Brand Strategy

KOSTUM, a brand launched at the end of 2016 by the Cadiou group, reflects the evolution of the company's strategy and the desire to reposition its brand message, validated by the Cadiouvision 2020 strategic plan. By offering a comprehensive range (gates, gates, fences, screens, and railings), the group intends to become the benchmark in outdoor living space design. With the same momentum, the CADIOU team is structuring its "trade" offering and creating the CÔTÉ PORTAILS brand dedicated to general trade.

Cadiouvision 2020: strategic plan of the Cadiou group

The outline of this plan was established on the results of a survey conducted among the group's customers and partners. 

"Until now focused on gates and fences, and more recently on railings, the group is moving towards a comprehensive offering for structuring outdoor spaces," explains Emmanuelle Legault , CEO of the Cadiou group.

The Cadiouvision 2020 strategic plan focuses on the medium term: three years to develop Cadiou and its brands with the help of all its employees. The group is taking a new step forward and building its brand message.

The Cadiou group, employer and institutional brand

With over 40 years of experience, the Cadiou Group is now structuring its brand message. This is one of the most important actions stemming from the strategic plan.

“Cadiou is becoming the employer and institutional brand. It reflects the values ​​of the group and its employees, its roots, its expertise, its commitments, and its convictions. At Cadiou, we believe in the authenticity of things, people, and the relationships between them, in the integrity of actions, and in the sustainability of solutions. This was passed down to us by the company's founder, Ronan Cadiou. We intend to continue acting in an exemplary, conscious, and responsible manner to achieve our ambition: to guarantee our clients' peace of mind by offering them cutting-edge, sustainable, and exclusive solutions,” continues Emmanuelle Legault.

A new corporate website, cadiou.bzh, will be launched this summer. It will present the group's history, its brands, its beliefs and commitments, and its HR and CSR policies.

KOSTUM, symbol of a vision and an ambition

It was therefore to initiate and illustrate its new brand message - to be the benchmark in terms of outdoor living space design - that Cadiou launched KOSTUM at the end of 2016.

KOSTUM offers tailor-made products with high-quality and durable finishes.

“KOSTUM caters to individuals who want to create their own project, control it, and expect tailor-made services. It is a professional, experienced and expert craftsman-installer who will install the gate with precision and attention to detail,” says Emmanuelle Legault.

KOSTUM is about accessible design - the right aesthetic at the forefront of the latest trends, while resisting fads - to enhance outdoor living spaces.

The brand expresses the Cadiou group's commitment to work well done, to sustainable and environmentally friendly solutions.

The new catalog brings together all of the Cadiou group's high-end products. It's a veritable "trend book." The existing kostum.fr website will quickly evolve to offer more visuals evocative of outdoor ambiances in keeping with each individual's home.

CÔTE PORTAILS, a real proximity with installers

In pursuit of its brand discourse structuring, Cadiou is launching CÔTÉ PORTAILS: a brand dedicated to general trading.

CÔTÉ PORTAILS is a high-quality, simple, and affordable brand. It offers a complete range of gates, fences, and railings in aluminum and PVC.

“COTÉ PORTAILS is aimed at individuals who want a simple, accessible and high-quality product. It is a generalist professional (mason, plasterer, etc.) who can easily install the product without necessarily being an expert in the field,” explains Emmanuelle Legault.

Simple, because the brand offers an expanded range of standard products (18 models), lighter finishes, and a clearer range of motorization and home automation. Accessible, because it includes a custom-made "Essential" aluminum range with optimized materials and finishes. High-quality, because it benefits from Cadiou's expertise: hand-assembled, providing complete solutions with varied options, a 10-year manufacturing and coating warranty, Cadiou logistics, and a sales network of 12 representatives throughout France.

The new catalog is available upon request.