Entrepreneurship: Aubry Dessapt-Laroze (2012), Décoration Chic

I/ Identity

Aubry DESSAPT-LAROZE, EDHEC Grande École 2012, Apprenticeship track

II/ Business venture project

Definition of business venture, market and target:
In a fast-growing decoration market, bolstered by an ever-growing number of specialised TV programmes and dedicated aisles in the major stores, and with home improvements spending the first item on French household budgets, Décoration Chic is an e-boutique specialised in the sale of mid and high end home decor items.
We opted for an online shop rather a bricks and mortar shop for two reasons:
- To benefit from the explosion of online sales that presents good growth prospects with the democratisation of internet use, including the senior market.
-To raise our profile to national level without any geographical location constraints so as to access a market of millions of potential online customers, 24/24 and all year round.
The aim is to become a major player in online home decorating items by the end of 2012.

Size of team:
2 associates including 1 Edhec    

Originality:
•    Home decor items
Décoration Chic considers home decor items as the keystone of all successful interior design. “It’s the little something that makes the difference,” essential for customers who care about their well-being and the image they reflect to others. An accessory can be a decisive feature in all home interiors. Moreover, increasingly, a special item provides the starting point for a new room layout and is the cornerstone of all interior design.

•    The best product offer compromise
Décoration Chic combines the best of the internet (open 24/24 all year round, good quality/price ratio) with the best of traditional shops (well displayed product lines). In effect, our online shop’s main originality lies in the decision to present our products in unique settings that show off and promote the latest interior design trends. Unlike a catalogue, which cannot give a true representation of a product’s’ size, volume and aesthetics, or how it might look in a room, Décoration Chic sets its products in an appropriate context, giving the potential buyer a chance to see the objects as they might look in their home.

•    A sophisticated service offer
So far, specialised online shops have not really developed the full potential of interactive relationships with consumers, even though the community aspect has become a key element in recruiting and developing a loyal customer base. The boom in ‘social shopping’ is proof that today’s customers are increasingly keen to share their experiences and they want to be able to extend their purchasing experience emotions online. That’s why Décoration Chic also offers its customers interior design advice through articles available on its blog/forum. The forum is used for discussion between web browsers and is a great way to raise the profile of our online shop. We also offer a unique and free consulting service based on a simple photo of a customer’s interior.



Growth prospects:

-    International development
-    Creating one job
-    Diversification of product line

III/ What would you like from the Edhec network?   
-    Co-branding partnerships and exchange of contact details with potential partners selling product lines that are similar to our target offer
-    To raise the profile of our online shop via the EDHEC Business School and Alumni communication networks