Business of Home Podcast: How Roche Bobois Blends Furniture, Fashion, and the French 'Art de Vivre'

Release Date: November 4, 2024

Host: Dennis Scully
Guest: Martin Gliese, International Director of Roche Bobois

Introduction

In this episode of the Business of Home Podcast, host Dennis Scully engages in an insightful conversation with Martin Gliese, the International Director of the renowned French furniture brand Roche Bobois. Founded in 1960, Roche Bobois has long been synonymous with chic contemporary design, pioneering the integration of furniture into fashion magazines and establishing a global presence with iconic pieces like the Mah Jongg and bubble sofas.

The Rich History of Roche Bobois

[02:27] Martin Gliese:
Martin begins by tracing the origins of Roche Bobois to its 1960 inception, a collaboration between two families—the Roches and the Beaubois. Their vision was to create a brand that transcended traditional retail, emphasizing both distribution and editorial creation. This pioneering approach led to the establishment of their first showrooms in Paris, which quickly became trendsetters in the French furniture market.

[04:29] Martin Gliese:
He highlights the significant influence of Scandinavian design, introduced to France through Roche Bobois. The company secured exclusivities with Scandinavian manufacturers, blending these minimalist designs with French aesthetics to carve out a unique niche.

Brand Philosophy and the Art of Editing

[05:25] Martin Gliese:
Martin delves into the brand’s editorial approach, explaining that Roche Bobois aimed to be more than just a furniture distributor. "The brand is a key notion... something that would define a style," he states. Unlike many contemporaries, Roche Bobois focused on building a recognizable brand that communicated innovation, creation, quality, and comfort.

[07:28] Martin Gliese:
He emphasizes that Roche Bobois does not own its production facilities or a dedicated in-house design team. Instead, they collaborate with independent designers, allowing for creative freedom and ensuring that each piece harmonizes with the brand's overarching vision without corporate constraints.

Navigating the Post-COVID Landscape

[12:04] Martin Gliese:
Discussing the impact of COVID-19, Martin explains the current uncertainty in the furniture industry. "It's the first time in my experience... where I find it very hard to estimate what is the growth level," he remarks. Despite a stagnation in growth, the sector still surpasses pre-COVID figures, though economic factors like interest rates and real estate trends introduce complexities in forecasting future demand.

[16:00] Martin Gliese:
He notes that while growth is resuming and high-quality customers remain loyal, the market is experiencing a significant readjustment, making budgeting and forecasting particularly challenging.

Strategic Shift and Expansion into the American Market

[17:52] Martin Gliese:
Roche Bobois's expansion into North America began through Canada, leveraging linguistic and cultural proximity with Quebec. The first major franchise in the U.S. was established in New York City about a decade after their initial North American presence, mirroring the expansion strategies of luxury fashion brands.

Branding and Positioning in the Competitive Market

[19:06] Martin Gliese:
Martin discusses the critical importance of branding in the furniture industry. He cites RH (Restoration Hardware) as a benchmark, praising their ability to allocate substantial resources to branding and lifestyle marketing. "There aren't many successful companies that have not created a brand," he asserts, highlighting the necessity of moving beyond mere product distribution to establishing a desirable lifestyle brand.

[20:45] Martin Gliese:
He elaborates on the balance required between maintaining quality, creating a strong brand presence, and offering reasonable margins. "It's about having a reasonable value, but something else that allows you to do... an outstanding distribution system," Martin explains, underscoring the multifaceted approach needed for global success.

Engaging the American Consumer and Influencing Designers

[24:19] Martin Gliese:
Focusing on the U.S. market, Martin explains that Roche Bobois prioritizes building brand desirability among end-users. "We try to build enough desire in the brand so that they will make it one of the names they want in their homes," he states. This consumer-focused strategy aims to indirectly influence interior designers and architects by creating a strong, aspirational brand presence.

[26:46] Martin Gliese:
He adds, "We try to build enough desire in the brand... combined with good service with interior designers," creating a robust distribution ecosystem that leverages both direct consumer engagement and professional partnerships.

Adapting to the Digital Transformation

[35:04] Martin Gliese:
Addressing the rise of online sales, Martin asserts that the furniture industry still heavily relies on physical showrooms due to the tactile and experiential nature of high-end furniture purchases. However, he acknowledges the future potential of digital tools, stating, "There will come a time... where we have enough quality videos, enough 3D tools... it will increase."

[37:17] Martin Gliese:
He envisions a seamless integration between online experiences and physical showrooms. "We have to convert the traffic online to the showroom," Martin explains, emphasizing the importance of transforming digital engagement into in-person visits to maintain high conversion rates.

Marketing Strategies: Traditional Press Meets Digital Innovation

[41:12] Martin Gliese:
Roche Bobois maintains a balanced marketing strategy, continuing to invest in traditional high-end publications like the Wall Street Journal and New York Times, while significantly increasing their digital advertising spend. "We've tripled the business..." Martin notes, reflecting the shift towards embracing digital platforms without abandoning the prestige associated with traditional media.

[44:00] Martin Gliese:
Additionally, Roche Bobois invests in community events and content-driven marketing to engage with designers and the broader community. "We invite the community to events because it's more community management rather than advertising," he remarks, highlighting the brand’s commitment to fostering relationships beyond mere transactions.

Overcoming Channel Conflicts and Embracing Transparency

[31:17] Martin Gliese:
Martin discusses the industry's struggle with channel conflicts, particularly the difficulty in balancing wholesale and retail models. He emphasizes Roche Bobois’s commitment to transparency, stating, "We have always talked to the end client with transparency. This has been the DNA."

[33:44] Martin Gliese:
He underscores the necessity for companies to choose between wholesale and retail models, cautioning against attempting to excel in both simultaneously. "You cannot do both things. You cannot be a wholesaler and a retailer," Martin advises, highlighting the strategic focus required for success.

Future Vision: Enhancing Showroom Experiences and Embracing Hospitality

[46:10] Martin Gliese:
Looking ahead to a more prosperous future, Martin outlines Roche Bobois’s aspirations to create showrooms that are not only visually inspiring but also technologically integrated with rich digital experiences. "I would really want to have showrooms that are so impeccable, so inspiring..."

[47:17] Martin Gliese:
He entertains the possibility of incorporating elements of hospitality, such as restaurants, into their showrooms to enrich the customer experience. "It would definitely make sense and it would be a great part of the experience," he muses, recognizing the potential for a more immersive retail environment.

Conclusion

Martin Gliese’s dialogue with Dennis Scully offers a comprehensive look into Roche Bobois’s enduring legacy and adaptive strategies in the evolving furniture industry. From their foundational emphasis on brand and design collaboration to navigating post-pandemic challenges and embracing digital transformation, Roche Bobois exemplifies a harmonious blend of tradition and innovation. As the brand continues to expand and refine its approach, the fusion of luxury, service, and strategic marketing positions Roche Bobois as a formidable leader in the global interior design community.

Notable Quotes:

• [05:25] Martin Gliese: "The brand is a key notion... something that would define a style."
• [19:06] Martin Gliese: "There aren't many successful companies that have not created a brand."
• [24:19] Martin Gliese: "We try to build enough desire in the brand so that they will make it one of the names they want in their homes."
• [37:17] Martin Gliese: "We have to convert the traffic online to the showroom."
• [31:17] Martin Gliese: "We have always talked to the end client with transparency. This has been the DNA."
• [46:10] Martin Gliese: "I would really want to have showrooms that are so impeccable, so inspiring..."

About Roche Bobois:
Founded in 1960, Roche Bobois is a global leader in the furniture industry, celebrated for its innovative designs and commitment to quality. With iconic products and a vast network of showrooms worldwide, the brand continues to shape the landscape of contemporary interior design.

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