JEAN DUBOST : EVOLVING ITS EXPERTISE TO KEEP PACE WITH NEW CONSUMER HABITS

More than a century after it was founded, Jean Dubost continues to develop its collections in keeping with the values that have built its reputation. Based in Viscomtat, near Thiers, the family-run company draws on knife-making expertise passed down from generation to generation and on French manufacturing, which remains at the heart of its offering. Unveiled at Maison&Objet, the new products for the second half of the year reflect changing consumer habits, the return to natural materials, growing expectations in terms of sustainability, and retailers’ needs for effective product presentation and showcasing.

Wood as the Common Thread Running Through the Collection

Wood is the true common thread running through this new collection. Already emblematic of the Jean Dubost universe, it now emerges as a strong signature across several product families combining authenticity, ease of use and timeless elegance.

The new “Oslo” range marks an important step in this evolution. For the first time, Jean Dubost is applying its expertise in woodturning to an innovative and comprehensive collection of small-bladed kitchen tools. The fully rounded handles, made from PEFC-certified beech, provide a particularly comfortable grip and give the collection a warm feel, while the black anodised rivets add a contemporary touch, subtly highlighting the contrast between metal and natural wood.

Built around essential food-preparation tools – a paring knife, tomato knife, steak knife, spreader, peeler and matching chopping board – “Oslo” meets everyday needs with practical formats that are easy to use and store. Featuring a juice groove and an integrated bowl, the board extends the collection’s distinctive identity into food-preparation accessories.

This focus on wood continues throughout the new products. The success of its olive-wood collections has led Jean Dubost to expand the range with a “Ginkgo” salad serving set, a raclette spatula, a new 32 x 15 cm serving board and an aperitif board supplied with a matching Laguiole knife.

For the first time, the “Les Bistrots à la Française” cutlery collection also features olive-wood handles, while the “Tradition” collection introduces a new mix of limed colours – dark blue, dark green, black, red, orange and yellow – on its PEFC-certified beech handles. This evolution allows the iconic collection to keep pace with current trends while retaining the authenticity behind its success.

Sharing Inspires the Collections

Brunches, aperitif dinners, impromptu meals and large gatherings with friends are playing an increasingly important role in consumer habits. Jean Dubost is responding to this evolution by developing a complete product universe devoted to these new moments of conviviality. Centred around the “Jean Dubost Laguiole” collection, the brand brings together bottle openers, corkscrews, cheese knives, steak knives, spreaders, spoons, cocktail picks and serving boards, allowing everyone to create their own assortment, from classic to colourful. Dedicated brunch gift sets complete the offering, while several boards are now available with matching knives, bringing preparation, presentation and tasting together in a single set. This approach also allows specialist retailers to create coherent in-store displays centred around gifting, aperitifs and sharing, while increasing opportunities for complementary sales.

“Sphère”: When Innovation Takes Shape

With “Sphère”, Jean Dubost unveils a creation unlike any other in its range. Entirely made in France, this pocket knife stands out for the purity of its lines as much as for the originality of its mechanism (registered design, Ed.). A solid steel ball integrated into the handle guides the movement of the blade with remarkable fluidity while holding it securely in place when closed. Its development required extensive design work and extremely precise machining to achieve an action that is smooth, precise and durable. Available with either an olive-wood or wenge handle, “Sphère” comes in a new PEFC-certified Kraft cardboard gift box that underlines its premium positioning. It also introduces a new countertop display designed to accommodate the brand’s other pocket knives and waiter’s corkscrews, making it easier to showcase them together within a single display concept.

Merchandising Supports the Move Upmarket

The new products for the second half of the year also further Jean Dubost’s commitment to more responsible product design. The use of PEFC-certified wood is being extended to several collections, while packaging continues to evolve towards increasingly sustainable solutions. The “Sphère” knife is presented in an elegant PEFC-certified Kraft cardboard pillow box, while the “Micro Egg” now also comes in individual PEFC-certified Kraft cardboard packaging. The same approach extends to the tools developed for retail outlets. The new wooden displays make it easy to create dedicated areas for cooking, brunch, aperitifs, gifts or pocket knives. Delivered flat-packed to reduce transport volumes, they can be assembled in just a few moments, making them easy to roll out in stores while contributing to the company’s eco-design strategy. Presented at Maison&Objet, notably in the “Filière France” area, these displays illustrate Jean Dubost’s determination to enhance the in-store customer experience and support retailers with presentation solutions that combine aesthetics, practicality and responsible design.

Source: Home Fashion News #62 – Sept 2026 / Translation: Leila Ahmad