A new decoration brand is arriving in France. Its affordable prices could appeal to lovers of home, travel and small designer objects.
In the highly contested world of decoration, a new brand is preparing to carve out a place for itself in the daily lives of the French. Its name: OCE, for “Original”. “Colorful.” “Essentials”. Behind these three letters, a simple promise: to offer objects for the home and everyday life with a careful aesthetic, inspired by Nordic design, at low prices.
OCE positions itself in the Home & Lifestyle universe, on the border between accessible decoration, everyday objects, pleasure purchases and practical accessories. Its concept is based on a clearly stated idea: “Nordic Design, Amazing Life”. In other words, the brand wants to transform every corner of the house into a simple, warm and elegant space, thanks to functional and designer products.
His main target? Consumers between 18 and 45 years old who are looking for products with a strong aesthetic dimension and inexpensive. To bring them into the store, she arrives with a very wide range. The announced catalog exceeds 2,500 references, covering several worlds of the home and everyday life. There you can find objects related to cooking, well-being, accessories, lifestyle, travel, the bathroom and even soft toys.
Founded in 2014 in Guangzhou (Canton), southern China, OCE now has more than 180 stores worldwide, including 160 in China. In France, its first point of sale opens on the 18th July in the Parc Valvert shopping center, in Sainte-Geneviève-des-Bois. A first step. QFour other stores are planned by the end of 2026. OCE plans to have opened 15 stores in France before the end of next year.
The challenge promises to be considerable for OCE, because the French market for low-cost decoration is already occupied by well-established brands. Action, which has become essential in commercial areas, has reached the milestone of 900 stores in France, while GiFi, another heavyweight in bazaars and accessible decoration, operates more than 500 stores. Added to these giants are Centrakor, which boasts 450 stores in France, and La Foir’Fouille, with nearly 240 stores. Without even mentioning IKEA or the Danish Søstrene Grene. In this context, OCE is therefore not entering virgin territory: to find a place for itself, the brand will have to convince in the face of already very powerful competitors, capable of attracting customers through low prices, the variety of products and a strong local presence.
With its affordable prices, its 2,500 references and its universe inspired by Nordic design, OCE could quickly attract the curious. In a French market fond of affordable decoration and useful but desirable objects, this new international brand is moving forward with an easy to understand promise: to make design more accessible to as many people as possible.
