Groupe SEB announced a new partnership agreement with Chefclub, as well as the acquisition of a minority stake via its investment company, SEB Alliance. Chefclub is a start-up created in 2016 by three brothers, Thomas, Jonathan and Axel Lang. It has rapidly become a popular brand in the production and dissemination of cooking content, with the sales of 700,000 books and the launch of a series of innovative products for kids. which more than 150,000 families have enjoyed so far, all created in collaboration with its on-line community. Groupe SEB decided to partner with Chefclub, in its new round of financing, for its appeal of experiential content and direct access to on-line communities. 
Free dissemination of quality content has enabled the brand to attract a community of tens of millions of followers: a true Digital Native Vertical Brand (DNVB), Chefclub has built a relationship of trust with its users, who they can consult and involve in the development of products, realized according to the tastes, requests and comments from the on-line community. This acquisition is also part of joint efforts which will be stepped up in the first half of 2021 with the launch of a range of products under the brand license “Chefclub by Tefal”, including skillets, saucepans, kitchen tools and small domestic appliances. The range will be launched shortly in France and internationally (Germany, Brazil, Italy, South Korea, Canada, Spain, the UK and Mexico), and will be sold via all off-line and on-line channels as well as directly to customers (DtoC) on the Tefal and Chefclub websites. «In these extraordinary times – Thierry de La Tour d’Artaise, Chairman and CEO of Groupe SEB commented – cooking is now more than ever a safe haven. While numerous studies show that French people, and indeed people all around the world, are cooking more and more, they seek fun content, simple and creative recipes, innovative products and original ideas to accompany them in their achievements. We are proud to step up our development of digital cooking initiatives, reach new audiences and we are therefore delighted to benefit from Chefclub’s expertise. This collaboration will enable us to go even further in offering innovative services to home chefs.»
