brandZ | Conforama

Conforama

Company: Steinhoff International Holdings

Brand value: US$1,043 million

Headquarter city: Lognes

Industry: Retail

Year formed: 1967

Conforama is an international home furnishings specialist, with 313 stores in eight European countries selling furniture, accessories, household appliances and other electrical items. The company claims that one in three French households has made a purchase at “Confo”, as it is known, and it has a store within 20 minutes’ reach of 90 percent of French residents. In France, it has 201 stores. Conforama is a discount brand that presents a range of good quality modern styles; it is seen as an affordable trend-setter in the sector. To mark its 50th anniversary in 2017, Conforama produced three films that take a humorous look at the brand and its efforts to stay up to date, using such well-known entertainers including Francky Vincent and Nabilla Benattia. It has also signed a three-year sponsorship deal with the Ligue 1 football league. Outside France, Conforama has stores in Spain, Portugal, Italy, Croatia, Serbia, Luxembourg and Switzerland. Parent company Steinhoff is listed on the Frankfurt Stock Exchange.