Maisons du Monde

Maisons du Monde is a rapidly growing French retailer of decorative items and home furnishings. Maitland/AMO, together with its French partner agency, Havas Worldwide, was appointed in 2016 to advise the retailer ahead of its flotation on the Paris Euronext Exchange.
Challenge

The IPO was announced in a difficult environment for the French market; sentiment was dominated by fears over China growth and new listings had slowed markedly. Maisons du Monde needed to be differentiated from perceived competitors such as Ikea and Conforama. In addition, the validity of its store and online strategy had to be established in a rapidly changing retail market.

Insights

Most of its markets had experienced anaemic growth in recent years but due to its product mix and short design-to-market strategy, Maisons du Monde has been able to grow at a CAGR of above 10%. In order to stand out, the company had to be positioned as a fast-moving retailer, similar to H&M and Zara, but in the area of home furnishings and decoration.

Strategy

• Raise awareness for the IPO and the business through the coordination of a London media road show, to meet global influencer media commentators.
• Emphasise the difficulty of the market environment, the quality of the company and its impressive growth path.
• Effectively promote the company’s equity story, business model, strategy and markets. This involved enhancing support for the offering by developing a narrative for its valuation.
• Create demand tensions between investor groups, both international and domestic.
• Build the company’s profile and credibility for the management.
• Media train management spokespeople to ensure they were well prepared for the task.

Outcome

The IPO received extensive media coverage from the key financial press and commentators, including from the Financial Times’ Lex column and Wall Street Journal’s Heard on the Street. Overall, these opinion formers were supportive of Maisons du Monde’s equity story. The offer was several times over-subscribed and Maisons du Monde’s shares gained 7.6% on the first day of trading on Euronext Paris.