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21 January 2021 – 9.30 to 10.30 am (CTT)


Introduction: Claire de Longeaux – Museum Connections – Event Director

Moderation: Antoine Roland – Correspondances Digitales

With the testimony of Domaine National de Chambord – Jérôme Pellé – Head of the Boutiques department – Communication, brand and sponsorship department


Since 2005, the “Domaine National de Chambord” has been placed under the supervision of the French Ministry of Agriculture and Food. The Estate is 92% self-financed. The activities of the shops generate 3 million Euros in turnover. The average basket per visitor is 17 euros. (2019 figures)

For a few years now, the “Domaine National de Chambord” has been developing a range of new products under the brand “Chateau de Chambord” (Brand development strategy)

– First plantation of vineyards in Chambord in 2005 – Sales of wines started in 2018

– Honey from Chambord

– Birch Water from Chambord

2018: Distribution of vegetables from the gardens (expanding from a surface of 1000 sqm to 5.5 hectares now) in the Chambord shop or in a local distribution network (restaurants around the Estate – Including “La Maison d’à côté” – chef Christophe Hay – 2 * Michelin)

2020: target to double the shop surface

2021: opening of the online shop

During confinement, in spring 2020, Chambord organised the distribution of the products from the vegetable gardens in local supermarkets with an organic department.

In 2021, the product range will include 3 new projects – (benefiting from the wealth of the domain)

– Products from venison (terrine, rillettes, ham, sausage …)

– Wellness products (using honey and birch water)

– Processed Meals from the garden (vegetable soups)

These products are developed 100% in-house / 100% Chambord (design, choice of containers, content… everything is an internal work). The quality of the products is validated by influencers and patrons of the Estate. 

Sales and distribution in the Loire Valley: Supermarkets near the estate, network of organic stores

Then, the development of a distribution network in major metropolitan areas via wine merchants and fine food shops.

How has the health crisis accelerated the Chambord project?

The ticket office is Chambord’s primary revenue. Without visitors, new sources of income had to be invented. The E-boutique should be one starting from March 2021. The sale of products nearby Chambord is another one.

The development of these new product ranges makes possible the involvement of the local ecosystem: 100% Chambord ingredients – 100% Loir et Cher production (cooperation with local companies for processing and logistics if necessary).

These developments make it possible to position the brand “Château de Chambord” as an innovative one, to reaffirm its positioning (compared to other brands in the region that can use the “Chambord” brand even if produced outside the estate), and is a proof of the know-how of the estate team.

The active participants have then met in sub-groups to share together their ideas. 2 questions have been asked to them:

– What are the projects that you have set up in your own institutions to develop your territorial anchoring?

– Up to you, what are the relevant ingredients to develop this territorial anchoring (partners, promotions, etc.)?