Take the lead by choosing Desjoyaux Pools

Learn how choosing a leading brand can become your strategy for success in this interview with M. Nicolas DESJOYAUX, Director & Deputy Chief Executive Officer of Piscines Desjoyaux. Take the lead by choosing Desjoyaux Pools, who are the driving force behind family pools on an industrial scale. Piscines Desjoyaux is a true pioneer in this field, and shines on the international stage with the world’s largest exclusive network. Discover more about this rapidly growing global leader in pool innovation.

1.How did you enter the franchise business?

We are offering our partners some concession contracts which are a little more flexible than franchising because for example there are no entry fees or royalties.

This allows us to be more flexible, but as in franchising, there are common rights and duties. The contracts secure both parties and are very close to the franchise contracts, that is why we participate in franchise exhibitions.

Our partners are private investors, all of them are working in the business later. We have many executives in vocational retraining.

As no royalties are paid, our remuneration is based on the sale of the products that go into the pool production. So it’s a win-win partnership.

2. Where and how did the idea of your concept come from?

In 1966, my grandfather who worked in the building sector built his own swimming pool for his grandchildren and family gathering.

He got requests from many friends and had the idea to make it a business by building a concept that would allow as many people as possible to enjoy having their individual swimming pool.

The objective was to democratize the swimming pool in terms of price and construction means.

3. What inspired the brand name?

Having its name on a product obliges you to make quality and quality only because it is your name that is involved. Consequently, the product must be 100 % perfect.

4. What is the story behind the brand’s logo?

Our first logo was branded “Jean Desjoyaux”, then we simplified it and we enhanced the “J” of Desjoyaux as a reference to “Jean”.

The current logo was created in 1997.

5. What makes your brand different from your competitors?

Our specificity and strength is that

– we are manufacturers (we have our own and exclusive products)

– we give territory exclusivity to our concessions

– we have an international presence

– it is a family business – 3rd generation

– we have a unique and high production capacity, with almost 10,000 pools in 2020. Everything is produced in France with regular investment each year.

Thanks to this high production capacity and automation, we manage to satisfy all demands, even now with +40% demand over the first 6 months of fiscal year 2021!

6. What are the essential qualities that you look for in a franchisee?

In my opinion, these qualities should be a commitment in all senses of the word, business skills and an ability to manage the craftsmen who are their network partners.

The craftsmen are not integrated teams but they are co-contractors trained by Desjoyaux and managed by Desjoyaux local partner.

7. How long does it take, on average, for your franchisee to realize their investment?

ROI 1.5 to 2.5 years, but it depends on the potential of the geographical area and of the performance of the partner.

We always pay attention to the partner’s real potential for development and we carry out studies (especially in France).

8. What was the major challenge you faced in your career, and how did you overcome it?

The major challenge we faced was the 2008 crisis with a 30% drop in turnover.

We had to review and analyse all our processes and boost sales of our entire network. We managed to maintain a positive result despite the loss of turnover!

The whole company and network were mobilised (no concession has been closed) and benefited from my father’s leadership and family business spirit and values.

We even maintained our industrial investments during this crisis and it enabled us to rapidly restart when the crisis was over.

8.1. What is your best achievement?

The recent booming in sales and the expansion of our network in DACH countries – Germany, Austria, Switzerland (we sold 1,000 pools in 2020 and 2,000 in 2021 in this part of the world).

We had 38 points of sales in 2020 in DACH countries, we should have 50 by the end of 2021 and within 5 years we should reach 100!

9. How does your business day start?

I drink a coffee with my father and I stop by to say hello to all my colleagues. It’s a family ritual!

10. What was your best moment throughout your franchise career?

The best part of my job is the community that I created with the network and with the employees: we have very strong links. These are like family ties, like in a marriage.

We won’t always agree, but we continue to work together because we all believe in the product and the project.

11. Where do you see your brand in the next 5 years?

Our objective is to help the subsidiaries to expand (Germany, Spain) and to develop our international network. The objective is to reach 380 points of sale outside France vs. 200 today (170 in France today).

First targets: Germany, Spain, Italy, USA, Brazil.

12. Any tips you want to impart to our readers who want to be in the franchise industry?

To look at the added value that the franchisor brings to you and also make sure that he earns a good living.

To pay attention to the capital structure of the franchisor to ensure that the relationship/business will be long lasting, but also that it is in line with your business philosophy. “This brings me back to my notion of marriage, it’s all about balance”.

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