Gers Equipement

What Gers Equipement does

Gers Equipement is a French privately-held B2B concept creator and distributor of household equipment, founded in 1988 in Mirande, Gers, and operating since 2001 as a subsidiary of the Cargo Group. The company designs, sources, and distributes cooking utensils, kitchen preparation tools, tableware, and storage products through a portfolio of nine owned and managed brands — including Sitram (France's #2 cooking utensils brand with 1,200+ SKUs), Geneviève Lethu (table arts, ~50 years of heritage), Equinox (kitchen essentials, 1,000+ permanent SKUs), Bonjour Bonjour, Gimel/Pradel, Créalys, Faveco, Delys, and Les Trouvailles de Grand-Mère — covering four product universes: arts de la table (5,000+ references), culinary preparation (3,000+), cuisson/cooking (2,500+), and storage/rangement.

The company operates an integrated value chain spanning product marketing, design, sourcing, production oversight, quality control (100% pre-shipment testing), packaging, warehousing, logistics, and after-sales service. Its commercial model is anchored on the proprietary "foire avec reprise" concept — invented in 1988/1992 — which delivers pre-stocked themed display boxes to retailer stores and buys back unsold inventory, eliminating retailer stock risk and creating recurring promotional cycles. Gers Equipement sells exclusively B2B to 6,500+ retail accounts across GSA (hypermarkets), GSS (specialist chains), GSB (building supply), and Solderie (discounters) in France and 50+ international markets. Distribution is delivered through a 38-person field sales team visiting accounts bi-weekly, three permanent showrooms (Mirande, Le Blanc-Mesnil/Paris, Shanghai), and a credentialed B2B resupply portal.

Revenue is disclosed at approximately €90M annually, generated by selling 43.4 million products per year (roughly one product per second) and delivering 94,069 pallets annually from 30,000 m² of Mirande-based warehousing supported by 295 collaborators. The company also operates marque de distributeur (MDD/private label) services for retailer-branded product development and has invested in sustainability initiatives including Reforest'Action partnerships (42,658+ trees planted) and FSC-certified packaging.

Name

Gers Equipement

Legal name

GERS EQUIPEMENT

Website

https://gers-equipement.fr

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

Gers Equipement is a French B2B concept creator and multi-brand distributor of household equipment (cooking utensils, kitchenware, tableware) serving 6,500+ retail accounts across 50+ countries through turnkey merchandising solutions and nine owned brands led by Sitram.

Ownership category

akta.pro rank

Product category

Household Equipment & Cookware Distribution

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

akta.pro secondary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Household equipment manufacturing
• Cookware distribution
• Tableware wholesale
• Private label kitchen
• Retail concept services

Headquarters

HQ city

Mirande

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. B2B Product Sales – Permanent Concepts: Sale of permanent product ranges (linéaires permanents, corners, permanents dynamiques) to large retail chains (GSA, GSS, GSB) on an ongoing basis. Ranges span 10,000+ SKUs across kitchen, table, and storage categories.
2. B2B Product Sales – Promotional and Seasonal Concepts: Turnkey promotional modules, seasonal thematic displays, and thematic collections sold to retailers for animated in-store campaigns. Includes massified promotions on pallets and seasonal box concepts with pre-stocked displays.
3. Foire avec Reprise (Trade Shows with Buyback): Invented by Gers Equipement in 1992, this concept delivers pre-stocked, themed box displays to retailers with Gers Equipement buying back unsold inventory after the campaign. This creates recurring annual revenue cycles around themed events.
4. Brand Licensing and Distribution: Distribution and licensing of owned brands (Sitram, Geneviève Lethu, Equinox, Créalys, Gimel/Pradel, Bonjour Bonjour, Faveco, Delys, Les Trouvailles de Grand-Mère) to retail channels, plus private-label/MDD product development for retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Gers Equipement designs, sources, and distributes household equipment, cooking utensils, and tableware for large retail chains. The company operates as a B2B concept creator, delivering turnkey permanent shelf ranges, seasonal and promotional in-store concepts, and exclusive themed collections through a portfolio of nine owned brands plus private-label development capabilities. Sales are conducted via a field force of commercial agents, a credentials-based B2B resupply portal, and three permanent showrooms in France and China.

Product overview

Gers Equipement is a concept creator and distributor of household equipment for cooking and table arts, operating a multi-brand portfolio alongside service-based business concepts. The portfolio includes branded products under SITRAM (cooking utensils, France's #2 brand), Geneviève Lethu (table arts), Bonjour Bonjour (colorful kitchen accessories), Equinox (stainless steel kitchen essentials, flagship brand), Gimel/Pradel (cutlery), Créalys (affordable cooking), and Delys (table settings), supplemented by private label development services. These brands span four product universes: Arts de la table (5,000+ references), Culinary preparation (3,000+ references), Cooking (2,500+ references), and Storage. The company also delivers commercial concepts including permanent gondola solutions, promotional modules, fairs with unsold buyback, custom ranges, and exclusive themed collections. The value chain encompasses product marketing, development, client presentation, sourcing, production quality control, logistics, delivery, and after-sales service.

Differentiator

Problem solved

Functional benefit

Brands

• Sitram: Pioneer of the pressure cooker in the 1960s, SITRAM has developed expertise in stainless steel transformation for all cookware. The 2nd largest cookware brand in France with over 1200 references.
• Geneviève Lethu
• Bonjour Bonjour
• Bonjour Bonjour Planète
• Equinox
• Gimel / Pradel
• Les Trouvailles de Grand-Mère
• Faveco
• Créalys
• Delys

Products and services

• Sitram Sitram is a branded range of cooking utensils (pots, pans, pressure cookers, woks, grills, cocottes) in stainless steel, sold to retailers and ranking as the second-largest cooking utensils brand in France.
• Geneviève Lethu Geneviève Lethu is a branded range of table arts (tableware, dinnerware, table accessories) with nearly 50 years of brand heritage, sold through large-scale retail distribution.
• Bonjour Bonjour Bonjour Bonjour is a branded range of practical, playful, and colorful kitchen accessories and gadgets sold through retail channels.
• Equinox Equinox is a flagship branded range of stainless steel kitchen essentials covering preparation utensils, service accessories, and storage products, with over 1,000 permanent references.
• Gimel / Pradel Gimel and Pradel are traditional French branded ranges of table cutlery and knives with frequently updated collections, sold through retail distribution.
• Créalys Créalys is a branded range of practical and affordable cooking utensils, ovenware, and baking molds in stainless steel, aluminum, and ceramic.
• Delys by Verceral Delys is a branded range of table arts (tableware and glassware) in contemporary colors and forms, covering breakfast, brunch, dinner, and festive meals.
• Les Trouvailles de Grand-Mère Les Trouvailles de Grand-Mère is a branded range of first-quality wooden kitchen utensils with over 20 years of heritage, modernized designs and custom packaging.
• Faveco Faveco is a branded range of trendy, practical trays and storage boxes with contemporary colors and patterns for serving and home organization.
• Bonjour Bonjour Planète Bonjour Bonjour Planète is a sustainable sub-brand offering kitchen products made from recyclable, recycled, or responsibly sourced materials for eco-conscious consumers.
• Private Label / MDD Development Private-label and own-brand development service in which Gers Equipement designs, sources, and produces white-label kitchen and table products for retailer brands.
• Permanent Concepts Permanent Concepts is a turnkey in-store merchandising service that delivers fully designed gondola ends, dynamic permanent displays, and category management solutions covering 10,000+ product references for retailers' permanent shelf ranges.
• Promotional Concepts Promotional Concepts delivers thematic, massified, seasonal promotional modules for point-of-sale animation to boost retailer sell-through and consumer traffic.
• Foires avec Reprise (Fairs with Buyback) Foires avec Reprise is a proprietary concept in which Gers Equipement pre-stocks themed display boxes in stores, runs the promotional event, and buys back all unsold inventory after the campaign, eliminating retailer inventory risk across 15 modular seasonal themes.
• Custom Ranges (Gammes sur mesure) Custom Ranges is a custom product development service that builds retailer-specific product ranges, white-label kitchen and table lines, exclusive store brands, and turnkey loyalty programs.
• Exclusive Collections Exclusive Collections is a service that designs and delivers annual trend-driven themed kitchen and table-art collections created by the Gers Equipement in-house design team, ready for immediate retail sale.

Quantifiable outcome

• 43.4 million products sold per year (approximately 1 product per second)
• +8 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, supporting and minor.

• Reforest'ActioncoreStrategic or Co-development Partner · 1 January 2018Environmental partnership supporting forest restoration projects. Since 2018, Sitram (a Gers Equipement brand) has planted over 15,000 trees through Reforest'Action, storing 2,300 tonnes of CO2, creating 45,000 animal shelters, and generating 61,000 months of oxygen. A campaign of 1 tree planted per product purchased drives consumer engagement. As of the latest update, over 42,658 trees had been planted total.
• Lostis RecyclagecoreStrategic or Co-development PartnerPartnership with French recycling company Lostis Recyclage for the circular economy initiative in cooking product categories. In just 3 years, more than 60 tonnes of raw materials have been collected and recovered through buyback operations conducted in stores with the Sitram brand, closing the loop on product lifecycle.
• Amfori (BSCI / BEPI)coreOthersGers Equipement is a member of amfori, the international business association for open and sustainable trade. Membership commits Gers Equipement's supplier base to the amfori Business Social Compliance Initiative (BSCI) and Business Environmental Performance Initiative (BEPI) codes, covering social and environmental standards for manufacturing facilities.
• FSC (Forest Stewardship Council)supportingOthersGers Equipement prioritizes FSC-certified packaging materials for its wooden products and displays (FSC license number: FSC-C158450), ensuring wood origin from responsibly managed forests.
• CogexminorChannel Partner/ Reseller/ DistributorCogex is featured as a partner company on the Gers Equipement B2B shop portal, providing complementary product categories (hardware, auto, electrical, outdoor/leisure) that extend the offering available to retail clients through a single procurement relationship.
• C2S (C2S-Deco)minorChannel Partner/ Reseller/ DistributorC2S (decoration, furniture, lighting, frames) is presented as a partner on the Gers Equipement B2B shop portal, enabling retail clients to source complementary home décor categories alongside Gers Equipement's kitchen and table products through the same platform.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Guy Degrenne: French tableware and cutlery company distributing to mass retail and B2B channels via showrooms and field sales. Most direct comparison given shared French heritage, multi-category kitchen/tableware positioning, and B2B distribution model.
• Mastrad: French housewares brand specialising in kitchen utensils, bakeware, and accessories distributed through mass retail and specialty channels in France and internationally. Compares closely on product category, French B2B distribution model, and brand-portfolio strategy at smaller scale.
• De Buyer: French manufacturer of professional and consumer cookware (pans, baking moulds, utensils) with strong French heritage, selling to both retail and foodservice. Comparable product universe (Cuisson) and French retail-channel play.
• ARC International: French tableware/glassware manufacturer (Arcoroc, Luminarc, Cristal d'Arques) selling into mass retail, foodservice, and B2B channels. Comparable French manufacturing heritage, tableware category overlap with Delys/Geneviève Lethu, and B2B distribution approach.
• Sabatier: French heritage cutlery and kitchen-knife brand distributed through mass retail, comparable to Gimel/Pradel within Gers Equipement's portfolio. Overlap is on French cutlery heritage and B2B retail distribution.

Broad incumbents

• Groupe SEB (Tefal, Moulinex, Krups): Multi-brand global cookware/small-appliance leader whose brands (Tefal, Moulinex) compete on retail shelves with Sitram and Equinox. Overlap is strongest in cookware and kitchen utensils to mass retail, though SEB is far larger and vertically manufacturing.
• Le Creuset: Iconic global cast-iron cookware and tableware brand sold through mass retail, specialty, and DTC. Overlaps with Sitram and Delys on cookware and table arts but operates at scale, premium positioning, and a heavier direct-to-consumer mix.
• Villeroy & Boch: European tableware, glassware, and bathroom brand with deep retail distribution across Europe. Overlap on table arts category comparable to Geneviève Lethu and Delys, though Villeroy & Boch is far larger and operates across more categories.

Regional players

• Cristel: French premium cookware brand selling detachable-handle stainless steel pans, distributed through retail and direct channels in France and internationally. Comparable on cookware category and French B2B+retail model but more premium-focused than Gers Equipement's mass-market positioning.

Emerging players

• BergHOFF (Berghoff International): Belgian kitchenware and tableware brand distributed globally through mass retail with multi-product portfolio (cookware, knives, kitchen tools, table arts). Comparable multi-category B2B retail-distribution model and brand-portfolio approach at international scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gers-equipement-officiel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gers Equipement