be more and more involved. It's up to us to rise to the challenge and create unique, personalised and responsible living spaces.

Who better than a professional to harmonise a professional's space?

With over 30 years’ expertise in home design for private customers, Schmidt Groupe, France’s leading manufacturer and distributor of made-to-measure furniture, is now extending its know-how to professionals by creating a brand entirely dedicated to them: ID PRO.

Guided by the ambition to establish this brand as the new design benchmark for professionals, ID PRO is doing everything in its power to create made-to-measure, sustainable and responsible spaces that enable professionals to stand out with panache and to evolve within inspiring, functional environments that reflect their image. The company’s target markets include interior design, retail, the professions, healthcare, the hotel industry and even property development.

ID PRO’s strong value proposition is based on the excellence of France’s leading manufacturer: made-to-measure industrial solutions, a nationwide network in a highly fragmented market, a range of products dedicated to professionals, and controlled prices and lead times. All these factors should enable ID PRO to become a major B2B player.

B-to-B, a new business lever Convinced that this is a major area of development and a major growth driver, Schmidt Groupe is relying on its new dedicated brand, but not exclusively. Two complementary pillars enable us to address this promising market:
  • The Schmidt and Cuisinella networks for local needs in their catchment areas: an evolution in terms of sales practices that involves new rituals to accelerate the anchoring of the B-to-B subject and get the sales teams on board.
  • Referrals, via a network of business introducers: partner companies enable Schmidt Groupe to promote its brands and expertise to new customers or members. Tailor-made programmes and commercial discounts encourage sales transformation for the 7 partnerships currently in place for Schmidt or Cuisinella.


ID PRO partners in 2024


ID PRO partners by 2026


Sales for the B-to-B business as a whole by 2030