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Ameublement - Murinfo.com

Ameublement

 

Ameublement

C’est un marché très large où les professionnels ont tendance à se spécialiser, faute de pouvoir présenter une gamme suffisamment importante dans tous les segments.

Définition de la profession
L’activité consiste à vendre des meubles « meublants » (salons, bureaux, chambres, salles à manger), des sièges, des meubles de cuisine et de salle de bains, de la literie, des petits meubles et du mobilier de jardin. C’est un marché très large où les professionnels ont tendance à se spécialiser, faute de pouvoir présenter une gamme suffisamment importante dans tous les segments.

Contexte actuel
Le nombre de points de vente a considérablement diminué au profit de grandes enseignes type Conforama, Ikea ou But qui phagocytent désormais près de 50 % des parts de marché (en valeur).
L’époque est marquée par une prédominance des meubles contemporains au détriment des meubles de style dont les ventes déclinent.
Même si la part du meuble dans les dépenses ne cesse de décroître, l’évolution globale de la société est plutôt favorable au secteur, comme en témoigne l’intérêt croissant que portent les Français à leur domicile. Le meuble n’est plus uniquement perçu comme un achat d’équipement mais il est devenu un achat plaisir.
Ceci étant, et même s’ils ont toujours envie de soigner leur intérieur, nos compatriotes font aujourd’hui plus attention : ils achètent des produits meilleur marché, dans des matériaux moins onéreux.

Conditions d’exploitation
Aucun diplôme n’est requis pour exercer le métier. Il est néanmoins primordial de connaître les tendances fortes du marché.

Réglementation en vigueur
Mis à part les règles du droit de la distribution concernant l’étiquetage ou les prix, l’activité ne présente aucune spécificité en terme de réglementation.
Notons, toutefois, que l’usage du mot « massif » pour désigner le bois employé, est réglementé en ameublement.

Les éléments financiers
Le barème d’évaluation Francis Lefebvre estime la valeur d’un fonds de commerce d’ameublement entre 20 et 80 % du chiffre d’affaires annuel TTC. L’amplitude de la fourchette s’explique par la vétusté de certaines affaires, le marché n’étant pas encore définitivement « régulé ».

CA HT annuel moyen

Marge brute

Charges de personnel

Résultat courant

Evaluation du fonds de commerce

Budget ameublement moyen par ménage

96 570 €

46,9 % du CA

3,9 %

11 % du CA

Entre 20 et 80 % du CA annuel TTC

354 euros

Source : APCE&FCGA

Précision
Ces ratios concernent des entreprises individuelles avec un effectif moyen de 1,2 personne (exploitant compris). Le coefficient multiplicateur entre prix d’achat hors taxe et prix de vente oscille entre 1,60 et 2,35 selon la qualité des marchandises.

Equipements-Immobilisations
Même si le marché est aujourd’hui dominé par la grande distribution, il reste de l’espoir et de la place pour les indépendants. Certaines affaires sur le marché sont, du reste, intéressantes à étudier, à condition de ne pas acheter le stock trop cher.

Surface minimum

Loyer

Valeur du stock
(pour un magasin de 100m²)

Crédit fournisseurs

100m²

maxi 5 % du CA

15 000 €

55 jours

Source : APCE&FCGA

Précision
Attention au stock, celui-ci représente une immobilisation de capital très importante. Notons, par ailleurs, que l’on majore de 10% la valeur d’un fonds lorsqu’il s’agit de meubles de style.

A savoir
- Le secteur évoluant très vite, un bon professionnel doit anticiper les modes de vie. Ce qui suppose de connaître parfaitement les tendances, en se rendant, notamment, dans les différents salons comme celui de Paris ou « Maisons&Objets » à Villepinte.

- Meubler sa maison étant devenu un plaisir, le consommateur picore, butine, d’un magasin à un autre, n’hésitant pas à associer des meubles de style à du Ikea ! Cette « destructuration » peut profiter aux indépendants, à condition que ceux-ci proposent une offre complémentaire et originale.

- Le client est de plus en plus attiré par le petit meuble au détriment des gros ensembles. Là encore, c’est une opportunité pour les détaillants souvent en proie à un manque d’espace pour entreposer et présenter des meubles volumineux.

- Le niveau d’exigence du client s’est accru : proposer des meubles de qualité ne suffit plus ! Il faut soigner l’accueil, le conseil mais aussi proposer des services annexes comme la livraison dans des délais raisonnables.

- Attention à ne pas privilégier la seule commodité d’accès : l’ameublement est devenu un achat d’impulsion, de moins en moins compatible avec les hangars en entrée de ville qui ne font pas rêver.

Adresses utiles
- Fédération française du négoce, de l’ameublement et de l’équipement de la maison - FNAEM, 59 rue Saint Lazare 75009 Paris - 01.42.85.87.55

- Institut de promotion et d’étude de l’ameublement - IPEA, 37 avenue Daumesnil 75012 Paris - 01.46.28.21.21
- Union nationale des industries françaises de l’ameublement - UNIFA, 28 bis avenue Daumesnil 75012 Paris - 01.44.68.18.00

Sites Internet utiles

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