Namur, one of the oldest Luxembourgish businesses, is currently struggling. For years, the traditional establishment has been drowning in red ink. In addition to year-end losses, the generational change has added to their challenges. However, Namur is eager to remain optimistic and modernise its business.
Just in time for Easter, the production facility in Hamm is running at full capacity, turning out approximately 3,000 chocolate bunnies, thousands of Easter eggs, and assorted pralines.
The Easter period is important to the old-established business, confirms Anne Nickels, who is newly in charge. Nevertheless, it is hard to tell how much people will buy this year. It is a palpable feeling – the family business has gone through challenging times.
Jean-Paul Nickels, Anne’s father, became head of the business at the young age of 25. He explains that it all started with the crisis in 2008. Then, “just when we thought we had overcome the hurdle, Covid-19 hit. The pandemic completely shook us. Consumer habits have also changed – people saw us as antiquated. We’re currently reworking our shops and modernising our sales systems, for instance. I’m glad my daughter is handling the staff now – I’m too old for that.”
Along the way, Anne Nickels’ brother and the long-standing business parted ways. “It’s true what everyone always says: a generational switch as well as a relaunch within a family are difficult to navigate”, Anne Nickels adds. “It does not happen without putting effort into it.”
The 170 employees – including 80 working in production – are participating in adapting what they have to offer to the modern demands of clients. Adaptations are implemented on all levels, be they bakery items, gourmet products, or confectionary.
Unfortunately, the family business had expected a more successful outcome of the extensive salon in the Cloche d’Or shopping center. The reality was sobering – too expensive, not the right clientele, leading to a considerable deficit. Namur is therefore moving to a smaller location and will focus largely on takeaway items, tailored to business people and a younger audience. That particular clientele is rarely seen in the traditional salon in the city centre.
Although Anne Nickels emphasises that they are looking for a further location in Luxembourg City, she is adamant in restoring Namur’s reputation, “it has to remain a traditional salon at its core. We’re simply rearranging a few pieces of furniture that really reflect Namur’s identity. It’s risky to rely solely on our older clientele – we need to refresh our ideas”
The process of modernising a long-established family business takes time, effort, and costs money. Without adapting to modern times, the business would struggle with further challenges.
