Some projects are born of urgency, others of intuition. For Vincent Darphint, it’s a bit of both. After leaving the household electrical appliance business in 2023 after 14 years there, he started rethinking his career. At the age of 50, he decided he didn’t want to “do the same thing again somewhere else.” So he went, somewhat by chance, to the franchise fair in Paris. He wasn’t looking for a specific sector or product. But he came across a technology that fascinated him and, with it, saw a new professional departure. A few months later, he opened Luxembourg’s very first La Cuisine Louise Verlaine showroom in Leudelange.

The franchise was born in Belgium in 2015 in the workshop of two brothers from Liège, Thomas and Pierre Ioannatos. One is a kitchen designer, the other an IT specialist. Together, they developed an augmented reality visualisation technology that they initially offered to other brands. But without success. Too expensive, too out there. In 2020, they launched their own brand, “La Cuisine Louise Verlaine,” in tribute to their grandmother.

Since then, the network has grown to around 25 shops in Belgium, France and the Netherlands. The arrival in Luxembourg marks further growth, and is in keeping with a dynamic already established, i.e. a tendency to recruit people from backgrounds far outside the sector. The aim, according to the founders, is to give these new arrivals better training in their method and to focus on interpersonal skills rather than knowhow. As a result, many outlets are now run by families, like this new shop where Darphint works alone with his son-in-law, Louis.

Touch Reality, the brand’s differentiating feature

In a sober, bright 182m building, the shop has three kitchens, a laundry room and a lounge area. But it’s in the centre of the showroom that its special feature is to be found: a touch table called “Touch Reality” on which customers position physical cubes representing each element of the kitchen. Sink, fridge, worktop, wall unit or oven: each time they move, the 3D plan is updated on the screen. Fun, interactive and above all immediate.

The demonstration is seductive. It captures attention, stimulates participation and reduces decision-making times. Customers become co-authors of their project, understand its spatial and budgetary constraints, and become more involved. “3D is nothing new,” admits the manager. “But the difference lies in the physical interaction, which is more intuitive, and in a more inclusive approach that allows customers to really take ownership of their project.”

Beyond the interface, the offering also stands out for its range of customisation options. Matte cupboard fronts without handles, textured ceramic tops, integrated appliances… budgets range from €6,000 to over €80,000.

The approach is intended to be as local as possible: “We work with AEG here in Luxembourg for the electrical appliances, with Marbrerie Bertrand or Marbrerie Michelini for the natural stone and with a Luxembourg company for the assembly of the kitchens,” explains the director. These choices are deliberate: “I live in Luxembourg, so I want to promote the Luxembourg ecosystem.”

Leudelange, a strategic choice

The choice of location is not insignificant. After considering the town centre, which was quickly ruled out because of the difficulty of finding premises with parking, the project turned to Leudelange. “The area is easily accessible, with a strategic road junction, the Cloche d’Or and soon the tram,” explains Darphint. “The presence of a large number of businesses in the area also means that we can attract a professional clientele who are already aware of the offer.”

What next? “The main objective is to test the Luxembourg market,” says Darphint. The company wants to observe, adjust and consolidate. But if the startup is successful, one or more other outlets could follow.

This article in French.