Where Now Consulting secures distribution partner for client in Nice, France


Where Now Consulting has assisted World-leading office furniture manufacturer and workspace solutions provider, Steelcase in finding an appropriate partner to continue to develop its market in Nice and the surrounding region and continues to assist them with their channel distribution strategy in EMEA.

Alfa Desk, a company specializing in Office Design, Fit-out and Furnishing, selling to SMEs up to large corporates, had an appetite for growth and a desire to move outside of their home market of Rennes in Western France. Where Now Consulting played a key role in successfully helping to select the right partner for Steelcase that was willing and capable of building on the market potential, bringing additional capabilities and had a desire to invest to grow.

Working with Alpha Desk, Where Now Consulting assisted Steelcase in the negotiation and sale of Ellipse, a subsidiary of Steelcase operating as dealer and distributor in the Nice market. Ellipse will form the basis of Alpha Desk’s operations in this new region, from which they aim to grow further.

Alfa Desk is part of the Jeulin Group which operates throughout France, and in some international markets, in sectors as diverse as Renewable Energy, Real Estate, Golf Resorts and Care Homes. The Jeulin Group funded Alfa Desk’s first acquisition in 2007, in Nantes and is looking to replicate this success.

Steelcase was seeking a strong, ambitious, well-connected partner to enhance the existing business it had developed in the region through Ellipse – with this in mind, Alfa Desk fits very well.

Jean-Pierre Barré, Managing Director of Alpha Desk said “Where Now Consulting really helped in harmonising the ambitions and aims of the 3 parties to maximise the future benefit for all. From this perspective I consider that our move into this new market has already been a huge success!”

Andrew Grimmer, Director Where Now Consulting said, “I wish Alpha Desk and Steelcase great success as they continue their development of the Nice region.  Alfa Desk has a winning combination of engaged investors and experienced and driven management who are fully involved and who dedicate time to explore new avenues from a very solid core business.”