"Choose well, choose Goal!" The old slogan of the number three of the furniture it always goes well. The company creates envy and indeed could, as revealed yesterday, Les Echos, soon change hands.
Reportedly, no less than five French investment funds have indeed shown interest in the brand of furniture from the current owners, Goldman Sachs and Colony Capital funds and OpCapita (former Merchant Equity Partners). Paragraph (Auchan group) looked at the file, but refrained. The name of the Austrian Lutz teaches that attempts since 2008 to enter France, is also advanced.
Officially, however, the group is not for sale. "No process was launched. Goldman Sachs and Colony Capital, which each hold 48.5% stake in Aim, rather sought a refinancing solution, "says a source close to the two actors, who adds:" They received expressions of interest, among others of Axa Private Equity and PAI, but they will refuse the offers if they are insufficient. "
Develop and design the kitchen
The three shareholders hope to sell Aim for 450 or 500 million euros, valuing the company at about six times its Ebitda (80 million euros in 2011). This is less than what was paid for Conforama Steinhoff – nearly seven times Ebitda – but the amount is close to that that the three had paid Kesa (Darty parent) in March 2008, ie 550 million euros.
Under the leadership of a new CEO, Regis Schultz Purpose managed to change course. The brand is losing its image with cheesy a thorough review of its range. More modern, but also more focused on the shelves carriers, such as decorating and cooking business card. And especially to lower prices, more in line with those of its competitors, thanks to tremendous work on own brands and supplies. Particular aim was to ally Cafom (Habitat-unique.com sale …) and joined the Central Purchasing SELECTIS to buy at cheaper prices.
The fleet of approximately 200 stores, almost unchanged for three years, was renovated. Purpose and City, a store designed for smaller and larger cities where the supply of appliances is only available on the terminals, was born in late 2010.
A nice improvement
The efforts are paying. Last year, sales grew 4.2 Goal% (LFL), reaching 1.8 billion euros. The company gained market share for the third consecutive year, from 9.2% in 2008 to 10.3%, despite the loss of eight franchised stores. But Goal acquired almost as many (five) since the beginning of the year, thanks to 200 million euros released by the sale of the walls of twenty-five stores last November. An operation orchestrated by Colony Capital, as he did at Buffalo Grill and encouraged at Accor. "Certainly, Goal has almost no debt and the bride looks very nice. But, with higher rents, its profitability will be even more difficult, "says one industry expert. Especially since prospects are rather gloomy furniture. In 2011, the market had grown by only 1.5%. "Goal should instead focus a competitor, French or European, who can achieve economies of scale in procurement," says this source.
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