"So we've decided to be present in other countries around the world," Nicolas Desjoyaux

1. Desjoyaux dives into the deep end of the
international market
2019 franchise favourites – export strategy
DesjoyauxPools, the leading manufacturer of inground pools in France, is
expanding abroadthanks to an extensive network of importers and its own
subsidiaries.
So much ground has been covered since Jean Desjoyaux, father and grandfather of the present
directors, dug his first pool for his own children back in 1966! This family business empire
now boasts close to 160 points of sale and showrooms in France, and approximately 400
distributed throughout 80 countries. The company first set out to conquer the international
market late in the 1980s. "In those days, we mainly expanded in countries where we had
managed to find reliable partners, like Egypt and the Czech Republic," explains Nicolas
Desjoyaux, export manager and son of the current CEO. But there was a downside to this
strategy: "We were absent from other markets, despite their strong potential for growth."
What's more, the company, which made 91.9 million euros in revenue in 2018, was adversely
impacted by its presence in Greece, Spain and Egypt, three countries shaken by political
unrest, and the financial crisis in 2008. "So we've decided to be present in other countries
around the world," adds Nicolas Desjoyaux, who is aiming to open 100 new stores abroad
within the next 4 years.

2. In-depth knowledge of local markets
This time, the company will be heading for the United States, Brazil, Portugal, Spain, Italy,
Germany and China! And its tactics will be carefully honed. In these countries, all of which
are believed to be strategic (the United States and Brazil are among leading pool markets),
Desjoyaux will be opening up its own subsidiaries to recruit as many dealers as possible.
Other countries, namely Israel, Turkey, Hungary and Georgia, are harder to gain access to, so
the family business will be relying on exclusive importers. They will be in charge of
recruiting franchisees with entrepreneurial talents, 25,000 to 40,000 euros of private capital,
and good relationship-building skills. "Pools aren't staple commodities, so you need to whet
people's appetite!" highlights Nicolas Desjoyaux. These importers will be acting as head-
hunters, and need to know the local market inside out.
"We're not against recruiting French dealers living abroad," adds the export manager,
"provided they have lived in the country for a long time, and know it like the back of their
hand.” But professionals who have worked for rival networks will not be welcome: "We'd
rather our partners didn't have any biases with regard to pools." To stand out on the global
market, Desjoyaux will be relying on its historic innovations, monoblock structures and
pipeless filtration systems, or its more recent designs, such as its pools in kit form, and wood-
framed above-ground pools. The company, which is located in La Fouillouse, near Saint-
Etienne in France, will also be playing on its Made in France image, a real trump card when it
comes to maintaining a lead.
By Christophe Dutheil