BIC buys the Djeep lighter factory

BIC has just acquired the Breton factory of Djeep. The world giant thereby confirms its status as leader in Brittany and probably in France.

A purchase that suits BIC very well

Djeep in Brittany means no fewer than 40 employees and no less than 14 million in turnover. This lighter maker, based at Guidel in the Morbihan, is well known for its high-end, customisable lighters. The acquisition amounts to at least 40 million euros.

Djeep had already been bought in 1980 by the Harmeur group, which owns Magimix among others. The group wanted to concentrate solely on household appliances, hence the sale of the Breton company. A windfall for BIC, which did not hesitate to seize the opportunity.

BIC, whose factory is at Redon in Brittany, is buying its first lighter factory since its lighter division began in 1971. Lighter manufacturing accounts for around 35% of the group’s overall sales. The Djeep offer therefore complements BIC’s, which will now be able to offer more upmarket lighters and customisable products. Djeep’s sales volume amounts to 30 million units a year, against 800 million for BIC at Redon alone.

Strong demand for customisable lighters

The major worldwide trend at the moment is the personalisation of all kinds of products. BIC can therefore afford a range of customisable, upmarket lighters to meet its customers’ expectations.

The higher-end lighters offered by Djeep sell for at least 3 euros, whereas BIC lighters sell for a maximum of 2 euros. Djeep lighters are also well established in countries where BIC has struggled to gain a footing, such as Scandinavia.

For the time being, it remains to be seen whether Djeep will keep its name or lose it in favour of BIC. The decision will be taken at the end of 2020.