{"id":122342,"date":"2010-07-26T02:00:00","date_gmt":"2010-07-26T02:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/article\/nocibe-rachete-les-parfumeries-isabelle-atkins-a-patrick-mulliez"},"modified":"2010-07-26T02:00:00","modified_gmt":"2010-07-26T02:00:00","slug":"nocibe-rachete-les-parfumeries-isabelle-atkins-a-patrick-mulliez","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/nocibe-rachete-les-parfumeries-isabelle-atkins-a-patrick-mulliez","title":{"rendered":"Nocibe rach\u00e8te les parfumeries Isabelle Atkins \u00e0 Patrick Mulliez"},"content":{"rendered":"<p>Nocib\u00e9 est un des poids lourds de la parfumerie en France avec plus de 420 magasins dont 20 % en franchise seulement,\u00a0souvent suite aux rachats d&rsquo;enseignes qui avaient d\u00e9j\u00e0 des franchis\u00e9s. La franchise int\u00e9resse Nocib\u00e9 pour les villes moins importantes.<\/p>\n<p>Isabelle Atkins (soit dit en passant, dont le si\u00e8ge est dans le m\u00eame immeuble qu&rsquo;AC Franchise), avec 10 magasins seulement, ne correspond pas \u00e0 la taille habituelle des r\u00e9seaux cr\u00e9\u00e9s par Patrick Mulliez, le fondateur de Kiabi.<\/p>\n<p>Isabelle Atkins avait envisag\u00e9 la franchise pour se d\u00e9velopper en compl\u00e9ment de ses unit\u00e9s en propre, consid\u00e9rant que la taille critique n\u00e9cessaire \u00e0 la rentabilisation de sa plate forme et de sa structure \u00e9tait bien au-del\u00e0 des dix magasins ouverts. Le franchis\u00e9 d&rsquo;Aurillac que nous avions interview\u00e9 \u00e9tait d&rsquo;ailleurs satisfait. Mais l&rsquo;enseigne peinait \u00e0 trouver une rentabilit\u00e9 suffisante, \u00e0 se d\u00e9velopper assez vite et \u00e0 atteindre la taille critique sur ce march\u00e9 hyper concurrentiel o\u00f9 les stocks sont lourds et le pouvoir des marques est incroyablement fort, ce qui n&rsquo;est pas dans les traditions des entreprises\u00a0de la galaxie Mulliez o\u00f9 c&rsquo;est l&rsquo;enseigne qui d\u00e9tient le pouvoir et non le fournisseur.<\/p>\n<p>Fond\u00e9e en 2001, l&rsquo;enseigne a donc finalement pr\u00e9f\u00e9r\u00e9 le rachat par Nocib\u00e9. Ses magasins de\u00a0Beauvais, Leers, Roncq, Leers, Lyon, Strasbourg,\u00a0Bretigny-sur-Orge, Amiens,\u00a0Cambrai et Hazebrouck prendront l&rsquo;enseigne Nocib\u00e9 \u00e0 la rentr\u00e9e.<\/p>\n<p>Nocib\u00e9 (600 millions de CA) gagne plusieurs\u00a0emplacements de grande qualit\u00e9, notamment dans les centres commerciaux Auchan comme Roncq. Cette acquisition le fait progresser d&rsquo;un modeste 5 % de chiffre d&rsquo;affaires et la couverture des territoires encore vierges passera par la franchise plus que par des rachats semble t&rsquo;il.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nocib\u00e9 est un des poids lourds de la parfumerie en France avec plus de 420 magasins dont 20 % en franchise seulement,\u00a0souvent suite aux rachats d&rsquo;enseignes qui avaient d\u00e9j\u00e0 des franchis\u00e9s. La franchise int\u00e9resse Nocib\u00e9 pour les villes moins importantes. Isabelle Atkins (soit dit en passant, dont le si\u00e8ge est dans le m\u00eame immeuble qu&rsquo;AC [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[1],"tags":[1844],"class_list":["post-122342","post","type-post","status-publish","format-standard","hentry","category-actualites-des-reseaux","tag-vie-du-reseau-de-la-franchise","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ISABELLE ATKINS: Nocibe rach\u00e8te les parfumeries Isabelle Atkins \u00e0 Patrick Mulliez<\/title>\n<meta name=\"description\" content=\"Nocib\u00e9 est un des poids lourds de la parfumerie en France avec plus de 420 magasins dont 20 % en franchise seulement,\u00a0souvent suite aux rachats d&#039;enseignes qui avaient d\u00e9j\u00e0 des franchis\u00e9s. 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