What Cuisines Morel does

Cuisines Morel is a French manufacturer of bespoke kitchens, bathrooms, storage solutions and living room units, founded in 1932 by Joseph Morel in Lullin, Haute-Savoie and now headquartered in Allinges. The company designs and builds custom interior furnishings combining artisanal woodworking with modern manufacturing, using solid wood, wood veneer and engineered wood panels (with over 60% recycled content) across three French production sites in Haute-Savoie, Bretagne and Gironde. Notable technical differentiators include the 'Fleurs' biosourced kitchen collection — the first in France to use 100% vegetable-based resin from French colza and sunflower seeds via Evertree technology — an in-house paint workshop for color-matching any interior shade, proprietary cross-grained wood door construction, and integrations with Blum (MERIVOBOX, TIP-ON Blumotion), BORA cooktops, Liebherr BioFresh refrigeration, and Dekton/Silestone countertops.

The company is privately held by the Treboux family through STF Group (SARL with €150,000 share capital), employs roughly 200+ people across its factories, and operates exclusively through a network of 150+ franchised and exclusive dealer showrooms across France. Revenue is generated one-time per project through the sale of custom furniture plus dealer-managed installation and project services, with prices quoted per project based on configuration, materials, finishes and appliances; the firm positions itself in the premium/high-end segment of the French kitchen market. Customers are predominantly individual homeowners, with secondary demand from interior designers and architects specifying Morel products for client projects. In April 2025 the company became the first 'Société à Mission' in the custom kitchen and interior fittings sector, embedding sustainability, craftsmanship and local-territory commitments into its statutes, and in 2025 won the RSE 'Coup de coeur du jury' from Ameublement Français.

Name

Cuisines Morel

Legal name

SAS Cuisines Morel SN

Website

https://cuisines-morel.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

51–100 employees

Short description

Cuisines Morel is a French manufacturer of bespoke kitchens, bathrooms, storage solutions and living room units, founded in 1932, serving premium residential customers and interior designers through 150+ dealer showrooms across France and three domestic manufacturing sites.

Ownership category

akta.pro rank

Product category

Custom Kitchen and Interior Furniture Manufacturing

NAICS

Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Wood Kitchen Cabinet and Countertop Manufacturing (337110)

SIC

Wood Household Furniture, (No Upholstered) (2511), Household Furniture (2510)

akta.pro primary industry

Commercial/Builder Kitchen & Bath Showrooms (Trade-Focused) (CRAIAFAK)

Keywords

• Custom kitchen manufacturing
• Bespoke interior furniture
• French kitchen cabinets
• Biosourced kitchen design
• Solid wood furniture

Headquarters

HQ city

Allinges

HQ country

France

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Custom Kitchen Furniture Sales: Sale of bespoke kitchens, bathrooms, storage solutions (dressings), and living room units (coins TV/livings). Products are manufactured to order in three French factories and sold through the dealer network. Each project is custom-designed and priced based on specifications, dimensions, materials, and finishes selected.
2. Installation Services: Dealers provide complete project management including measurement, design, manufacturing coordination, delivery, and professional installation. Some dealers operate their own installation teams.
3. Appliance Integration: Curated selection and integration of premium appliances (Liebherr BioFresh refrigeration, BORA cooktops and vacuum systems) as part of complete kitchen projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Cuisines Morel designs, manufactures, and delivers custom kitchens, bathrooms, walk-in closets, and living-room units made in three French factories from solid wood, wood veneer, and engineered panels. Each project is bespoke—dimensions, finishes, colors, and integrated premium hardware/appliances are configured per customer—and sold exclusively through a 150+ dealer showroom network across France. The company also offers an online 3D configurator, professional installation via dealers, and accessory collections such as the Bocothèque bulk-storage furniture and the Origine par Bina Baitel designer line.

Product overview

Cuisines Morel is a French manufacturer of custom-built interior furnishings founded in 1932, operating as both a designer and factory with three manufacturing sites in Brittany, Haute-Savoie, and soon Gironde. The company offers a unified portfolio of custom kitchen collections (including the Fleurs biosourced line and Origine designer collection), walk-in closets and storage solutions, bathrooms, and TV living spaces—all manufactured in France with over 200 employees. The product ecosystem includes the 3D configurator tool for customer design visualization, the Bocothèque bulk-storage furniture accessory, and partnerships with premium hardware suppliers (Blum) and appliances (BORA, Liebherr) for integrated kitchen solutions. The company positions itself as a high-end, mission-driven manufacturer combining artisanal craftsmanship with modern technology.

Differentiator

Problem solved

Functional benefit

Brands

• Origine par Bina Baitel: Collection of kitchens designed in collaboration with designer Bina Baitel, featuring sensitive and contemporary approach to materials.
• Fleurs

Products and services

• Fleurs Biosourced Kitchen Collection Bespoke kitchen line using 100% vegetable resin from French colza and sunflower seeds (Evertree technology) instead of petrochemical adhesives, eliminating formaldehyde emissions and upcycling edible-oil byproducts; aimed at health- and sustainability-conscious individual homeowners and the designers who specify for them.
• Origine par Bina Baitel Designer kitchen collection created in collaboration with French designer Bina Baitel, featuring refined designs with vertical grooves that interact with wood grain for a contemporary aesthetic; targeted at design-conscious individual homeowners and interior design professionals.
• Cuisines sur-mesure (Custom Kitchen Furniture) Custom-made kitchen furniture manufactured to order in three French factories, available in multiple models (Épurée/Nano, Alcyone, Armelle Classique Chic, Bonnie, Atelier and others) with solid wood, wood veneer, lacquer, or decorative finishes; sold and installed through the Morel dealer network for individual residential projects.
• Dressings et Rangements (Walk-in Closets and Storage) Custom storage solutions including walk-in closets, built-in storage systems, and organized storage furniture for bedrooms and living spaces, manufactured in France and configured per project.
• Salles de Bain (Custom Bathroom Furniture) Custom bathroom furniture and fittings including vanity units, storage solutions and coordinated bathroom designs matching the brand's aesthetic and quality standards; supplied through the Morel dealer network.
• Coins TV (Custom TV Living Spaces) Custom entertainment unit designs and living room storage solutions featuring integrated TV spaces with coordinated wood and finish options, manufactured to order in French factories.
• Bocothèque (Bulk Storage Furniture) Exclusive bulk-storage furniture designed for zero-waste living, featuring visible glass-jar organization integrated into custom kitchen designs; sold as an accessory option within Morel kitchen projects.
• 3D Configurator (Online Kitchen Design Tool) Online 3D visualization tool that lets prospective customers design and preview their custom kitchen in the browser before visiting a Morel dealer showroom; used to pre-qualify projects and feed dealer consultations.

Quantifiable outcome

• 95% of employees report better understanding of company mission after 'Fête de la Mission' event
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• AD MagazineminorGTM or Marketing PartnerMedia partnership for brand exposure to design-conscious interior architecture audience. Magazine features Morel products and collections in editorial content.
• Elle DécorationminorGTM or Marketing PartnerMedia partnership showcasing Morel kitchens and interiors in French design and decoration magazine targeting affluent, style-conscious readers.
• Home MagazineminorGTM or Marketing PartnerMedia partnership for brand visibility in home interior publication reaching readers interested in quality French manufacturing and interior design.
• ETCH CoutellerieminorStrategic or Co-development PartnerGastronomy Month collaboration with French artisan cutlery maker. ETCH produces Japanese-inspired knives with merischer wood handles made in Brittany and blades from Thiers. Joint Instagram contest offering Morel customers chance to win ETCH knife sets.
• EvertreecoreTechnology or IntegrationTechnology partnership for biosourced materials. French company producing 100% vegetable-based resin from colza and sunflower seed byproducts. Enables Morel's Fleurs collection - first biosourced kitchen in France with zero formaldehyde emissions.
• BlumcoreTechnology or IntegrationHardware partnership for drawer systems (MERIVOBOX), TIP-ON Blumotion opening mechanism, and AMBIA-LINE organization inserts. Blum components come with 20-year warranty.
• Eco-maisonminorOthersEco-organization for furniture sector (REP Emballage). Morel is registered as producer under eco-responsibility regulations, paying environmental fees for furniture, packaging, and building materials.
• CITEOminorOthersPackaging waste recovery organization. Morel registered for packaging materials recycling compliance under French environmental regulations.
• Marion Graux (Ceramist)minorStrategic or Co-development PartnerCreative collaboration on 'Juste Mesure' content series exploring interior design philosophy, craftsmanship, and mindful living. Graux creates ceramic pieces featured in Morel content and social media.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• IKEA: Global mass-market furniture and kitchen retailer whose standardized METOD kitchen system competes in the broader French kitchen market. Morel's "anti-IKEA" premium positioning is explicitly defined against this competitor.
• Poggenpohl: German premium kitchen manufacturer with global reach and a heritage brand identity comparable to Morel's upscale positioning. Competes for the same affluent, design-conscious European customer.
• SieMatic: Premium German kitchen manufacturer with showrooms worldwide, offering bespoke premium kitchens comparable in craftsmanship, customization, and quality tier to Morel.
• Bulthaup: Premium German kitchen brand offering high-end architectural kitchens. Comparable in craft positioning and design-led aesthetic, though operating at higher price tiers and via a different distribution model.

Direct peers

• Schmidt Groupe: French premium custom kitchen and interior manufacturer with a nationwide dealer network and similar product portfolio (kitchens, bathrooms, storage). Operates as the closest direct competitor to Cuisines Morel in the French premium-custom segment.
• Cuisine Plus: French kitchen retailer with franchise showrooms offering made-to-measure kitchens; competes with Cuisines Morel for the same residential buyer, albeit with a more accessible price positioning.
• SoCooc: French custom kitchen manufacturer with showroom-based distribution and similar mid-to-premium positioning. Competes directly for the same bespoke residential kitchen buyer in France.
• Arthur Bonnet: French premium custom kitchen manufacturer with a long heritage and dealer network, offering comparable bespoke kitchen, bathroom, and storage solutions to upscale French homeowners.
• Ixina: International kitchen franchise network with strong French presence offering customized kitchens through owned and franchised showrooms, overlapping with Morel's distribution model.
• Mobalpa: French custom kitchen, bathroom, and storage manufacturer with a franchised dealer network across France. Highly comparable business model and product scope, targeting the same residential renovation and new-build customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Cuisines.Morel
• Instagraminstagram.com/morel_1932
• Pinterestpinterest.fr/cuisinesmorel
• Xx.com/Cuisines

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Cuisines Morel