Exclusive Interview with Michel Nicolas, Director of International Development at Cuisines AvivA
Interview conducted by Jean Samper, CEO of AfriqueFranchise.com
Cuisines AvivA is a brand that has successfully established itself in the French market with more than 25 years of expertise. Building on this success, the company has now set its sights on international expansion. We interviewed Michel Nicolas, who is leading this development, to discuss the history of the network, its ambitions, and more specifically, the growing interest in African markets.
Jean Samper: Hello Mr. Nicolas. Cuisines AvivA is a well-known name in France. Could you briefly summarize the history of this franchise and what made it successful?
Michel Nicolas: Hello. The story of Cuisines AvivA is above all a story of entrepreneurs, Georges and Bernard Abbou, who revolutionized kitchen retailing in the early 2000s. Their observation was simple: consumers want quality, design, and price transparency. They therefore created a concept focused on fair value for money and a straightforward sales approach.
The success was immediate. What set Cuisines AvivA apart was our ability to industrialize the concept of "fair pricing" without compromising on quality, notably by working with German suppliers renowned for their reliability. In 2007, the model was franchised, enabling rapid and controlled growth. Today, with more than 100 stores and excellent franchisee satisfaction, we have a strong and proven concept ready for new challenges.
Jean Samper: International development has now become a priority. What were the first steps of this expansion?
Michel Nicolas: We have always had ambitions for expansion, and the success of our model encouraged us to look beyond mainland France. The first concrete step was the opening of our first store in Martinique at the end of 2023. It was an important test to validate our ability to operate in an island territory, far from mainland France, with its own logistical and regulatory constraints. This opening was a success and confirmed that our concept remains highly relevant even in a different environment. It marked the starting point for a more ambitious international strategy.
Jean Samper: Your focus is now turning towards Africa. What makes these markets attractive for a brand like Cuisines AvivA, and which countries are you targeting?
Michel Nicolas: Africa represents an extraordinary opportunity for several reasons. First, there is unprecedented demographic and urban growth. African cities are expanding rapidly, and a new middle class is emerging, with increasingly sophisticated interior design needs. This customer base is looking for quality products, recognized brands, and professional service.
In addition, the cultural and linguistic proximity with French-speaking countries is a major advantage for a French brand. French expertise in design and decoration is highly appreciated, and the shared language greatly facilitates communication, training, and the transfer of our know-how. We are primarily targeting countries such as Morocco, Senegal, Ivory Coast, and Cameroon, where economic momentum and market demand are strongest.
Jean Samper: What are the main challenges to succeed in these markets?
Michel Nicolas: The challenges are real and should not be underestimated. The first challenge is logistics. Shipping products from Europe, customs duties, and domestic transportation all need to be carefully planned and controlled to avoid affecting profitability. That is why choosing the right master franchise partner is crucial. They must have logistical expertise and strong knowledge of local business practices.
The second challenge is recruitment. We are looking for local entrepreneurs, "master franchisees," who not only have the financial resources, but above all a genuine entrepreneurial mindset and in-depth market knowledge. They must be capable of understanding and applying our concept while adapting it to local specificities, whether in terms of marketing, pricing strategy, or service offerings. We work with the ten portals of AfriqueFranchise.com to inform African entrepreneurs about the opportunities to work with AvivA, and we receive many applications, some of which match the profile we are looking for.
Jean Samper: You also recently participated in Africa Franchise Day. What message did you want to convey to African investors?
Michel Nicolas: My message was simple: we have a proven and profitable concept backed by a strong brand. We do not just sell kitchens; we offer a life project, expertise, and tailor-made support. For African entrepreneurs looking to enter a promising sector, Cuisines AvivA provides a unique opportunity to benefit from our know-how, our brand, and our ongoing support. We are looking for partners who share our values of transparency, quality, and customer satisfaction to build together the future of fitted kitchens in Africa.
Jean Samper: Mr. Nicolas, thank you for these valuable insights.
Michel Nicolas: It was my pleasure. Thank you as well, because Africa is a key strategic priority for us.