Amefa France Orbiting Towards the Future

At Amefa France, 2025 will mark the culmination of the succession plan initiated in 2017: Jean-Michel Parisy, president and co-CEO of the group, will step down from his operational duties in September, handing over the reins to Vincent Beaujeu-Dumontel from Thiers. Together, they outline the structure of this satellite company of the Dutch Amefa group, founded in 1996, with a turnover of €33 million. A solid, profitable, and independent company with exemplary CSR practices, Amefa France has become one of the jewels of French tableware.

What characterises Amefa France?

Jean-Michel Parisy / Vincent Beaujeu-Dumontel – Amefa France is a French company that develops and distributes tableware and kitchenware collections aimed at the widest possible customer base. Operating independently, it is part of the Dutch Amefa group, which owns numerous renowned brands – Couzon, Medard de Noblat, Amefa, Lou Laguiole, Sabatier Trompette, Richardson Sheffield and Cuisinox – some of which are directly managed from France. Amefa France is in charge of product development, supported by an expert team of in-house marketers and designers. Amefa France also has extremely efficient logistics facilities (9,700^M2 of warehouses and offices in France) and supports strong activity with a 97% service rate. Being part of the Amefa group gives us purchasing power and an international product outlook. It’s a cross-disciplinary approach that encourages inspiration and creativity. In France, we employ 83 of the group’s 200 employees.

Why is it so important for the French structure to remain independent?

J-M.P / V.B – When it comes to tableware, each country has its own strong culture. This independence allows us to stay as close as possible to the market and to respond with great precision to our customers’ needs. Our success is based on a detailed analysis and understanding of the market, knowing that Amefa France’s expertise extends to all the markets for which it is responsible: Spain, Italy, the French overseas departments and territories, as well as Latin America and the countries of West Africa. We are also responsible for the American market for the brands we manage directly (Couzon, Lou Laguiole, Medard de Noblat, and Sabatier Trompette). 

What is the scope of your distribution?

J-M.P / V.B – In France, we are present in traditional tableware shops, specialised department stores, e-commerce, the hospitality and catering sector, as well as large-scale retail. We work with differentiated catalogues to protect the revenue and profitability of each partner. Our premium brands are reserved for the selective distribution network. We also place particular focus on private label brands. Retail, CHR, and large-scale distribution represent three segments that hold a balanced share of our sales and drive demand across one another.

You make quality a strong promise. How do you ensure it?

J-M.P / V.B – Amefa’s in-house quality system means that we can control the quality of all our products, even the cheapest ones. We take particular care to ensure the safety and durability of our products by complying with all standards and choosing the best materials. This is what ensures their durability. Through our procedures, we guarantee the quality of our products: 100% of production undergoes inspection in accordance with AQL standards. Amefa and its inspectors maintain close oversight of our partner factories. The company ensures quality and compliance, as well as adherence to manufacturing processes. Our laboratory is equipped with measuring instruments that enable continuous monitoring to meet market and client requirements. Quality also stems from our CSR commitment and the careful selection of our partners – a network of around thirty factories worldwide. Dedicated to upholding rights, the Amefa group has been a member of the AMFORI BSCI organization since 2007. On average, each supplier undergoes an annual audit to verify adherence to the established code of conduct. Our French production follows the same standards.

You are a manufacturer, importer and distributor*. How do you communicate the origin of your products?

J-M.P / V.B – Our primary mission is to develop our brands. The origin of each of our products is clearly stated with full transparency. Our premium brands include a selection of products made in France. The lack of market clarity undermines local manufacturing, which represents part of our activity. Our guiding principle is, above all, the pursuit of the best value for money. Each of our brands is built around a product type linked to a specific distribution channel. When we lack expertise in a product category, we rely on the best partners in the market. For example, Amefa is the exclusive distributor of the Chef&Sommelier brand for French retailers, produced by the glassmaker Arc in northern France.

How is innovation reflected at Amefa France? »
J-M.P / V.B – « We are responsible for the group’s premium brands, but not exclusively, as we also develop more accessible products for the Amefa and Richardson Sheffield brands. Over one hundred new items are introduced each year. Innovation is also reflected in our responsiveness to market changes, such as digitalisation.

CSR is a central focus within the company, yet it’s absent from your communication. Why is that?

J-M.P / V.B – Out of common sense, we implemented a number of measures long ago that now fall within the scope of CSR. Based in Noirétable, in the Thiers area, we feel we have a responsibility to preserve the quality of life of the people who live there. New regulations have prompted us to take our approach even further. The specific nature of our products, which are intended for everyday use by today’s and tomorrow’s consumers, means that we have a duty of care. Our aim is to reduce the impact of our products throughout their life cycle. While we acknowledge the essential role of certifications in bringing order to the market, we firmly believe they should not serve as selling points. Product safety is a prerequisite for market entry. Ensuring minimal impact should, by now, be the standard. at the best value for money, even at entry-level – nothing more, nothing less. Our specifications are rigorous at every level, exceeding legal requirements. This is where we want to focus our communication, steering clear of greenwashing and demonstrating the quality of our products with full transparency. The institutionalisation of CSR has had the merit of prompting us to take stock of our actions and identify areas for improvement. Facing the numbers, facts, and results places the company squarely before its reality and responsibility, serving as a guiding compass.

You say you were a pioneer. Can you give us examples of your achievements?

J-M.P / V.B – Since January 1, 2021 (under the Pacte Law), the sale and distribution of single-use disposable tableware has been regulated. As cutlery experts, our teams immediately sought alternatives to disposable tableware and plastic cutlery. Our eco-friendly, recyclable, and reusable solutions were the first to be introduced to the market.Today, we offer two key ranges, ‘Slim’ and ‘Leaves,’ designed with meticulous attention to detail: the size, thickness, and weight of the cutlery are optimised to ensure easy transport and adapt to an eco-conscious, on-the-go lifestyle.

Managing our environmental impact requires us to rethink product design. Trained in life cycle analysis, we have implemented procedures to significantly reduce our footprint. A charter has been developed to raise awareness among our design, marketing, and purchasing teams.Since December 2021, an evaluation tool has been in place to measure the impact of our packaging. This ‘Eco-store’ package enables teams to assess the current state of key packaging and prioritise action on the most impactful materials. As a result, we are gradually eliminating certain packaging materials, such as staples, glue, and polybags, which are being replaced with tissue paper. Plastic displays are being phased out in favour of eco-friendly solutions like new MDF wood panels.The full integration of an Environmental Management System in compliance with ISO 14001 supports the ongoing structuring of efforts to improve our practices. The commitment of senior management and the involvement of every team member in this quality-driven approach is a key component of Amefa France’s development policy. We have been ISO 9001 certified by the independent verification body TÜV since 2015. This standard guarantees sound management across all phases of the company’s development and requires adherence to a strict set of regulations. Since May 2024, Amefa France has also taken on the challenge of Ecovadis certification, which assesses and rates a company’s performance in areas such as social responsibility, environmental impact, human rights, ethics, and responsible procurement. The first milestone has been achieved with the award of the ‘Committed Company’ badge.

To Vincent Beaujeu-Dumontel : What will be your priority as head of Amefa France?

Vincent Beaujeu-Dumontel – Jean-Michel Parisy is passing on the reins of an exceptionally well-managed company, built over nearly 30 years on strong values, with seriousness, rigor, and intelligence. I aim to uphold this company culture and keep creativity and innovation as driving forces. The multi-year succession plan has allowed me to fully understand my role, and Jean-Michel will continue to provide support as a consultant for some time. I will be able to draw on their experience when needed. Finally, we are finalizing a 3 to 5-year strategic plan that outlines our future directions.

You come from the banking sector. How did you adapt to this new world of tableware?

V.B. – Originally from Viscomtat, I grew up in the Thiers region with two grandfathers who were cutlers. This is, therefore, a return to my roots.In the banking sector, where I held commercial roles, I honed my sales techniques and developed expertise in digitalisation. Today, I bring this experience to Amefa.

Jean-Michel Parisy – Vincent was also the first to develop, alongside a friend who is a cutlery artisan, a configurator that allowed full customisation of pocket knives, which were then made to measure.

What role does e-commerce play in Amefa France’s business?

Vincent Beaujeu-Dumontel – I joined the company in 2017 with the initial mission of developing the digital business. On the eve of the lockdown, the company was ready to implement drop shipping, which turned out to be a great opportunity. In a context favorable to this sales channel, digital activity gained momentum and has continued to grow ever since.

This dynamic has increased our visibility and benefited our partners, who appreciate our commitment to maintaining our pricing and commercial policies. We integrate digital across all customer segments, and we no longer differentiate between physical and online clients, as the two activities are now deeply interconnected.

What about the use of artificial intelligence (AI)?

V.B. – When used effectively, it provides an additional strength for companies. We are only at the beginning. To relieve the customer service team (ADV) of certain repetitive and time-consuming tasks during after-sales processing, an AI assistant has been implemented, allowing them to focus on higher value-added activities. Another AI project is currently underway with the marketing teams.

What do you see as your biggest challenges for the future?

V.B. –There are many, especially in the current geopolitical context. It is clear that we must closely monitor the ongoing transformation in distribution. This will create new expectations and likely reshape relationships with certain players. At Amefa France, we have the agility needed to support these changes. The company is well-equipped to meet these challenges, with the goal of expanding its influence across France through its various distribution channels. To achieve this, I can rely on an incredible team that has rejuvenated by eight years as part of the succession process. The younger members of the team will be valuable allies in understanding new consumer trends and evolving purchasing behaviors. Our aim is to digitise all services, particularly logistics. We will continue developing the brands in line with their values, ensuring the company remains in the realm of excellence. For this, we can count on the talent of Valérie Watteau, our marketing director, who fiercely protects these values. I look to the future with great enthusiasm and many projects in mind, as I take on the honor of leading Amefa France.

Amefa France : Strong local roots and a human adventure

Amefa France is above all a human adventure in the heart of a rural area, near Thiers in the Auvergne, where the company develops tableware brands. People are at the heart of the company’s strategy, and every employee contributes to its development. ‘Fairness is an important principle at Amefa France, and is fundamental to cohesion and team spirit. We give preference to permanent contracts in order to create long-term commitments with our employees. To recognise the efforts of our employees, our profit-sharing and incentive agreement ensures an equal distribution of profits, based on time worked rather than salary or employee status. (In 2023, the distributed profit-sharing amounted to 3.1 times the minimum wage per employee, editor’s note.) » highlights Jean-Michel Parisy

The company employs 83 people, with around 15 dedicated to sales and about 20 focused on product marketing.
There is gender parity within the management team, and women make up 74% of the overall workforce.

53% of employees have contracts allowing them to work 35 hours per week over four days. The company’s warehouses in Noirétable, where the headquarters are located, are complemented by an office in Paris.

The company places a strong emphasis on upskilling its employees to adapt to the digitalisation of work processes and enhance individual performance.

Amefa oversees brands, each with a clear territory.

Couzon

Couzon is a French brand of accessible luxury, dedicated to the art of the table and cultivating excellence since 1947. With a unique and original style, its products are the result of the work of its team of in-house designers who seek the perfect balance between modernity and functionality. By creating products that are simple, beautiful and effective, the brand leaves its mark on everyday tables and on special occasions. As part of an ongoing creative process, it relies on strict and rigorous manufacturing processes. In terms of quality, Couzon prioritizes the best steels (18/10) and the highest manufacturing standards to satisfy both the general public and the most demanding professionals. Owned by Amefa since 2005, the brand has refocused on contemporary design and a premium approach. Its new, exclusive lines have enabled it to expand around the world and become a benchmark brand in many countries. The brand known for its cutlery and tableware will soon be extending its expertise to new product categories

Medard de Noblat

Médard de Noblat is the legacy of a porcelain company with unique expertise, founded in Limoges in 1836. In recent history, Georges Médard, who sold the company to Amefa France in 2010, became one of the first Limoges porcelain manufacturers to adopt isostatic presses. These presses revolutionised porcelain production, enhancing both productivity and product quality. The brand’s porcelain and stoneware collections are contemporary and refined. Textured finishes, elegant shapes, diverse forms, and shimmering patterns and colours make up its creative palette— inspired by current trends— allowing for personalised and original table settings. In 2014, the ‘Yaka’ collection received the Design Star award from l’Observateur du design and was exhibited at the Cité des Sciences et de l’Industrie in Paris. With the addition to its teams of the founder of Sibo Homeconcept, from which it operates several collections, the brand aims to evolve into a more global lifestyle offering.

Amefa

Apeldoornsche Messenfabriek (Apeldoorn Knife Factory) was founded by Eugen Hollaender in 1931. At the age of 25, he arrived in Apeldoorn (Netherlands) from Germany and established his own razor blade business. Growing competition in the 1940s prompted him to shift towards cutlery production, a sector in which the brand would become a global giant. Amefa boasts unrivalled expertise in the development and manufacture of cutlery and knives. Regardless of the level of finish, Amefa demands the highest quality for its products. The brand offers a wide selection of cutlery and kitchen knives. Whether classic or contemporary, with stainless steel, wooden, or coloured handles, Amefa’s products cater to a variety of tastes and are available across a broad price range.

Lou Laguiole

The traditional Laguiole bee has been reinvented in table cutlery and steak knives. Lou Laguiole brings an original and contemporary touch to the ancestral design of the famous Laguiole knife. Creative and popular, the brand embodies an authentic yet modern lifestyle for consumers seeking simple, high-quality products. With options ranging from full stainless steel to wooden or colourful handles, the collection offers a wide variety of finishes to suit every taste.

Sabatier Trompette

The Sabatier knife is a high-end professional tool designed for chefs and butchers. Born in Thiers in 1874, the Sabatier Trompette brand carries on this tradition. Its knife ranges are crafted to meet the specific needs of culinary preparation. Blade shape with a rounded spine, ergonomics, weight, and balance are carefully studied to create perfect tools for both amateur and professional chefs. Made from high-performance MoV steel, its blades are renowned for their durability, hardness, and sharp edge—enhanced further by leather polishing.

Cuisinox

Cuisinox is a brand dedicated to the culinary world, founded in 1967. Designed for cooking and gastronomy enthusiasts, Cuisinox offers some of the best value for money on the market, alongside meticulous design. The collections are crafted from stainless steel with thick bases, making them suitable for all heat sources and cooking methods. They are made from premium materials, featuring high-quality coatings and refined finishes that retain their lustre over time. Stylish and elegant, Cuisinox ranges stand out for their cooking performance, durability, ergonomic design, safety, and ease of storage.

Richardson Sheffield

Established in 1839 in Sheffield, UK, Richardson Sheffield has built a reputation as a leading cutlery brand by developing kitchen knife ranges to satisfy both culinary enthusiasts and home cooks. The brand offers collections across all price points, from everyday products to premium ranges, with a constant focus on quality and design – creating sharp, safe knives that offer maximum comfort and ease of use.

Carbon Footprint

Amefa France conducted its carbon footprint assessment for 2023 in partnership with the Aktio platform, continuing its ISO approach and Ecovadis certification. The report is published on Openclimat, allowing all stakeholders to consult it and monitor the progress of the action plan that Amefa France will implement in the coming years, as part of the tertiary decree: Éco Énergie Tertiaire (DEET) scheme.

Amefa France, a pioneer in its decarbonisation efforts, extends its 2023 carbon footprint assessment to the product level. To achieve this, 12 product families have been defined to ensure the most accurate possible approach in calculating carbon equivalence. For now, Amefa France can respond to stakeholder requests (mainly clients) with figures whose calculation process is certified. Information intended for end consumers will soon be available.

The History of Amefa France

1931 – Amefa founded in the Netherlands, producing razor blades.

1941 – Expansion of production in Neede, Netherlands.

1948 – Inauguration of a production plant in Johannesburg, South Africa, marking the shift towards tableware cutlery.

1956 – First imports from Japan.

1958 – Amefa Solingen established in Germany.

1996 – Creation of Amefa France.

1998 – Amefa becomes one of the leading players in the global cutlery market.

2006 – Acquisition of the Couzon brand.

2007 – Acquisition of the Richardson Sheffield brand.

2010 – Acquisition of the Medard de Noblat brand.

2014 – Registration of the Lou Laguiole brand.

About the Amefa Group

Amefa France is one of the seven subsidiaries of the Amefa Group. The parent company is based in Apeldoorn, the Netherlands, with other subsidiaries located in Germany, the United Kingdom, Poland, China, and the United States. Originally a manufacturing company, the Amefa Group has grown to become a leader in the tableware and kitchenware market. Its  marketing teams design, invent, and create numerous models aimed at enhancing and simplifying everyday life. With diverse sales channels, the group caters to both professionals and consumers, establishing a presence in over 65 countries. Amefa and its inspectors maintain close relationships with its 30 partner factories.

Source: Home Fashion News Magazine – January 2025 / HFN56