FranceToner, a name that resonates in memories, thanks to its television advertisements and its logo: a duck.It is in Vron that the company of 17 employees has its headquarters.More than ever, it intends to preserve the purchasing power of its 2 million customers.On average, a French household spends 150 euros each year on ink cartridges.A position that exploded with the pandemic: printing of exit permits, class at school and teleworking which has continued to develop... Sheltered in the bucolic village of Vron, FranceToner, known nationally for its advertising films with powerful messages , rides the wave.Founded in 2000, the company now has 2 million customers: 60% individuals and 40% companies, including large accounts that benefit from a professional agency in Lille.This represents approximately one million units sold per year (75% FranceToner and 25% generic/original branded products), these units being made up of one to six consumables.FranceToner is today the French leader in Internet sales with prices up to 50% lower, a preserved manufacturer's warranty and a two-year product warranty.With the disappearance of French and European suppliers, the company had to turn 90% to Asia for manufacturing.The head office employs 17 people, including seven people dedicated to logistics.From Monday to Friday between 2,000 and 4,500 packages are shipped, 24 to 48 hours after the order is placed, from Vron, with Monday being the busiest day.January and September are the two strongest sales periods.The market shares still to be taken are colossal because FranceToner represents only 10% of the sale of consumables and for good reason: "Too many people think that a compatible ink cartridge can damage their equipment, all of this because manufacturers of printers have conveyed anxiety-provoking messages, assures Jérôme de France, the founder who previously worked in a company reconditioning genuine cartridges.Even today, messages are displayed informing that the cartridge is not genuine and asking the user if they want to continue.If our products were harmful, we wouldn't have 2 million customers, and 97% satisfied, who remain loyal to us.»For him, there is only one reality: “The printer market is a captive market,” he explains.When you take one, you have to take the spare parts that go with it.Some printers are inexpensive.Manufacturers make up for it with cartridges, consumables… the margins they make are colossal.Buying branded cartridges often costs the same as buying a new printer already equipped with cartridges, it's absurd.Not to mention that there are 150,000 cartridge references for 35,000 printer models.They know that those who develop compatible cartridges are going to have to invest a lot of money… I want to improve my customers' purchasing power.»Large brands offer ink bars, customers can bring their empty cartridges and have them refilled.Jérôme de France is critical and thinks that it will not last: “The problem is that a cartridge is very technological.For example, each has a very specific ink.Nozzles can dry out and become clogged.In the same way, it is necessary to put the mask well so that the ink does not dry out.»A discreet company, FranceToner relies on a duck as its logo (memories from the years of wildlife photographer Jérôme de France) and eye-catching yellow and black colors.Since 2005, its commercials have been just as striking, like the last one which compares the price of cartridges from a named manufacturer to that of FranceToner.The company has also embarked on sponsorship, in sports such as Formula 1 - the logo appears on the suit of Fernando Alonso who drives an Alpine F1team - or downhill skiing.FranceToner also sponsors the reality and adventure show Koh Lanta on TF1.Issue 3938 of 14/06/2022 - Ed. SommeIssue 3938 of 06/14/2022 - Ed. Aisne