Better living 2017 - Groupe SEB

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Better living 2017 - Groupe SEB
better living
       2017
Better living 2017 - Groupe SEB
Better living 2017 - Groupe SEB
THE GROUP   01

                             CONTENTS

         Our mission _1
         Our values _2
         Our strategy _4
         Chairman’s message _6
         Words from the Executive Committee _8
         Board of Directors _10
         An unrivalled brand portfolio _12
         Professional coffee, a new market _14
         2017 in figures _18
         2017 in facts _20
         Innovation to make a difference _22
         International market, local expertise _30
         A highly performing industry _40
         A responsible and inclusive Group _48
         Overview of stakeholders _66
         2017 in shares _68

         TO MAKE CONSUMERS’
         EVERYDAY LIVES EASIER
         AND MORE ENJOYABLE

         TO CONTRIBUTE TO
         BETTER LIVING,
         ALL AROUND THE WORLD
         •B
           y creating new products and
          services to make consumers’
          domestic lives more pleasant,
          harmonious and fulfilling;
         •B
           y offering solutions to meet
          their existing needs and anticipate
          their personal expectations
          and desires.

Our   mission
Better living 2017 - Groupe SEB
02
02    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

         Our    values
Better living 2017 - Groupe SEB
THE GROUP   03

For 160 years, Groupe SEB has
been determined and enthusiastic
in pursuing its ambition: to be
THE world reference in small
domestic equipment.
To achieve this, it relies on a
long-term vision based on its five
fundamental values:

GROUP SPIRIT
ENTREPRENEURIAL DRIVE
PASSION FOR INNOVATION
RESPECT FOR PEOPLE
PROFESSIONALISM

Embodying the philosophy of
a responsible, inclusive company
committed to the public good,
these values are shared by all our
employees, all around the world.
They enable the Group to face
the challenges of its environment
with peace of mind and make
the most of the opportunities of
a growing market.
Better living 2017 - Groupe SEB
02
04    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

         Our       strategy
Better living 2017 - Groupe SEB
THE GROUP   05

PRIORITISING GROWTH
•B
  y resolutely implementing a strong and
 differentiating innovation policy, enabling
 us to offer products and services that fit
 in perfectly with consumer expectations.
•B
  y drawing on the strength and the
 complementary nature of our brands,
 which allow us to cover all market
 segments, from entry level to premium
 products.
•B
  y managing a clear sales approach,
 well segmented by distribution channel,
 by brand and by country, and by
 developing trust-based relationship
 with our retailers.
•B
  y pursuing a unique international growth
 strategy, in mature countries as well as
 in emerging markets, aiming for local
 leadership.

MONITORING
COMPETITIVENESS
• T hrough the permanent and responsible
  adaptation of our industrial facilities,
  by developing best practices and
  implementing a rigorous quality control
  system at a very early stage in the
  process.
• T hrough the strict daily management of
  our organisation, infrastructure and costs.
• T hrough the constant optimisation of our
  supply chain.

BEING RESPONSIBLE
•B
  y ensuring the Group’s ethical
 principles are respected.
•B
  y pursuing a responsible employment
 policy.
•B
  y developing territories and
 community commitment.
•B
  y creating sustainable innovations to
 meet consumer needs.
•B
  y reducing our environmental impact.
Better living 2017 - Groupe SEB
02
06    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                       Chairman’s
                                                    Message
Better living 2017 - Groupe SEB
“
                                                                                                                 THE GROUP   07

       Our 2017 performance stands as proof of the
    relevance of our business model, the robustness
 of our fundamentals, the continuous improvement
         of our competitiveness and the outstanding
                  commitment of all our employees.

2017: ANOTHER GREAT YEAR
Groupe SEB once again posted an excellent year
in 2017. Sales amounted to nearly €6.5 billion,
                                                     Obviously, considerable work still remains to be
                                                     done, and some projects will take time to deliver
                                                     their full potential. But, as with Supor 10 years
                                                                                                             ”
up 30%, with a €1.15 billion contribution to         ago, we are confident in our ability to take best
Group revenue from WMF in its first year of          advantage of this transformative acquisition.
consolidation. Our organic growth, at +9.2%,
was vigorous and driven by all our geographic        STEPPING UP IN 2018
regions and product families.                        In a probably more challenging general envi-
Our Operating Result from Activity rose by more      ronment, and bearing in mind the demanding
than 30%, our net income by 45%, and we ended        comparison basis set by the Group, including
the year with a net debt/adjusted EBITDA ratio of    WMF, we have begun 2018 with great determina-
2.4. WMF’s performance was consistent with our       tion and a two-fold objective.
expectations, generating an accretion of 22% on      Firstly, in a Small Domestic Equipment market
net earnings per share. The ambitious objectives     that we believe should remain buoyant, we
we had set for ourselves in 2017 have thus been      aim to continue the Group’s profitable growth
exceeded. These results should, furthermore, be      within its former scope by leveraging our main
viewed in the light of high comparatives, as 2015    strategic pillars: innovation, the power of our
and 2016 were already excellent years. They          brands, a multi-channel distribution, global
stand as proof of the relevance of our business      presence and our competitiveness.
model, the robustness of our fundamentals, the       Secondly, we will continue to integrate WMF,
continuous improvement of our competitiveness        by intensifying the projects initiated in 2017 and,
and the outstanding commitment of all our            in particular, by implementing the investment
employees, whom I would like to thank at             and acceleration plans in the professional coffee
this point.                                          business while at the same time taking actions to
                                                     boost profitability in Small Domestic Equipment.
PROMISING START OF WMF WITHIN THE GROUP              This will enable us to start generating tangible
2017 was also a year of transformation for the       synergies in line with our objectives for 2020.
Group with the integration of WMF. Substantial       Against this backdrop, Groupe SEB in 2018 aims
work was already carried out to implement new        to achieve further organic sales growth, improve
organizations - now operational -, harmonize         its Operating Result from Activity and continue
processes, pool certain central functions            to reduce its indebtedness.
and start unlocking synergies in purchasing,
the supply chain and manufacturing. Value
accretive projects were launched, with the first
concrete initiatives aimed at developing the
Consumer business - including in particular
a strengthened strategy in the high-end segment
                                                                      Thierry DE LA TOUR D’ARTAISE
– and activating the acceleration program in                          Chairman and Chief Executive Officer
Professional Coffee. We are aligned with our
roadmap and all the teams, on both sides, are
mobilized in a spirit of constructive cooperation,
to seize the many opportunities arising from this
exciting project.
Better living 2017 - Groupe SEB
02
08    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                                      “
                                 2017: an excellent
                                 vintage and a year
                   of transformation for the Group
                        with the integration of WMF.

                                                                                     ”                   Thierry DE LA TOUR D’ARTAISE

                                       Words from the
                                                                                                         Chairman and CEO

          Executive Committee
          Groupe SEB is ingrained in the everyday lives of consumers all over
          the world. It maintains a close interaction with them through direct
          sales, e-commerce, communities, social networks and connected
                                                                                                                         Bertrand NEUSCHWANDER
          products. This proximity enables us to collect, analyse and exploit
                                                                                                                         Chief Operating Officer
          increasingly relevant data, so that we can optimise our innovation
          and communication policy, including towards WMF’s professional
          customers.

                                                Vincent LÉONARD                                                          Harry TOURET
                                                Senior Executive Vice-President                                          Senior Executive Vice-President
                                                Finance                                                                  Human Resources

          2017 was to a very large extent devoted to “anchoring” WMF within          2017 was a year marked by the integration of WMF, initiated through
          Groupe SEB, including harmonising accounting principles, quickly           many projects involving functions and business units. Cross-cultural
          introducing performance management tools and centralising                  training was organised gathering Groupe SEB and WMF senior
          corporate functions such as treasury and financing, taxation, internal     management to improve mutual understanding and accelerate struc-
          auditing and legal affairs. Our priorities now are to leverage synergies   tural integration. All Human Resources processes are now in place at
          and continue to reduce the Group’s debt.                                   WMF and cooperation between the teams has progressed significantly.
THE GROUP   09

                                       Stéphane LAFLÈCHE                                                          Philippe CREVOISIER
                                       Executive Vice-President                                                   Executive Vice-President
                                       Industrial Operations                                                      Products and Innovation

Groupe SEB proudly claims its status as a responsible manufacturer,         The small domestic equipment market is undergoing rapid develop-
combining its powerful and flexible industrial tool, its specific techno-   ment and transformation. To keep abreast of these changes, we must
logical skills, its global performance management, its ability to capi-     look at consumers’ lifestyles, which are now permanently connected,
talise on human added value, the priority given to health and safety in     and gain a deeper understanding of their needs and aspirations.
the workplace... Building on these initiatives, which are now also being    This will allow us to further accelerate our global innovation process,
rolled out at WMF sites, the Group has enhanced its competitiveness         incorporating WMF, while maintaining the pioneering spirit that has
and laid the foundations for the “factory of the future”.                   driven the Group from the very start.

                                       Cyril BUXTORF                                                               Luc GAUDEMARD
                                       Executive Vice-President                                                    Executive Vice-President
                                       EMEA                                                                        Americas

The arrival of WMF within the Group in 2017 resulted, amongst other         New types of purchasing behaviour and the blurring of boundaries
things, in the takeover of the small domestic equipment business            between brick-and-mortar retail and e-commerce have led us to
by SEB subsidiaries in all markets except Germany, Austria and              rethink our interaction with consumers over the past few years, in
Switzerland. This strengthens our position and opens up bright              order to improve, or even magnify, their purchasing experience.
prospects in the high-end segment. Anchoring its presence in this           This ambitious objective requires impeccable execution, both in stores
promising sector, the Group now has Premium brand teams dedicated           (increasingly connected and intelligent) and on line, with outstanding,
to the All-Clad, Lagostina, WMF and Silit brands in key markets.            customized products and services.

                                       Frédéric VERWAERDE                                                             Vincent TAI
                                       Executive Vice-President                                                       Executive Vice-President
                                       Asia                                                                           Asia
                                                                                                                      Replaces Frédéric
                                                                                                                      Verwaerde

Asia represents the largest growth potential for the Group and our             Supor has had a decade of outstanding performance within
current organisation allows us to pursue our profitable growth and             Groupe SEB and has considerably strengthened its positions
market share gains in China, accelerate our progress in South-East             in the Chinese market. And the story continues. It’s up to us
Asia and fully exploit the potential of our two mature cornerstones,           to seize the amazing opportunities generated by Supor’s
Japan and Korea. I was lucky enough to be entrusted with developing            expertise in innovation in order to enrich our product offer
this promising zone and the adventure has turned out to be an exciting         by adapting it to the lifestyles of Asian consumers. This will
one. Now I am happy and proud to pass over to Vincent Tai.                     allow us to intensify our presence and gain access to the full
                                                                               potential of other Asian markets.
02
10    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                                     Board
                                  of
                                         Directors
                The SEB S.A. Board of Directors is a collective body that represents all shareholders;
                its activities are guided by the best interests of the company and the Group.
                It determines strategic orientation and makes decisions about Group management
                structures and acquisitions. It also carries out any audits or verifications it considers necessary.
                At its meetings, it is informed about business operations and the performance of
                the Group, as well as any developments in the market and the competitive landscape.

                                                                    Tribute
                                                                    to Emmanuel LESCURE
                                                                                        Our Honorary Chairman, Emmanuel

                     A
                           s of the end of 2017, when various                           Lescure, passed away on 1 April 2017
                           changes were introduced, the Board                           in Selongey. He was 87 years old and
                           is made up of 14 members with 4-year                         he had devoted his entire career to
                 mandates: the Chairman and Chief Executive                             Groupe SEB.
                 Officer, Thierry de La Tour d’Artaise, 7 board                          Having graduated from the HEC
                 members representing the Founder group,                                 business school, he started working
                                                                    for Seb as a representative in 1951 and went on to play an
                 4 independent board members (in compliance
                                                                    important role in the history of the company as a key player
                 with the AFEP-MEDEF corporate governance
                                                                    in the success of the flagship Super Cocotte pressure
                 regulations) and 2 employee board members,         cooker, launched in 1953. He managed the Group’s
                 both nominated in 2017. The percentage of          development, including the acquisitions of Tefal and Calor,
                 female representation on the Board is 46%.         and contributed towards its globalisation with the takeover
                                                                    of Rowenta.
                 Thanks to their diversity and the complementary    Chairman of the Group from 1976 until 1990 when he
                 nature of their profiles (specialists in retail,   retired, he worked towards its extraordinary expansion
                 communication, finance, managers of French         and remained dedicated to maintaining its continuity
                 and international companies, Group employees),     throughout his life. A marketing man who was passionate
                 members can draw on their respective skills to     about the Group, Emmanuel Lescure was a very caring
                 bring a broader vision to the Board.               manager focus on guaranteeing that the values initiated by
                                                                    the Group’s founders were respected.
                 The Board of Directors met 6 times in 2017.        He was a knight of the French Légion d’honneur.
                                                                    The Group pays tribute not only to a great captain of
                                                                    industry and a visionary, but also to an exceptional man
                                                                    with strong convictions and values.
THE GROUP   11

     THE AUDIT COMMITTEE is in charge of examining the company’s annual and half-year accounts. It ensures that the
     procedures for identifying, evaluating and dealing with the main risks faced by the Group are applied correctly and keeps
     the Board of Directors informed. It participates in the appointment of statutory auditors and ensures their independence.
     It met on 3 occasions in 2017.

     THE NOMINATIONS AND REMUNERATION COMMITTEE (NRC) makes recommendations on the composition of the Board
     and is involved in the preparation of succession planning. It proposes the policy for the remuneration of executive officers
     and the introduction of performance share plans. It makes recommendations on questions of governance and ethics,
     examines the Group’s sustainable development policy and keeps the Board informed. It held 3 meetings in 2017.

                                                                                     1 THIERRY DE LA TOUR D’ARTAISE
                                                                                     Member of the Founder group.
                                                                                     Chairman and Chief Executive Officer of SEB S.A. Aged 63.

                                                                                                        FAMILY SHAREHOLDERS

                                     1                                                2 FÉDÉRACTIVE*
                                                                                     Member of the Founder group, shareholder investment holding company,
                                                                                     represented by Sarah CHAULEUR. Aged 46.
                                                                                     Member of the NRC, represented by Pascal GIRARDOT. Aged 63.

                                                                                     3 DELPHINE BERTRAND*

                                                                       FÉDERACTIVE
                                                                                     Member of the Founder group, member of FÉDÉRACTIVE.
                                                                                     Aged 53.

                                                                                     4 HUBERT FÈVRE
                                                                                     Member of the Founder group, member of FÉDÉRACTIVE.
                                                                                     Member of the Audit Committee. Aged 53.
2                                    3                       4
                                                                                     5 CÉDRIC LESCURE
                                                                                     Member of the Founder group, member of FÉDÉRACTIVE.
                                                                                     Aged 50.

                                                                                      6 VENELLE INVESTISSEMENT
                                                                                     Member of the Founder group, a family holding company,

                                                     4
                                                                                     represented by Damarys BRAIDA.
                                                                                     Member of the NRC. Aged 50.
                                                                       VENELLE

                                             INDEPENDENT                             7 WILLIAM GAIRARD
5                                           BOARD MEMBERS    6                       Member of the Founder group, member of VENELLE INVESTISSEMENT.
                                                                                     Aged 37.
                                                     6                               8 JÉRÔME LESCURE
                                                                                     Member of the Founder group, member of VENELLE INVESTISSEMENT.
                                                    WOMEN
                                                                                     Member of the Audit Committee. Aged 57.

                                                     6                                             INDEPENDENT SHAREHOLDERS
                                          MEETINGS EN 2017

                                                                                      9 YSEULYS COSTES
7                                                            8                       Independent Director.
                                                                                     Member of the Audit Committee.
                                                                                     Aged 45.

                                                                                     10 FFP – INVEST
                                                                                     A holding company listed on the Paris stock exchange and majority-held
                                                                                     by the Peugeot family group, represented by Bertrand FINET.
                                                                                     Independent Director.
                                                                                     Member of the NRC. Aged 52.

                                                                                     11 FONDS STRATÉGIQUE DE PARTICIPATIONS

9                                   10                       11                      Represented by Catherine POURRE.
                                                                                     Independent Director.
                                                                                     President of the Audit Committee. Aged 61.

                                                                                     12 JEAN-NOËL LABROUE*
                                                                                     Independent Director.
                                                                                     President of the NRC. Aged 70.

                                                                                                      EMPLOYEE SHAREHOLDERS

12                                  13                       14                      13 LAURENT HENRY
                                                                                     Employee board member. Aged 51.

     * Renewal proposed at the AGM of 16 May 2018                                    14 BRIGITTE FORESTIER
                                                                                     Employee shareholder board member. Aged 47.
02
12    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

            Groupe SEB’s multi-brand strategy enables it to operate in global and local markets
            over the long term, while remaining as close as possible to consumers. It has the widest
            portfolio of brands in the Small Domestic Equipment industry, enriched in 2016 by the
            acquisition of WMF, which boosts its presence in the premium segment and opens the
            doors to the professional market. The Group’s 29 brands are the pillars of its growth
            strategy and are now organised into three main subsets.

                     An unrivalled
                             brand portfolio
            CORE BRANDS, with a strong reputation                       CORE BRANDS
            in their regional or global markets, offer
            products that support consumers’ everyday                   WORLDWIDE
            lives. Complementing each other and
            fulfilling specific needs, they each have
            well-defined identities and values, which are
            expressed through the range, features,
            product design and communications.

            PREMIUM BRANDS are aimed at the most                           LOCAL
            demanding consumers, with well-adapted
            positioning, designs and marketing methods.

            PROFESSIONAL BRANDS have a global
            vocation and focus on the professional coffee
            and hotel and catering sector.

                                                                      PREMIUM BRANDS

                                                                   PROFESSIONAL BRANDS
THE GROUP   13
                                         Increasingly digital brands
                                         Groupe SEB’s digitalisation strategy not only concerns connected products and an
                                         increase in online sales; it also supports brand positioning and communication.
                                         The platforms, websites and social networks of the four core global brands have
                                         therefore been reviewed. Launched in 2015, this project has now been completed
                                         and the new brand platforms are operational.

Creation of a Premium sales force
The acquisition of WMF at the end of 2016 allowed the Group to significantly strengthen its presence in the premium segment,
with total sales of some €600 million. With our All-Clad, Lagostina, Silit and WMF brands, we target the most demanding
consumers by offering them very high-quality products, guaranteeing the ultimate culinary experience.
This new approach to the high-end segment is served by the creation of premium sales teams in all the major markets or by
the reinforcement of existing teams, particularly in France, Italy, Spain, Central Europe and China.
02
14    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT
THE GROUP   15

    Professional
  coffee,
a new market
02
16    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                  With the acquisition of WMF in 2016, Groupe SEB enriched its portfolio with two
                  very appealing brands, WMF and Schaerer, and became the world leader
                  in the fast-developing market for professional coffee machines.

                  PROVEN EXPERIENCE                       the world. This led WMF to adapt    A DUAL OBJECTIVE: COFFEE
                  Since its first model was launched      its machines and equip them with    QUALITY, MACHINE RELIABILITY
                  in 1927, WMF has built up 90 years      numerous functions to offer a       This demanding market requires
                  of expertise in professional coffee     personalised response to multiple   machines capable of preparing
                  machines. 1969 marked the start         consumer demands.                   150 to 1000 cups of coffee a day,
                  of a new phase, with the design and
                  launch of the world’s first automatic
                  coffee machine. The era of special-
                  ity coffees began in the 1980s and
                  WMF contributed its technologi-
                  cal expertise by offering machines
                  with exceptional functions that could
                  prepare a variety of superior qual-
                  ity coffees (cappuccino, macchiato,
                  latte etc.). With coffee consumption
                  outside the home growing steadi-
                  ly, the professional coffee market
                  underwent rapid expansion all over
THE GROUP   17

depending on their size. This means
the products play a key role in cus-
tomers’ profitability: any downtime
or faults have a big impact on their
business and must be avoided or
dealt with rapidly. Going beyond the
excellence of its machines, WMF
proposes dedicated after-sales
service, with 600 highly qualified
technicians in Europe ready to pro-
vide training, maintenance and
repairs within the shortest possible
time frames.

AN ECLECTIC CUSTOMER
PORTFOLIO
Germany is the leading, histor-
ic market for WMF, with further
expansion into the rest of the world
(Austria, Japan, China, USA, Unit-
ed Kingdom, etc.). Over the past
10 years, the company has been

                                          INNOVATIVE FUNCTIONS                    to develop models such as Presto,
                                          AND SERVICES                            t h e b e st - s e l l i n g p ro fe ss i o n a l
                                          WMF has two factories, one in Geis-     coffee machine in the world, and
                                          lingen in Germany, which manufac-       Espresso Concept, launched in
                                          tures WMF coffee machines, and          2016, which is the first hybrid coffee
                                          the other in Zuchwil in Switzerland,    machine combining automatic
                                          where machines are produced             f u n c t i o n s w i t h c l a ss i c I ta l i a n
                                          under the Schaerer brand. Research      filter holders. Groupe SEB not only
                                          and development takes place at          intends to maintain WMF’s strong
                                          both sites, right alongside the         approach to innovation; it also aims
                                          production facilities. This proximity   to roll it out more widely to guaran-
                                          between innovation and industri-        tee the international development
                                          alisation has allowed the company       of the Professional Coffee business.
broadening its field of activity, which
was initially centred on traditional
catering outside the home (restau-                            AN ENTRY POINT INTO CATERING EQUIPMENT
rants, hotels, etc.), to include new
                                            The second line of business for WMF in the professional market involves supplying the
formats such as local shops (bakers,
                                            catering industry with cutlery, tableware and buffet items under the WMF and Hepp
convenience stores, etc.), service
                                            brands, both of which benefit from a strong reputation
stations, airports and well-known
                                            among target customers. Germany is currently the main
fast food chains. Cruise companies          market for this business sector, with luxury hotels as its
are another important market, with          key target customer base.
many luxury American cruise liners          In 2017, this business achieved sales of E72 million.
equipped by WMF. Finally, more
and more companies offer coffee
machines for employees’ use in their
relaxation areas.
02
18    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                                                  SALES                       OPERATING RESULT
                                                                               FROM ACTIVITY
                                         E6,485 million                                                            NET INCOME
                                                +29.7%                         E661 million
                                              +9.2% LFL*                              +30.8%                      E375 million
                                                                              €678 million before                      +45%
                                         including WMF sales:
                                                                                 one-off impacts
                                        €1,151 million, +5.5%                of WMF PPA**, +34.2%

                                                                 NET FINANCIAL
                                                                  DEBT 31/12                         OPERATING
                                                                                                     CASHFLOW
                                                              E1,905 million                       E322 million
                                                                down €114 million
                                                                  vs. 31/12/2016
            2017

                                     in

                                     figures
                                       CHANGE IN SALES                              CHANGE IN OPERATING             CHANGE IN NET DEBT
                                       IN € MILLIONS                                RESULT FROM ACTIVITY            AND DEBT RATIOS
                                                                                    IN € MILLIONS                   IN € MILLIONS AT 31/12

                                          4,770      5,000      6,485                428     505      678**/661          316             2,019      1,905
                                                                                                                                         2.8***
                                                                                                                                                         2.4

                                                                                                                                         1.1
                                                                                                                                                         1.0
                                                                                                                          0.6

                                                                                                                                0.2

                                       2015       2016       2017                2015      2016     2017             2015             2016        2017

                                                                                                                     Net debt / adjusted EBITDA
                                                                                                                     Net debt / equity

       *LFL = like-for-like (constant exchange and consolidation scope)
       **Excluding one-off impacts of WMF’s purchase price allocation
       ***Net debt/Proforma adjusted EBITDA (with WMF)
THE GROUP   19

BREAKDOWN OF THE GROUP’S SALES BY GEOGRAPHICAL ZONE                                                           CHANGE IN SALES 2016 / 2017
                                                                                                              IN € MILLIONS

Other Asian countries                                                                                         5,000                                                     6,485
9%
                                                                          Western Europe
                                                                                    43%                                                               +1,121
China
                                                                                                                         +462            -98
20%

South America
6%                                                                                                                     Organic         Currency      Consolidation
                                                                                                                       growth           effect          scope
North America                                                        Other EMEA countries                              +9.2%            -2.0%           effect*
10%                                                                                 12%                                                                +22.5%

                                                                                                          2016                                                        2017

                                                                                                         *Excluding SUPOR reclassification of -e74 million

CONSTRUCTION OF OPERATING RESULT FROM ACTIVITY
IN € MILLIONS

   505                                                                                        594                                     678                      661

                            +80             -32
                                                            -70
           +133                                                                                                    +94                         -17
                                                                               -22
                                                                                                      -10

          Volumes         Price mix      Cost of sales     Growth           Commercial              Currencies Consolidation                 One-offs
                                                           drivers             and                                scope                        PPA
                                                                           administrative                         effect
                                                                             expenses

2016                                                                                        2017                                 2017                     2017
                                                                                            LFL                                 before PPA
                                                                                                                                 one-offs

         WORDS FROM         VINCENT LÉONARD
              In 2017, Groupe SEB combined renewed improvement in its performance over its former scope with a promising start for WMF, consolidated
              since 1 January 2017.
         The 9.2% organic revenue growth should be seen in the perspective of a demanding historical base, whilst the contribution of €1,151 million
         from WMF represents an increase of more than 5% thanks to strong momentum in professional coffee.
         The Operating Result from Activity (ORfA) for 2017 was €661 million, up 31%. This included Groupe SEB’s Operating result from activity
         (excluding WMF) of €583 million, up 15%, and WMF’s ORfA of €95 million, a 12% improvement, excluding the non-recurring impacts of
         the PPA amounting to - €17 million. Excluding these effects, the Group’s Operating Result from Activity is
         therefore €678 million. Excluding WMF, our operating margin reached almost 11%, reflecting the significant
         gains made over the past few years.
         This progress is reflected in the net profit of €375 million, an increase of 45%.
         Helped by strong generation of operating cash at €322 million, the Group has initiated the process of debt
         reduction it has set itself and ended 2017 with a net debt / adjusted EBITDA ratio of 2.36.

                                                                                                                                            Vincent LÉONARD
                                                                                                                      Senior Executive Vice-President, Finance
02
20    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

      2017
                               in
                       facts
                                                                          Club des Trente prize for
                                                                          the best financial transaction
                                                                          In May, the Club des Trente, which brings together Financial
                                                                          Directors from the largest French groups, awarded its 2016
                                                                          prize for the best financial transaction in the mergers &
                                                                          acquisitions category to Thierry de La Tour d’Artaise. The award
                                                                          recognises Groupe SEB for its acquisition of WMF in Germany.
                                                                          With this prize, the Club des Trente aims to demonstrate how
                                                                          finance and financial markets can help ambitious industrial
                                                                          strategies, which are compatible with sustainable development
                                                                          objectives.

      Innovation Prize at the 2017 Digital                                Trophy for Best Investor Relations by a CEO
      Transformation awards                                               At Forum IR, the annual French meeting of investor
                                                                          relations professionals held last December, Thierry de La Tour
      At the second Digital Transformation awards, Groupe SEB won one
                                                                          d’Artaise received the trophy for Best Investor Relations by a CEO.
      of four “Innovation Prizes”. Organised by the French professional
                                                                          This is the seventh time in nine award ceremonies that the
      journal Solutions Numériques, these trophies reward companies
                                                                          Group’s Financial Communications and Investor Relations have
      that have used digital solutions
                                                                          received an award at Forum IR.
      to re i n ve n t o r t ra n s fo r m t h e i r
      organisation, products or business
      model, leading to internal progress,
      accelerated growth and advantages
      for customers.
                                                                          Successful new bond issue
                                                                          In May 2017, Groupe SEB successfully issued bonds worth
                                                                          500 million euros, maturing in 7 years and bearing interest at
                                                                          a rate of 1.5%. This allows Groupe SEB to further reinforce its
                                                                          debt architecture.

      Opening of Itatiaia
      The new Itatiaia site is a
      project that was launched in
      2016 in a modern industrial
      park in the state of Rio de
      Janeiro in Brazil. It is the
      new base for industrial and
      logistics activities, which
      used to be located around
      São Paulo.
THE GROUP   21

Groupe SEB returns
to the Maison & Objet exhibition
Benefiting from the expansion of our premium
portfolio of brands and the introduction of a dedicat-
ed sales team, Groupe SEB’s return to the Maison &
Objet exhibition in Paris in September, for the first
time since 2010, was a great success. A 200m² stand in
the exhibition’s Cook&Share section, offering product
demonstrations and workshops with chefs, enabled
us to show off four of our brands: Lagostina, WMF,
Emsa and Kaiser. A biannual professional trade show
welcoming 65,000 visitors, Maison & Objet was an
opportunity for Groupe SEB to make close and privi-
leged contact with retailers and, of course, take orders.

                                                                                                                   EMSA,
                                                                                                                   centre of
                                                                                                                   expertise for
Schaerer celebrates its 125th anniversary
Groupe SEB’s professional coffee brand, originally from Switzerland and a
                                                                                                                   kitchenware
member of the WMF Group since 2006, celebrated its 125th anniversary last            With the acquisition of EMSA in 2016, Groupe
August with two days of festivities dedicated to its partners, customers and         SEB gained a powerful portfolio of brands in two
its 250 employees and their families. The programme for the celebrations             kitchenware segments, in which it previously had
included a factory visit at the company headquarters in Zuchwil, workshops           little or no presence: food storage and vacuum
on water quality and digital solutions and a preview of the limited edition          flasks. Initially concentrated in Germany, Europe
Schaerer Coffee Art Plus machine.                                                    and the Middle East, EMSA
                                                                                     is starting to expand
                                                                                     wo r ld wi d e , se lli n g i ts
                                                                                     products under the Tefal
                                                                                     brand. At the same time,
                                                                                     Groupe SEB is benefiting
                                                                                     from the expertise and
                                         Acquisition                                 strong growth potential of
                                                                                     EMSA, which has become
                                         of Swizzz Prozzz                            its kitchenware centre of
                                      I n J u n e , G ro u p e S E B p u r s u e d   expertise for all its brands.
                                     its development in kitchenware by
                                     acquiring the Swiss company Swizzz
                                     Prozzz, which specialises in mini hand
                                     choppers with high-performance
                                    multi-blade systems. Simple, easy to
                                    use, affordable and complementing the
                                    Group’s existing ranges, Swizzz Prozzz
                                 products have been sold until now under
                           licence through various kitchenware brands and
have achieved great success; business represents pro forma annual revenue
of around €10 million.
2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT
Innovation
       to make a
                                   difference
 Innovation is at the heart of Groupe SEB’s strategy. Creating value
 for its retail clients, it is a source of progress and satisfaction for
 consumers. It generates profitable growth for the Group, allowing
 it to reinvest in innovation programmes and therefore generate a
 virtuous circle.
02
24    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                  PRODUCTS AND SERVICES
                  Current lifestyles require a strong pace for innovation, in line with the Group’s policy.
                  With this in mind, we aim to provide progress and better living through a dynamic
                  approach to products and innovative solutions. Here are a few examples...

                                                                                                             rotation speed of the blades and
                                                                                                             Triplax Pro geometry pulverise the
                                                                                                             cells of fruit and vegetables into
                                                                                                             particles that are twice as small
                                                                                                             as those produced by traditional
                                                                                                             blenders. Another new launch worth
                                                                                                             mentioning: the Moulinex Personal
                                                                                                             blender is compact and practical,
                                                                                                             allowing preparations to be blend-
                                                                                                             ed in a transportable bottle on the
                                                                                                             go. This travelling blender leads to
                                                                                                             inroads for further innovative tech-
                                                                                                             nological applications designed to
                                                                                                             meet new uses.

                  NEW MOMENTUM IN IRONING                  A FULL RANGE OF BLENDERS
                  In the steam generator market seg-       TO MEET GLOBAL DEMAND
                  ment, Groupe SEB innovates across        Shortage of time, combined with
                  all types of product, from entry level   the popularity of healthy, tasty food
                  to premium. Versions without boil-       with plenty of fruit and vegetables,
                  ers are enjoying great success. Fas-     is boosting the Group’s sales in the
                  teo and Liberty from Tefal and Easy      blenders sector. The Group is ensur-
                  Steam from Rowenta: these af-                             ing it can achieve its
                  fordable products are particularly                        ambitions by devel-
                  popular with consumers who like a                         oping a full range,
                  traditional iron and are looking for                      which is both well
                  the efficiency of a steam generator                       a d a p te d to m a r -
                  in a compact appliance. High-end,                         ke t d e m a n d a n d           RECOGNITION FOR VACUUM
                  the Pro Express Ultimate model                            suitable for world-              CLEANER PERFORMANCE
                  has been extremely well received,                         wide deployment.                 Well-known for offering the best
                  thanks to its new design, power                           In 2017, the Group               balance between eco-performance
                  and exclusive limescale collector,                        launched its Ultra               and silence, Groupe SEB goes be-
                  which is ten times better than the                        Blend high-perfor-               yond the requirements of the new
                  competition.                                              mance blenders:                  European Union energy labelling
                                                                            two high-speed                   for cylinder vacuum cleaners, which
                                                                            blenders, a cooking              stipulates a maximum of 900 watts
                                                                            one and one which                and a noise level restricted to 80
                                                                            i s s e l f - c le a n i n g .   decibels. The leader in cylinder
                                                                            The extremely high               vacuum cleaners, Rowenta stands
INNOVATION   25

out once again this year with the       basket, a mincer and a mini-reser-       launch of more accessible products
launch of the Silence Force Cyclonic    voir. A cake-making kit will be intro-   such as Chef. The acceleration in
AAAA, the quietest bagless vacuum       duced in 2018.                           sales is particularly strong in South-
cleaner, rated A in all four perfor-                                             East Asia, South-Korea and Japan.
mance criteria. The brand is also       TEFAL RIDES THE WAVE                     Of particular note this year is a
launching the new Airforce 360 ver-     OF INDUCTION                             strong surge in stone and copper
satile stick vacuum cleaner, as well    Always on the lookout for new            effect induction products, to which
as robot vacuum cleaners.               trends, Groupe SEB reaps the re-         the Group is responding with the
The new launches have amassed           wards of its multi-material approach     launch of new ranges.
some prestigious awards in 2017:        (stainless steel, aluminium etc.),
Stiwa “GUT” in Germany for the          which has helped to reinforce its
Xtrem Power Cyclonic 4A bagless         global leadership. Tefal has achieved
cylinder vacuum cleaner; “Sehr          a record year with more than 45
GUT” in ETM magazine in Germany         million parts made in Rumilly,
for the Air Force 360, which also       reflecting the industrial power
achieved the best score (5 stars)       of the Group. This growth is pre-
in the lesnumeriques.com test           dominantly driven by the induction
in France.                              market, in which the brand is per-
                                        forming extremely well, with the
COMPANION, THE VERSATILE                leading Expertise range and the
COOKING FOOD PROCESSOR
The range was enhanced in 2017
with Companion XL, featuring a          BODY PARTNER, CONNECTED SCALES WHICH MONITOR BODY SHAPE
three-litre bowl, the largest availa-   With its unique shape sensor connected to a fun body shape monitoring application,
ble on the market! The i-Companion      Body Partner allows users to precisely measure the evolution of their body shape.
and i-Companion XL ranges have                                                The device, launched in France and Turkey
been updated with voice commands                                                  under the Tefal brand, is the only one to
and an audio recipe feature on the                                                  include a system for measuring different
app... very convenient when you                                                      parts of the body (arms, waist, hips,
have your hands full or covered in                                                   thighs and calves). Associated with
flour! The entire Companion uni-                                                     diagnostic scales, to analyse and mo-
verse is expanding, with a wide offer                                                 nitor body composition, and a mobile
of accessories: after the addition                                                    application, Body Partner allows users
of a second bowl in 2015, 2017 saw                                                    to set themselves objectives and moni-
the launch of a large external steam                                                  tor their progress on a daily basis.
02
26    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                   AT THE INTERSECTION OF SKILLS
                   Part of the Group’s DNA for a long time, innovation is everyone’s business
                   and it relies in particular on a rich community of 1,300 employees focussing
                   on benefits for the consumer.

                                                                                                 PROTECTING AND DEFENDING
                                                                                                 PROPERTY
                                                                                                 Industrial property, a true guardian
                                                                                                 of innovation, plays a major role in
                                                                                                 terms of protection and defence.
                                                                                                 It interferes with all R&D players,
                                                                                                 validating the innovative nature of
                                                                                                 their work and protecting innovations,
                                                                                                 from the design stages to commer-
                                                                                                 cial exploitation. In 2017, its scope
                                                                                                 was extended to include EMSA, and
                                                                                                 the team is also working with indus-
                                                                                                 trial property experts at WMF.

                                                                                                 UNDERSTANDING EXPECTATIONS
                                                                                                 The development of a well-adapted
                                                                                                 range of products essentially relies
                                                                                                 on considering markets at an early
                                                                                                 stage, guaranteeing a good under-
                                                                                                 standing of consumers, wherever
                                                                                                 they may be in the world. In view of
                                                                                                 this, Groupe SEB has a selection of
                                                                                                 strategic marketing tools that it rolls
                                                                                                 out. Each year, 50 or so exploratory
                   A SPIRIT OF SHARING                    core technologies, solutions and       studies relating to 30 to 40 products
                   AND OPENNESS                           products, and Design teams, which      are carried out, in order to gain a
                   Innovation is part of Groupe SEB’s     specialise in aesthetics and ergo-     better understanding of consumer
                   DNA. It is the result of multidis-     nomics. Going beyond this internal     expectations and the market. These
                   ciplinary work involving Strategic     organisation, the Group also relies    studies deliver a better perception
                   Marketing teams, whose role is to      on partnerships with major com-        of current major trends, a definitive
                   ensure a good understanding of         panies, start-ups, research centres    view of how domestic equipment
                   markets; R&D teams, which develop      and universities. This openness to     is used and an analysis of brand
                                                          external expertise allows the Group    performance and penetration by
                                                          to benefit from skills that have not   category and product. Together, they
                                                          been developed internally to nurture   lead to the identification of needs
           SEB LAB, A BOOST TO INNOVATION                 its approach to innovation.            that have not yet been addressed,
                                                                                                 opening up new ground. They are
       In 2014, Groupe SEB launched its own SEB                                                  supplemented by studies throughout
       Lab. This company fab lab, based at the Ecully                                            the entire product development pro-
       headquarters since 2016, allows innovation                                                cess and subsequent testing once
       teams to organise working sessions on pro-
                                                                                                 the product has been launched on
       jects, ranging from the initial idea for the
                                                                                                 the market.
       product/service to the creation of a prototype
       and user tests, and to develop projects that are
       still in the early stages of maturity or outside
       the Group’s usual activities.
INNOVATION   27

                               2017 INVESTMENTS: €225 MILLION
                               542 PATENTS REGISTERED WORLDWIDE
                               €10 MILLION INVESTED IN INTELLECTUAL PROPERTY
                               GROUPE SEB IN THE TOP 20
                               FILERS OF PATENTS IN FRANCE

As a complement to these stud-                  that we can serve them better in the            In France, the SEB&YOU community
ies, social listening was increased             future. This approach is very useful            of consumers, set up in December
significantly in 2017. This practice            in countries where it is difficult to go        2015, now includes 3,300 people
consists in a constant watch and                and meet consumers. It was used,                working together with the Group
“listening to” conversations on                 for example, to help develop the                on innovation and product devel-
social networks, in order to harvest            new brand identity for Rowenta: two             opment issues and helping to arbi-
and analyse data supplied by users.             years of online conversations were              trate between various proposals for
The objective is to take consumer               analysed in order to understand                 designs, colours, names etc. Given
requirements into account based on              consumers’ habits and their percep-             the success of this system, there are
what they express spontaneously, so             tion of the brand.                              plans to roll it out gradually to other
                                                                                                countries worldwide.

DESIGN,            CREATING EXPRESSION FOR THE BRAND
 Design is a key element of innovation; it helps to crystallise and structure Research and Development work on solutions that are
     attractive and appealing to consumers and users, while maintaining the coherent expression of our brands, which is crucial to
preserve their strength and recognition.
Designers work on both products and services, including digital applications for our growing
number of connected solutions, such as recommending a recipe based on a user’s profile and
preferences. Their approach is based on and fuelled by an in-depth analysis of needs and trends
in terms of usage, ergonomics and human-machine interaction, as well as colours, materials,
shapes, looks... in order to come up with suitable propositions for tomorrow’s world.”

                                                                                                             Kim Helmbold
                                                                                                            Design Director
02
28    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

                  AN OPEN INNOVATION POLICY
                  The innovation process at Groupe SEB focuses heavily on collaborative approaches,
                  both external and internal.

          MORE THAN 1,500 PROJECTS                        side Plume Labs, a specialist in pro-      lives significantly. The approach can
          RECEIVED IN 2017                                cessing exterior air quality data, to      either be spontaneous, or it could be
          44 COMPANIES FINANCED                           develop the Intense Pur Air Con-           a response to an invitation to tender
          SINCE 2011                                      nected by Rowenta. This air purifier,      launched by the Group’s innovation
                                                          which is connected to an application,      teams for specific requirements that
                                                          will be able to warn users 5-6 hours       have been identified.
                                                          in advance of the air quality forecast
                                                          in their area so that it can be activat-   OPENNESS WITHIN THE GROUP AS
                  ENRICHING PARTNERSHIPS WITH             ed remotely if required.                   WELL!
                  START-UPS                                                                          In September 2017, SEB Lab
                  Through SEB Alliance, its invest-                                                  launched the first edition of its ALL
                  ment fund, Groupe SEB supports                                                     Innovators Challenge for employees
                  innovative companies by forging                                                    at the Group’s headquarters. This
                  R&D partnerships with them. The                                                    participatory approach to innovation
                  targeted companies are start-ups        FOODLE, A COLLABORATIVE                    aims to get employees involved in its
                  with strong technological content       PLATFORM FROM SEB AND ORANGE               dynamic product strategy. Out of the
                  in three key areas: the connected       The collaborative platform Foodle          63 ideas received, 6 were selected
                  world, well-being and sustainable       is the first concrete development          by employees and a special jury.
                  development. In France in 2017, SEB     resulting from a shared investment         They have now been developed and
                  Alliance acquired holdings in Feeli-    in a kitchen ecosystem. Aiming to          prototyped before being put forward
                  green, a specialist in connected cos-   maintain its focus on small kitchen        to a new jury in April 2018.
                  metics, and the Cathay Innovation       equipment and recipes, the Group
                  investment fund.                        began a partnership with Orange
                  At the same time, the Group relies      to develop and deploy the tech-
                  on the expertise of start-ups de-       nical part of the platform. Foodle
                  veloping innovative processes. For      allows each user to receive auto-
                  example, in 2017 it worked along-       matic recipe suggestions from part-
                                                          ner chefs or bloggers, by entering
                                                          their preferences and their Groupe
                                                          SEB products.

                                                          INNOVATE WITH GROUPE SEB
                                                          Always on the look-out for new
                                                          ideas, in 2013 the Group set up
                                                          a portal dedicated to collecting
                                                          innovative suggestions from outside
                                                          the Group. Innovate with Groupe
                                                          SEB is open to all inventors of prod-
                                                          ucts, services or technologies with
                                                          the potential to change consumers’
INNOVATION   29

CREATION OF A GLOBAL INNOVATION CENTRE
In 2018, 230 research, marketing and design employees work alongside one another
at the global innovation centre for small electrical appliances in Ecully.
Until mid-2017, they were distributed across three different sites: two in the Lyon region
for personal care and home care and the third in Selongey, specialising in kitchen
electrics.

Bringing all the expertise, skills and tools from the entire innovation chain together at
one site allows the Group to optimise its innovation process and become more effective
and agile, so that it can always stay in line with the goal of value creation.

 Effective
2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT

           International
                market,                            local
                                                   expertise
                                      Present in more than 150 countries worldwide,
                                                 Groupe SEB combines local expertise
                               with an international approach. Brands, products and
                                     services respond consistently to the demands of
                              their markets, adapting to suit consumer expectations.
02
32    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT
                                                                          International
                                                                          EMEA

                                                                   EUROPE

                 Home cleaning beats all the records

                 Outstanding performance in the home cleaning category means that 2017 will go down in the
                 record books. With its full range of vacuum cleaners – from cylinders with bags to cyclonics
                 and newly launched addition to the range, the versatile Air Force 360 – Groupe SEB has
                 consolidated its leading position in several countries and is gaining market share in Europe.
                                                           In addition to successful introductions in Hungary and
                                                           Russia, the Group achieved strong growth of more than 30%
                                                           in Turkey. The Group is ensuring it has the means to sustain this kind of
                                                           success in Europe, made possible by strong investments in marketing
                                                           and 360° advertising campaigns.
                                                           Launched during the first quarter
                                                           of 2018 in Europe, the Smart Force
                                                           range of robot vacuum cleaners              MORE THAN 1 MILLION
                                                           will provide the Group with new             VACUUM CLEANERS PRODUCED
                                                           opportunities for growth and further        AT THE VERNON SITE IN 2017
                                                           enrich its home cleaning range.

                            ROMANIA                                                        TURKEY

         TEFAL, pancake factory                                 INGENIO reorganises Turkish kitchens
                                                                In a highly competitive market, the launch of the Ingenio
                                                                range is opening up new perspectives in Turkey. Backed
                                                                by a multichannel
                                                                advertising campaign,
                                                                it has made quite
                                                                an entrance. The
                                                                removable handle,
         Tefal reinforced its presence in Romania by
         launching its “Fabrica de cl tit ” campaign last       which can be used
         March. The brand’s pancake pans and frying pans        for frying pans and
         were celebrated with a comprehensive special           saucepans, makes
         operation focusing on a popular dish synonymous        cookware items easy to
         with conviviality in Romania – pancakes. Beyond
         a major poster campaign and promotions with
                                                                store and more versatile
         retailers, Tefal also deployed a high-impact digital   (hob, oven, fridge, table,
         communications approach. Drawing on partnerships       etc.). A genuine growth
         with well-known brand ambassador bloggers and          driver for the Group,
         a strengthened presence on social networks, the
                                                                Ingenio is experiencing
         campaign reached more than two million people.
         This large-scale operation demonstrates the            rapid success in the
         sustained activation dynamic in the Romanian           Turkish market.
         market, which has enabled the Group to increase its
         cookware sales by 30% over the past three years.
INTERNATIONAL   33

                                                         GERMANY
COOK 4 ME, backed by a chef
                                                                               The Krups range of small electrical appliances
                                                                               has chosen its brand ambassador: Steffen
                                                                               Henssler. This famous German chef with
                                                                               a crowd-pleasing sense of humour, who
                                                                               presents a number of TV cookery shows,
                                                                               has demonstrated Krups products in 24
                                                                               German towns and cities with
                                                                               a spectacular show.
                                                                               This was a great PR
                                                                               campaign, resulting
                                                                               in very strong growth
                                                                               in sales for Cook 4 Me.

                                                EGYPT

                                                         Groupe SEB strengthens its position
                                                         Groupe SEB has signed with its long-standing partner in Egypt, the Zahran
                                                         family, an agreement on the merger of small electrical appliances and
                                                         cookware businesses with a view to reinforcing its local manufacturing base
                                                         in Egypt to serve the local and export markets.
                                                         Founded in 1967, Zahran Group is the leading cookware manufacturer in
                                                         Egypt. It has two industrial sites and 11 Zahran-branded stores and employs
                                                         over 700 people. Since 1973, it has been manufacturing and marketing
                                                         cookware under the Tefal and Zahran brands in Egypt.
                                                         With a view to strengthening the current collaboration, Groupe SEB and
                                                         the Zahran family decided to form a new entity, Groupe SEB Egypt Zahran.
                                                         This new company aims at stepping up sales growth in Egypt and taking full
                                                         advantage of the strong potential of the domestic market; by capitalising on
                                                         the relationship of trust built over many years with Zahran.

                                                        B E LG I U M - F R A N C E

CALOR celebrates its 100th birthday!
During September and October, Groupe
SEB Belgium and Groupe SEB France
celebrated Calor’s centenary with a
number of consumer campaigns. As well
as achieving strong visibility for the brand
at points of sale, Calor has launched an
editorial platform called “Le Style c’est
vous”, with Karine Ferri as ambassador
and co-editor of the website. The platform
offers beauty tips and advice and a series
of articles by Karine Ferri, providing a look
back over 100 years of style. A highlight of
these anniversary celebrations was Calor’s
invitation to its most loyal end-consumers
to BHV Marais (Paris) for an exceptional day
out including various events: fashion show,
make-up and hair styling workshops,
round table discussions and a photo studio
with top celebrities!
02
34    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT               International
                                                                     EMEA

                                                             SWEDEN

                                                                                        OBH,
                                                                                        a very masculine attraction
                                                                                        Having made its name thanks to the
                                                                                        quality of its haircare products, OBH
                                                                                        Nordica has entered a new personal care
                                                                                        category: male beauty. Supported by six
                                                                                        influential Swedish bloggers, the full
                                                                                        range of hair trimmers has benefited
                                                                                        from a major digital communications
                                                                                        strategy. An immediate success for the
                                                                                        brand.

                          EUROPE
                                                                  26 MILLION
                                                                  That’s the number of Dolce Gusto coffee machines
                                                                  sold under the Krups brand since their launch in
                                                                  2007. An international success story for the Group
                                                                  in partnership with Nestlé, the various models
                                                                  have taken pride of place in the kitchens of coffee
                                                                  lovers.

                                                                                 UNITED KINGDOM

                                                            Having turned toast into a work of art,
                                                            Tefal is developing a new kind of breakfast,
                                                            this time paying tribute to historic British
      WMF joins the Group’s subsidiaries                    monuments. To promote the Avanti Classic
      2017 was the first year of consolidation for WMF,                                        collection and
                                                                                               its unique design,
      with in particular the gradual takeover of the
      operational management of the WMF Consumer
      business by Groupe SEB market companies. This                                            Tefal toasts
      allows Groupe SEB and WMF teams to pool their
      knowledge of local markets and their expertise in                                        Stonehenge,
                                                                                               Blackpool Tower
      the premium market, so that the WMF brand can
      be developed with the level of discipline required
      by its positioning and in accordance with its                                            and the iconic
      communications platform.
      Only the sales office for the Germany-Austria-                                           telephone box.
      Switzerland region remains in the hands of teams
      working under WMF management in Geislingen,
      in order to maintain the existing expertise in this
      key territory, guarantee continuity of service
      for WMF customers and strengthen the many
      long-term relationships.
INTERNATIONAL   35

           Mass retail, specialist shops, traditional networks, e-commerce, small shops,
           teleshopping... the Group’s strategy targets all relevant distribution channels to reach
           a wide range of consumers, with a sales policy adapted to the specific requirements
           of each channel. The network of own-brand stores, which are both a showcase and
           a special opportunity for close contact with customers, is another brick
           in an organisation flexibly adapted from one country to another.

              1,200                           7%                                            50 MILLION VISITORS A YEAR,
              STORES                          OF GROUP SALES                                WITH 15% MAKING A PURCHASE

                         Consumer
                         -friendly

A NETWORK PROMOTING                           AGILE MANAGEMENT                               WMF, A POWERFUL NETWORK
IMAGE AND SALES                               TO BOOST EFFICIENCY                            Own brand stores are WMF’s primary
Over the years, thanks to its acquisitions,   This network is adapted to suit market         distribution channel and represent 25% of
Groupe SEB has constructed a vast store       requirements and benefits from a flexible      consumer sales in Germany, Austria and
network worldwide. The Group’s own            management approach: store openings to         Switzerland. Most of the 193 stores are
stores provide a showcase, boosting           seize opportunities, closing shops that are    in Germany and Austria. They stand out
its image and providing consumers             not profitable enough, relocating where        thanks to their parquet flooring and light
with access to its products and brands.       necessary and optimising the range.            wooden furniture and they use a black
Above all, however, they are about much       Particular attention is paid to the visual     and white colour scheme to highlight the
more than just sales, offering a genuine      appeal and ergonomics of sales outlets,        premium positioning.
opportunity for direct contact with           which are regularly renovated and
consumers, helping us to understand           modernised. In Turkey, for example,
sales trends and identify consumers’          where the Group has a network of
expectations and desires.                     146 Tefal Home & Cook stores, interior
                                              fittings and decor are redesigned to
                                              satisfy customers as much as possible
                                              and maximise performance.
02
36    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT
                                                                               International
                                                                               Americas

                               BRAZIL                                                             C O LO M B I A

         Colourful ROCHEDO
         A successful launch for the colourful Viva Rochedo
         range! Saucepans and serving dishes with a design
         inspired by street art transform every meal into a
         masterpiece. Rochedo promotes healthy and tasty
         home cooking with its products, inspiring people
         to travel with its simple slogan: Eat well, live well,
         travel always... Viva Rochedo!

                                                                  Dream workshops by Imusa
                                                                  The brands Imusa and Samurai support the social integration of poor
                                                                  communities with sustainable programmes and projects, enhancing personal
                                                                  development and encouraging healthy eating. The “Taller de Sueños”
                                                                  foundation, set up in February, has introduced cookery workshops open
                                                                  to everyone, with thirty or so people making simple meals using local
                                                                  ingredients. Since better living also involves opportunities for learning, the
                                                                  institution has committed itself to providing lessons for coffee professionals
                                                                  and partnerships with local companies to interact with schools. Some of the
                                                                  Group’s employees have volunteered to get involved in this project, which
                                                                  helps to improve the everyday lives of struggling Colombians.

                                                                       MEXICO

         Become a chef with T-FAL
         T-Fal is the exclusive partner of the most popular cookery programme in
         Mexico: Masterchef. Throughout the 19 weeks of the competition, candidates
         cooked using the Group’s products, giving themselves the best chances of
         success. Supplemented by TV ads presented by Chef Betty, the presenter
         of the show and a local star, as well as by products stamped
         with the show’s logo, the campaign has provided the
         brand with incredible visibility, reaching more than
         20 million television viewers and the same number
         of internet users. An exceptional partnership,
         leading to exceptional sales…

            BLENDER SALES
            UP 70% !
INTERNATIONAL   37

                                                            USA

New from KRUPS
Last February, Krups announced the extension of its presence to include mass retail (Walmart, Target etc.), brick-and-mortar
and e-commerce. To mark this event, employees at one of the big name stores were invited to test the new Krups range of
kitchen electrics (coffee makers, coffee grinders, kettles, toasters, waffle makers, fryers, electric beaters etc.) and to give
their opinions on the retailer’s e-commerce site, playing the role of brand ambassadors.

                                      USA                                                         NORTH AMERICA

                                                                                       WMF at Tim Hortons
                                                                                       In the war between the big names in take-
                                                                                       away coffee, it’s always worth having the best
                                                                                       on your side. That’s why Tim Hortons decided
                                                                                       on an association with WMF. The Canadian
                                                                                       restaurant chain, which specialises in coffee
                                                                                       and doughnuts, decided to equip its outlets
                                                                                       in Canada with the latest WMF professional
                                                                                       coffee machines. This means it can offer its
                                                                                       customers a wide range of exceptionally high-
                                                                                       quality drinks, from espresso to cappuccino.

All-Clad takes a road-trip
All-Clad accompanied chef Hugh Acheson
on his road trip to mark the launch
of his new book, “The Chef
& The Slow Cooker”. In 25
cities from the East to the
West Coast of the United
States, the chef promoted
All-Clad slow cookers with
demonstrations and sales of
the dishes he prepared.
02
38    2017 BUSINESS AND SUSTAINABLE DEVELOPMENT REPORT
                                                                              International
                                                                              Asia

                                                                      KOREA

         An everyday ideal home
         To mark the 20th anniversary of its presence in Korea, Tefal launched a website set up like
         an ideal home, in which consumers can discover the brand’s products and their features in
         each room. Short, original videos bring to life the vacuum cleaner in the living room and the
         hairdryer in the bathroom. In May, Groupe SEB Korea went even further by building its ideal
         home in the centre of Seoul. More than 700 professionals, journalists and retail specialists
         were invited to explore this temporary structure and discover the vast portfolio of innovative
         Tefal products, which make everyday lives easier.

                           AUSTRALIA                                                        SOUTH-EAST ASIA

         Trend laboratory                                        Upswing in online sales
         To introduce new product categories to the
         Australian market and test their potential for
                                                                 Groupe SEB has gradually tightened its ties
         success, Groupe SEB chose an original distribution      with Lazada, the leader in online sales in
                                                                 South-East Asia. Thanks to their local
         channel, which has proved its worth: teleshopping.
         In association with the famous Australian TV channel
         TVSN, or Television Shopping Network, Tefal has
         been able to demonstrate the ingenuity of its linen
                                                                 partnership, online sales have grown rapidly
         care and cookware products to local customers.          in Malaysia and Thailand. As Asian consumers
                                                                 prefer to buy their products on the net,
         Choosing the teleshopping route is about testing the
         temperature of the market before launching sales
         through more traditional distribution channels.         Groupe SEB completed its distribution network
                                                                 in these markets, whilst maintaining its historic
                                                                 partnerships with traditional customers.
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