Camif Chooses Lyon for First Physical Store, Embracing Omnichannel Strategy
Lyon, March 21 – Camif, the French furniture and home decor brand, has opened its first physical store in France, choosing Lyon as its inaugural location. The 370-square-meter boutique, situated at 4 rue Jean de Tournes in the 2nd arrondissement, near the Place des Jacobins, presents a curated selection from its extensive catalog of French and European-made products.
A Strategic Shift: From Pure-Player to Omnichannel Retailer
Since its revival in the late 2000s, Camif, which will celebrate its 80th anniversary in 2027, has operated primarily as a pure-player in online furniture sales. The opening of this Lyon store signifies a significant shift towards an omnichannel strategy, integrating physical retail with its established e-commerce platform.
Julien Chaverou, Executive President of Camif, explained the rationale behind this move: “We present about 1,500 of our 8,000 references. We display sofas, furniture, including coffee tables, bookcases, tables and chairs…, tableware products, textiles, and decorative objects.” He added, “Despite strong digitalization, furniture remains an exception with 75% of sales occurring in stores. Customers need to see the products and have a form of reassurance before making a purchase. We have therefore opted for an omnichannel strategy.”
Why Lyon? Revitalizing City Centers and Reaching New Customers
Lyon was selected as the first metropolitan area to meet Camif’s establishment criteria, particularly its commitment to a city-center location. “The store is not a marketing showcase. We want to participate in the revitalization of city centers,” emphasized Chaverou, justifying the choice of a location just steps away from the Place des Jacobins.
This new store aims to reconnect with Camif’s historical customer base, many of whom frequented the former store in Bron, while also attracting a younger, more urban clientele. “We seek to introduce ourselves to a younger and more urban clientele who will have a real sensitivity to our responsible collections. 70% of our products are made in France, and 30% in Europe,” stated the Executive President.
Ambitious Growth Targets and Financial Performance
Camif, whose name originates from its original mission to assist National Education employees in furnishing their homes, reported a turnover of 32 million euros in 2025. The company aims for 45 to 50 million euros by 2027-2028. With a workforce of 70 employees based in Niort, Camif, now majority-owned by the insurer Maif, is cautiously expanding into the mid-to-high-end segment.
The company currently boasts a portfolio of nearly 6,000 customers through its e-commerce site. With the opening of the Lyon store, Camif has ambitious plans for regional growth. “Within two years, we hope to increase our customer base in the Lyon region by 30% to 40%,” projected Julien Chaverou.
Future Expansion and Customer Focus
While the Lyon store marks a significant step, Camif is not rushing into widespread expansion. “We do not want to open stores at any cost. We will observe customer appetite and the areas where we are expected. And we could explore other formats,” concluded Chaverou, indicating a measured approach to future growth.
The opening of the Lyon store, which occupies the former premises of the Gant clothing brand, vacant since late 2025, represents a strategic move for Camif to strengthen its market presence and engage with customers through both online and physical channels.
Source: https://mesinfos.fr/69000-lyon/camif-choisit-lyon-pour-ouvrir-sa-premiere-boutique-242662.html
