Expofranquicia 2007

Interview with José Francisco Muñoz, marketing director of Franquicias del Mueble (Ventura Group), an exhibitor at Expofranquicia 2007"EXPOFRANQUICIA provides a grand showcase, enabling us to present ourselves to potential clients directly and in the flesh."

1.How did your company begin operating?

The Ventura Group began operating in the furniture sector back in 1968, when it opened its first establishment in Alicante. Little by little the company grew, mainly throughout the Mediterranean area, opening new shops, featuring different brands and targeting all sections of the general public.

2.How would you describe your current situation?

Today we are an entirely established company, one that boasts 38 years' experience, 75 establishments (including our own outlets and franchises), more than 130,000 square metres of exhibition space and around 800 employees.

This powerful structure makes our company and our associates the leading force within the furniture market in Spain. Our experience and prestige also ensure that the Ventura Group is the fastest-growing enterprise within this field.

3.How many brands do you have?

Throughout the years, we have created various different brands, which enables us to cater for all market trends. Today we can offer our potential associates six successful formulas, which have been tried and tested over 38 years. In this respect, our franchises are able to choose the formula that best adapts to their character, thus ensuring successful results. The added-value dimension offered by franchises must be respected and boosted by providing an adequate choice.

4.At what point did you decide to franchise your company and why?

The main reason why we chose to embark on our franchising adventure is because we are aware of the restrictions involved in expanding exclusively with the company's own funds and, above all, because we appreciate the added-value dimension offered  by franchisees, especially in terms of the enthusiasm with which they manage their businesses.

It is very difficult to manage shops that are located a thousand kilometres away and franchisees produce better results in terms of turnover and profitability. Furthermore, we began franchising once we had built up a healthy structure, which meant that we were able to guarantee our franchises all the help they required: we have more than 70 employees at our head office, our own information management system, exclusive collections, ongoing training, ...

The success we have enjoyed at our outlets has led us to share our "know-how." For this reason we set up the company known as FRANQUICIAS DEL MUEBLE ("Furniture Franchises") as part of the Ventura Group. This company is entrusted with pursuing the expansion of the group throughout the whole of Spain, issuing the corresponding licenses to use the franchise brands, which consist of the following:
MUEBLE RÚSTIKO, colonial and modern furniture, MAX DESCUENTO, LA MUEBLERÍA, MUEBLES LA FACTORÍA, MUEBLES EL REBAJON, DE LA ARDILLA and DELSOFA

5.What are your current objectives?

We aim to continue our expansion drive in a calm and consistent manner, selecting the best candidates for the best locations, thus ensuring great results from the very beginning. This is the best way of respecting our insignia and our associates, ensuring their ongoing success.

Our rate of growth is good and we must continue along the same lines. The diversity of options we make available to our franchisees ensures them an exclusive image and range of products, enabling them to distinguish themselves from competitors and to specialise. These possibilities make our franchises especially attractive.

6.What are the latest trends in decoration?

 The latest trends are determined by the general public in each outlet at any particular moment, which means that having an almost on-line decoration team ensures that the shop always caters for customer likes and needs. Today it is highly fashionable to combine objects and styles, with colonial and imported items playing a prominent part, together with design and colour. The most important aspect, apart from having the furniture and decoration items on show in the shop, is to ensure that the outlet actually stocks the products that customers would like to have in their homes.

7.What role does EXPOFRANQUICIA play as part of your business strategy?

For FRANQUICIAS DEL MUEBLE, EXPOFRANQUICIA provides a grand showcase, enabling us to present ourselves to potential clients directly and in the flesh. Our attendance is always received with considerable enthusiasm by members of the public at the fair, because we go beyond the conventional type of business that tends to be presented at EXPOFRAQUICIA.

In view of the number and stature of the visitors at the event, we always manage to establish some interesting contacts and achieve good results. The fact that the fair takes place in Madrid means that we are able to present ourselves to clients of considerable interest to us in a geographical sense.
In general terms, due to the beneficial nature of our participation at the fair and the excellent service we receive from the fair at each edition, I am convinced that FRANQUICIAS DEL MUEBLE and EXPOFRANQUICIA will continue working alongside each other for many editions to come.