Claude Dozorme challenges itself and strengthen its position to face new challenges
At the helm of the century-old cutlery brand, which he took over nearly three years ago, Didier Perret is full of ideas and resources to keep Claude Dozorme on the path to success. Driven by ambition and pragmatism, his strategy reflects a confident man keen on connecting the brand with younger generations. To do so, he isn’t afraid to challenge himself and shake up the established order. Interview.
What is your main ambition for this year?
Didier Perret – I want to establish a more direct dialogue with consumers, with the dual goal of strengthening the brand’s visibility and attracting a younger audience. This will involve redesigning some collections and launching a new communication strategy.
How are you planning to rethink the catalogue?
D.P – We need to think outside the box to align Claude Dozorme with the new demands of the market. I want to focus on collections that are easy to relate to and with which people can easily envision themselves. Our ideas come from the field, like the new sets that will complement the ‘Berlingot’ collection, born from discussions with partners. This leads me to strengthen the bonds with our best retailers. The goal is to find a new partnership base that focuses on exchanges to better understand customer expectations and give them access to exclusive offers.
What will the catalogue of tomorrow look like?
D.P. – I want us to be less exclusive to attract an audience that is looking for beautiful products for everyday use without necessarily wanting something exceptional. Our challenge is to develop new products that are both modern, practical, and pleasant, exclusive in design but easy to produce. That’s the spirit in which we’ve redesigned the ‘Cuisine 1902’ range, which the visitors at Ambiente 2025 will discover in a refreshed version. On the other hand, we will streamline the offering, which currently ranges from champagne sabers to hunting knives, so that we can better focus on the core products essential to the company’s development.
What is your flexibility for developing new products?
D.P. – Today, at Claude Dozorme, almost everything is made in-house, from blade cutting to marking and control, using French or European materials. For the sourcing of materials and some subcontracting, we are fortunate to rely on the local ecosystem that ensures the long-term sustainability of the Thiernois region. This makes us highly agile and quick to develop prototypes and create small series that can be tested with a few partners, who see this as an opportunity to offer their customers completely new cutlery. This allows us to directly test new ideas in-store and decide on larger-scale production if the test is successful. This flexibility in product development is a real strength.
You are closely monitoring the ‘Origine France Garantie’ certification… What makes it essential in your view?
D.P. – There is still a lot of confusion caused by unscrupulous players, who indiscriminately apply the blue, white, and red banner or names like Paris or France to products made far from here! The consumer is being misled! The certification will reassure consumers and serve as a commitment to defending our craftsmanship. Protecting our interests is essential…
What are your plans to strengthen your local presence?
D.P. – We continue to invest in our industrial equipment. For instance, we have just renewed our laser marking machines and plan to invest in grinding to boost our production capacity. We will also be expanding our premises. The most important thing is that our team is now well-structured. The workshop is equipped with a balanced age distribution, which will help us handle the upcoming retirements.
How is the company expanding internationally?
D.P. – The company is growing internationally. Our strategy is defined, clearer, and we are sticking to it, putting the right tools in place to strengthen our position in the countries where we are already present and to step into the markets we wish to enter. Soon, we will meet our international audience at Ambiente (Frankfurt, February 7–11, 2025). We have also chosen to exhibit at other, less traditional fairs, with the goal of reinvigorating our growth in those regions. At the same time, we haven’t forgotten the French market, which we will now approach differently, with more presence to reconnect with our retailers.
