NOGENT*** : RECLAIMING ITS POSITION THROUGH ACTION

In less than two years, Aymeric Géant has undertaken a far-reaching transformation of Nogent***. Modernising its production facilities, revamping its identity, reorganising its ranges, strengthening its teams, developing new presentation concepts, driving product innovation, expanding in the hospitality sector and accelerating internationally are all part of a comprehensive project designed to restore this century-old manufacturer to the prominence it deserves. More than a simple repositioning, the company is patiently laying the foundations for a new dynamic aimed at firmly establishing Nogent*** among the leading names in French cutlery, both in domestic kitchens and in the professional catering sector. The thinking has not been limited to the products themselves. Nogent*** has completely rethought the way its collections are presented in stores. New packaging, products displayed on cards, new gift sets, harmonised graphic identities, and a completely redesigned catalogue and exhibition stand all serve the same ambition. The aim is to make the range easier to understand, enhance the brand’s visibility on shelves and offer retailers genuine ready-to-sell concepts that are fully in tune with today’s retail codes. Every launch is now part of an overall approach combining design, merchandising and communication.

THE MICRO-SERRATED KNIFE AS A TECHNOLOGICAL SIGNATURE

This growing momentum also draws on a genuine area of expertise. Nogent*** now focuses a significant part of its communication on its micro-serrated knife, one of the manufacturer’s technical signatures. With four teeth per millimetre, this technology delivers remarkable cutting performance, particularly on fruit, vegetables and tomatoes, without crushing them. Digital communication fully supports this approach. Content shared on Instagram and Facebook shows the knives in action and highlights their exceptional cutting performance, a true signature of Nogent***.This focus on demonstration extends well beyond digital channels. A regular exhibitor at the “Made in France” trade show, the manufacturer has found that the user experience is its most effective sales argument. When visitors pick up a Nogent*** knife and try making a few cuts, the difference is immediately apparent. This ability to convince through hands-on experience now informs the company’s entire sales strategy. New sales support tools, video content and demonstrations all seek to recreate this experience, which very often turns a trial into a purchase.

NEW MARKETS TO CONQUER

Exports are now one of Nogent***’s main growth drivers. The brand is initially focusing its efforts on Europe, where it is developing an increasing number of contacts in Scandinavia, the United Kingdom, Finland, Switzerland, Italy and Germany. The strategy is to build brand awareness gradually rather than wait for a distributor to come forward. Several influential retailers are therefore approached directly in order to establish the first local listings. A visible presence on the ground then facilitates discussions with importers and encourages them to commit more quickly. This approach requires greater investment in human resources, but reflects the manufacturer’s determination to build its international development on solid, long-term foundations.

This momentum also supports the development of the hospitality sector. Already used in many professional kitchens, Nogent*** products enjoy strong credibility among chefs. The company now intends to turn this recognition into a genuine commercial presence through a dedicated range, a specific catalogue and close collaboration with specialist wholesalers. Whether in the domestic market, specialist retail, tableware, catering or exports, every initiative ultimately serves the same ambition: to make Nogent*** an essential brand in the years ahead by capitalising on its unique industrial heritage, expertise that is fully mastered in France, and a renewed ability to engage with both consumers and professionals.

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