Lyon, April 11, 2026 – Maison Nicolas, the renowned wine retailer, is embarking on a significant transformation under the leadership of its new CEO, Cathy Collart-Geiger. The company announced plans to open three new stores in Lyon, reinforcing its commitment to the Auvergne-Rhône-Alpes region, which plays a crucial role in its development strategy.
Maison Nicolas Undergoes Major Transformation
Cathy Collart-Geiger, who took the helm of Maison Nicolas a year ago after her tenure at Picard frozen foods, has initiated a comprehensive transformation plan. This initiative addresses a structurally declining wine market and aims to revitalize an brand that had long rested on its laurels. The strategy centers on repositioning Maison Nicolas as a “source of conviviality,” with a strong focus on customer engagement, attracting new customers, particularly younger demographics, and fostering team commitment. Collart-Geiger, who visited Lyon in early April, emphasized the “significant investments” being made, though specific figures were not disclosed. “We want to re-enchant the market,” she stated.
Focus on Lyon and Regional Development
With 13 stores in Lyon and 28 across the Auvergne-Rhône-Alpes region, this area is a cornerstone of Maison Nicolas’s expansion. Collart-Geiger highlighted the region as “a land of wine, of exceptional richness.” Wine sales in this region account for over 60% of the company’s revenue, significantly higher than the national average of 50%. Maison Nicolas intends to leverage this by substantially increasing its local offerings.
Currently, regional references constitute only 20% of the inventory. This share is set to grow, with greater autonomy given to local wine merchants to stock products from local producers. This change will be evident during the upcoming wine fair, which will feature specific assortments tailored to each consumption basin, including the Auvergne-Rhône-Alpes region.
Expansion and Diversification
After closing approximately thirty stores in recent years, Maison Nicolas is now on the offensive, planning around twenty new openings annually nationwide. At least three of these projects are currently under consideration for the Lyon region. The company is also adapting its offerings in response to a global decline in alcohol consumption. Non-alcoholic options are experiencing strong growth, with a 25% increase over three months, becoming a key growth driver. This is supported by industrial investments aimed at preserving aromas without adding sugar.
Maison Nicolas is also diversifying its product range to include beers, cocktails, and gourmet grocery items such as chocolates, coffees, and teas. Innovative services, such as personalized bottle customization, are also being introduced. The goal is to broaden consumption occasions and attract new audiences.
The Broader Context of the Wine and Spirits Industry
The expansion and transformation at Maison Nicolas come at a time when the wine and spirits sector faces significant challenges. The industry is grappling with evolving consumer preferences, a decline in overall alcohol consumption, and calls for strong decisions to navigate these shifts. Maison Nicolas’s strategy reflects a proactive approach to these market dynamics, aiming to adapt and thrive by focusing on local appeal, diversification, and a renewed brand identity.
The company’s commitment to the Lyon region and its strategic investments underscore a belief in the local market’s potential and a determination to meet changing consumer demands. The new stores and enhanced regional offerings are expected to further solidify Maison Nicolas’s position in this key area.
