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Chehoma III

Loan Belgium
The iconic Belgian brand for interior decoration and vintage furniture since 1987
Download Terms of Investment
Loan
Investment type
3 years
Investment duration
€13,900
Already invested by crowd
7.00%
Gross interest rate
12 days
Remaining
90
Already 1391% crowdfunded

CHEHOMA is a wholesaler in decorative articles and specialises in the reissue of objects of charm (tableware, decorative objects, lighting and furniture).

For nearly 30 years, Chehoma has offered decoration as a true way of life. Between tradition and modernity, this studio of ambiances seduces more than ever the boutiques of the entire world who share the same sensibility for the authentic charm of furniture drawn from the memories of yesteryear.

Ranging in style from the 18th and 19th centuries, workshop, flea market, industrial, vintage and countryside, the collections in perpetual evolution blend timeless influences with the tendencies of today. From the living room to the garden, passing all the rooms of the house, the collection presents an abundance of different atmospheres and objects tastefully rendered to reveal interiors that look like no other!

A veritable “modern day second hand reseller", Chehoma offers a collection of nearly 4,000 objects distributed among thousands of professional decorating customers in more than 60 countries.

Problem

The trend cycle in decoration is more and more rapidly renewed and is driven by the commercial success of major actors like Ikea who lead to a standardisation of an offer oriented in a Swedish style before any other design and is often very refined.

Although this offer clearly meets an existing need, the market is still looking for a more atypical and eclectic offer.

Moreover, this evolution seems to be moving too quickly from the charm of yesteryear which each time endowed our homes with a unique and warm atmosphere.

Solution

Chehoma takes advantage of this mass migration to establish its dominant position on the timeless charm of the second hand reseller spirit, revisited each season according to new trends.

Thanks to a mix of the original and reissued, Chehoma successfully surfs the wave of ongoing market research of past products and more natural materials.

Intellectual Property

The Chehoma brand is owned by its shareholders and made available to Chehoma through a licensing agreement that runs until 31/12/2020. The contract is renewed automatically for a 3 year period.

The trademark is registered with the Benelux Trademark Office under number 952602.

Major contracts

Our company has not entered into significant contracts that could have a material impact on the financial results.

Strategy

Marketing strategy

Our main efforts and commercial investments are linked to the establishment of our collections at the largest international decoration exhibition which is held twice a year in Paris.

For several years we have published a catalogue with thousands of copies and have invested heavily in digital tools adapted to current purchasing methods.

Regularly our Instagram account is supplied by publications.

Our press officer in Paris regularly ensures the publication of our collections in the most coveted magazines.

E-mail campaigns are launched every two months following news themes.

Distribution strategy

Our distribution strategy is clearly Omnichannel.

Besides the “Salon” distribution channel, orders are also be made by:
• Our local agents (France, USA, Spain, Scandinavia, Portugal, Italy),
• Our website (Chehoma-pro.com) and its mobile applications),
• Our showroom in Belgium.

Internationalization strategy

Chehoma is already recognised internationally and is present in more than 60 countries.

For several years now, we have been placing local agents in our most significant markets to ensure our reputation at the local level. Currently we are negotiating for the English and German markets.

Main partners

All logistical and administrative services are provided by BTM Logistique, another group company.