Frojo is represented in the famous ski resort Val d’Isère in France The Ardile boutique in Marseille exclusively sells Rolex watches business EUROPEAN 7 FROJO SOC Horloger Joaillier depuis 1854 17 Rue Grignan 13006 Marseille France +33 4 91548878 +33 4 91331898 info@frojo.com www.frojo.com ized,” explains Mr. Frojo. “Often, these are pieces from the 1930s or the 1950s with new details. Mostly, the collections encompass gold jewellery with stones for the medium and upper segment of the market. Yet, Charlet is not as luxurious as Frojo.” The latest addition to the group is the AMP franchise business. AMP boasts fanciful silver jewellery. Only recently, the company opened the doors of its first shop. Thanks to the diversification of its product portfolio, Frojo serves a broad clientele, young and old people alike. “Our business is strongly influenced by the seasons,” says the Managing Director. “December and July are particularly strong months. In the luxury market, we have been enjoying tremendous growth rates in the last months. There are strong concentration tendencies in the upper market sector and the brand manufacturers become more selective. They prefer to sell their products via only a few elitist shops. Their demands are extremely high, too. As a result, the boutiques have to restructure in order to be able to meet these increasing requirements. The medium market sector had its boost in 2007/2008. Since then it has been stable. The offer is huge and competition is high. Yet, we believe that the medium market will undergo a shakeout in some years, too. In the fantasy and fashion market, there are many structural players who established retail chains or franchise systems. APM is one of them. Again, we are positive that we will see a market adjustment in a few years.” The roots of the traditional business date back to 1854 when Eugenio Frojo, the great great grandfather of Edouard Frojo, established a small shop. When Edouard Frojo entered the business he started to diversify the company’s activities and established the holding structure. Today, Frojo has a staff of 50 employees and achieves an annual turnover of approximately 20 million EUR. We draw on many years of experience in the market and know it by heart, “ Mr. Frojo explains the company’s success. “We have an excellent reputation and invest much in communication and events. Last but not least, we are diversified and well-structured.” Frojo has all reasons to stay true to its strategy in the coming years, too. “We are a family-run company and lay great emphasis on values and long-term oriented goals,” says Mr. Frojo. “We do not aim at short-term profit but at sustainability. Our strategy made us what we are today and gives us economic stability. Therefore, we will continue our diversification concept. We will enhance our structure in the different market sectors to become even more independent. We believe in communications. We are engaged in several social and sports events, for example. Also, our communications department centrally organises marketing and PR events. Altogether, we are optimistic that we will be able to enhance our market position in the coming years. We enjoy an excellent reputation for our styles and this is a great precondition for further growth.” ❙ The brilliance of beauty
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