It is an emblematic brand but one that Arc International had not produced for ten years. But like all of its brands created in the sixties, Arcopal retains a strong identity and even a “vintage” aspect that is very popular with consumers today. A little test on Facebook was enough to convince the industrialist to relaunch this sleeping beauty. “We put the model Veronica on Facebook, very identifiable with its blue and green flowers and have collected more than 500,000 likes on Facebook,” said a spokesperson for the company. In six months, Arc International has therefore redesigned eight references (plate, soup plate and bowl) which will be marketed to all major distributors from April at less than 10 euros per pack of 18 pieces.
Gain in price competitiveness
Making prices more attractive is also a novelty at Arc International since the company was taken over in spring 2015 by the American PHP. “Before the takeover, our prices had increased by 20 to 30%,” admits Didier Riebel, the managing director of Arc, who has set the objective of winning back the entry and the mid-range with more reasonable prices. The house’s two “mainstream” brands, Luminarc and Arcoroc, have the ambition to renew around 25% of references by the Frankfurt Motor Show in 2017. In