This Thursday morning, a BFM TV reporter faced an unexpected challenge while testing Duralex's renowned "unbreakable" glasses at a glassworks in La Chapelle-Saint-Mesmin, near Orléans. During the live demonstration, the glasses shattered one after another, leaving both the presenters and the company embarrassed. The incident sparked a wave of humorous responses online, with many viewers enjoying the mishap and some even proposing a "Duralex challenge" to showcase their own crash tests at home. Michaël, a viewer, confirmed the durability of his Duralex glasses after dropping them without breaking.
In response to the incident, Duralex took to its X account to reassure customers by stating that the glasses used during the demonstration were not available for sale. They humorously renamed the glasses to "Le Picardie - Not the BFM TV glasses". This lighthearted approach comes as Duralex aims to boost sales amidst tough competition from Chinese manufacturers and rising inflation. Since August 1, the company has been under employee ownership, with a cooperative model intended to revitalize the brand.
In a bid to promote the "made in France" movement, Duralex recently partnered with Le Slip Français to release a limited edition of its iconic Gigogne glasses, engraved with playful phrases that resonate with schoolchildren. This collaboration is part of a broader strategy to enhance the brand's image and sales following its challenging financial history, including a period of receivership last April. The stakes are high for Duralex as it seeks to recover and thrive in a competitive market.
- The incident at BFM TV not only highlighted the fragility of the glasses but also brought attention to the brand's efforts to regain consumer trust. Duralex's CEO, François Marciano, explained that the glasses tested were previously used in crash tests, which may have contributed to their breaking. This was an important clarification that aimed to mitigate the negative impact of the live demonstration.
- Duralex's commitment to quality and durability is rooted in its long-standing tradition of manufacturing glassware that has been a staple in French homes and school canteens. The brand's motto, derived from Latin, emphasizes the strength of their products. As Duralex navigates these challenges, its innovative collaborations and community-focused ownership model may play a crucial role in its future success.
