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Translated by
Cassidy STEPHENS
Published
Oct 5, 2022
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La Redoute gives itself a new image and unveils its three-year plan

Translated by
Cassidy STEPHENS
Published
Oct 5, 2022

With 2022 being the year in which the Galeries Lafayette group took a 100% stake in La Redoute, after taking a 51% stake in 2017, the French fashion and homeware site is presenting its new three-year plan. Its 2023-2026 plan, named "The great R," lists its development strategy and unveils a new visual identity. La Redoute has given itself a new logo with an 'arty' style.


La Redoute's new visual identity - DR


"Square (like a house) and in motion, it is a chameleon logo with endless variations, in bright colours as well as in bold prints, symbolising La Redoute's adaptability to all households as well as to the trends of its time," said the company, which had already changed its logo in 2012, from green to black.

By changing its logo today, La Redoute wants to show that it has expanded its offer: home and decoration are taking up more and more space alongside clothing. "In less than ten years, La Redoute has changed a lot. But too many people are still unaware of this. So it was time to rework our visual identity. By combining the talent of the Carré Noir agency and a dose of audacity, we chose an image for La Redoute that is true to its personality: pop, colourful, spontaneous, always on the move and resolutely trendy," explained Marie Guillemot, director of the brand and communications.
 
This graphic makeover can be seen on the La Redoute website and application, which have also undergone a complete overhaul, with the idea of offering more inspirational content.



Different variations of the new logo - DR


A new image that accompanies its three-year development ambitions, based on four pillars. The first pillar? Strengthening La Redoute's position in the market by enriching its offer on all channels, including B-to-B.

Secondly, La Redoute intends to expand its international footprint by opening up to new countries, notably the Netherlands, Italy and Germany. The e-tailer also intends to optimise and internationalise its technological and logistical platform. It will therefore proceed with the transition of its in-house product logistics to a new warehouse in Cambrai.
 
Finally, the company led by Philippe Berlan wishes to continue its cultural transformation "in order to make La Redoute a community of responsible entrepreneurs, committed to the achievement of the company's vision." All this while continuing to apply a long-term CSR policy.
 
The point of these four objectives is not to reach a target figure, as the company remains discreet about its balance sheet. It simply states on its website that it has generated a business volume of 1.046 billion euros in 2020, 30% of which was generated abroad.

Claiming more than 12 million unique visitors per month, La Redoute is present on the web but also via a network of 12 shops and 50 corners at Galeries Lafayette.

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