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Investigation & Analysis : Climadiff SA

By Petronella Salvi

A young entrepreneur running a young company with innovative ideas. A dynamic personality surrounded by an equally enthusiastic young team, who did not hesitate to follow when the company moved from Paris to Marseille and Who daily prove their loyalty and their dedication. Since 2005, the offices and professional showroom of Climadiff are situated in the very recently renovated, former warehouses, Les Docks Atrium, on the bustling Place de la Joliette, along the sea front of Marseille.
This modernised, traditional stone building, refurbished and remarkably functional as a complex, housing offices, restaurants and service establishments along an interior atrium, forms part of the vast renovation project of the entire area around the Joliette, “Euroméditerranée”.

     
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wner and founder, Renaud de Barry, descendent of a long line of Bordeaux spirit traders, attended the “Ecole International de Commerce” of Paris, but also that of Frankfurt and of London.

He then started his career with a very reputable, international, electrical household appliances company of world renown. Over 15 years he acquired excellent experience, driven by his fine commercial sense.

He travelled extensively across Europe, from West to East, from the Middle East to the far flung corners of China. He was still working in Paris when the idea behind the product line of Climadiff started taking shape in his mind. At this time his young wife, Adeline, was taking over the management of the magnificent family property, Château de Saint – Martin, one of the few “Crus Classés” of the Côtes de Provence.


The Comtesse de Gasquet is the very active and hospitable proprietor and gracious hostess of the beautiful domain, at Taradeau, in the Var, which not only produces an exquisite range of fine wine, but also receives guests and hosts events in certain parts of the lovely 18th Century château and the even older traditional cellars.
The incentive which transformed the initial thought into a successful commercial and industrial project came from his wife’s profession; experiments with their own electrical household equipment and circumstances at the château in which customers would be received and when wine had to be ready to be served at the right moment.

Also where it had to be stored to continue improving and maturing without suffering damage and thus causing disappointment, both for its maker and its consumer.As a result of mulling over the project, a market study was conducted, which concluded that, at that time, the market for cellaring of wine in specifically designed storage containers, “cave à vins” was totally elitist and exclusive.
People either possessed an underground cellar, or used storage facilities in their apartment buildings or houses as their “cellar” for the storing of their precious bottles, or their wine for relatively long term consumption.

Renaud de Barry wished to democratise the possibility of cellaring wine correctly and safely, and he saw the entire concept differently from the original pioneers of such conservation systems, who preferred to deal almost exclusively with wine professionals and only from their on sales platforms.
More research went into the project, and technical, as well as industrial, refining of the product, but also human research in order to understand the aspirations and expectations of wine consumers on all levels.

Renaud de Barry, CEO of Climadiff with two associates created the company in 1997 (at present the personnel of 14 people), wanting, above all, to launch a product uniquely made for wine and taking all the different aspects surrounding its conservation and consumption into consideration. Obviously the traditional household fridge is a starting point, but he wanted to incorporate all his innovative ideas into a unit entirely dedicated to wine and its requirements.
Its remarkably rapid growth and success was due to his profound understanding of wine and the wine world, having tremendous experience in the field of electrical household appliances and primarily, having understood his competition and its strategy of dealing exclusively with a luxury item for a niche market.

Climadiff aims at making its wine units available to the largest possible number of wine lovers. This is the cornerstone of their phenomenal commercial success. The company is fortunate and is proud of its remarkably dynamic marketing team, thus consolidating a well trained, experienced, well introduced and knowledgeable sales force. Through their devotion and enthusiasm business opportunities were confirmed and became a reality and a powerful distribution network, across all segments of retail, was founded.

At the same time, a very competent and efficient maintenance and breakdown service is on stand by. It products are mainly assembled in carefully selected manufacturing units in Hungary and Portugal. Climadiff is still the N°1 wine cabinet maker in France with a turnover of approximately 17 million € per annum.
The competent and very professional, Pol Lepoutre, an invaluable collaborator and Renaud de Barry’s right hand man, is the Managing Director.

Over the last decade, the lifestyle of wine lovers and consumers all over the world has changed dramatically.
Modern life has changed both habits and demands, and few people still have access to the traditional underground cellar for ideally maturing their wine in preparation for the big moment when they opens their precious bottles.

Furthermore, many more people receive at home and wish to have the bottles they have chosen on hand, in excellent condition and ready at exactly the right temperature, without undue deterioration of the label.Climadiff offers the perfect answer for these predicaments.
Many cellars have become unfit to house wine correctly, particularly in the urban environment, due to its surroundings proximity to water heaters and other installations giving off either heat or odour, not to mention regular vibrations caused by metro lines. In garages, the most important enemy of wine is the odour of fuel and oil, gas emission and irregular variation in temperature.

The technical development took place around the golden rules for the perfect conservation of wine. Temperature, humidity, extraneous odour control, vibration, light and security - essential parameters, which formed the foundation of this development.
The aim of conservation is also the perfect, continuing maturation of the wine without surpassing the optimum moment. The habit of laying wine down has been known, for centuries, to prolong its life and that of its cork.
he ideal temperature is around 12°C. Too cold causes maturation to stop and too warm accelerates the process of ageing. The ideal humidity is between 60 – 75%, which also preserves the cork better.

Humidity is often one of the most complicated elements to control, not to mention the damage done to labels in over humid surroundings. Obscurity provides protection and is therefore the best milieu for conservation. The air circulating around the wine must absolutely be clean and fresh and devoid of odour in order to avoid contamination of the wine by bad smells.
Vibrations tend to prematurely age wine and may ultimately also cause damage to the cork. However, serving wine wrongly also subjects the wine to change and sometimes to damage.

The alcoholic taste and content seem to be exaggerated when wine is served too warm; on the other hand, serving wines too cold inhibits both the aromas and the flavours, thus also diminishing the pleasure it is meant to procure.
Furthermore, different kinds of wine, such as Champagne or tannic red wine need different serving temperatures. All of this demands awareness, management and forethought in the conception of efficient storage units.
The continued success, vigorous expansion and international attraction of the wine storage cabinets invented, designed and constructed by Climadiff are firmly anchored in its characteristics.

The great advantage of the company has been the duality of its approach from the very inception of the idea by Renaud de Barry. Both his proximity to all the hard work, ardour and joy of growing and making fine wine and his intimate knowledge of the intrinsic requirements of wine, and his professional experience of what people desire and need in electrical appliances.

All this not only to make life easier and more comfortable, but to provide the further possibility of accommodating one’s profession, one’s hobby or one’s passion. In order to realise this far reaching concept, certain elements have to form an integral part of the final wine cabinet that is to be manufactured. Practicality is a major concern. The Climadiff wine cabinet becomes an integral part of one’s lifestyle.

It blends into the array of appliances, can be installed anywhere in the home and can be transported easily when its “family” moves to a new location. Above all it is attractive and non-invasive.Discretion is therefore another important characteristic which goes hand in hand with the previous one.
Thanks to the doors being either transparent panels or solid doors, Climadiff wine cabinets discretely take their place anywhere from the cellar to the attic or loft, to a quiet corner of the garage, to the kitchen, to the dining room or to the family room. This possibility to integrate one’s wine storage unit is one of the specialities of the company. It becomes part of one’s environment.

Continued innovation is the pivot of Climadiff’s development and assures a bright future for the company. Edwin de Barry, the brother of the CEO, is responsible for the research and development department.
The ingenious creation of a cellar register blackboard, on the inside of the door, allows its proud owner to follow the evolution of his cellar, whilst leaving him the opportunity to add private notes, either on the appreciation of a specific wine at a particular moment in time, or on the discovery of an excellent and harmonious match between a wine and a dish. It can also serve as a record of the enjoyment experienced and of the company in which the wine was appreciated, or eventually, but hopefully not, any unfortunate disappointments.

All Climadiff wine cabinets are equipped with the following standard equipment : a thermostat ensuring absolute anti – cold security, blocking the temperature from descending below than a certain level.Galvanised or lacquered steel bodywork covers the four sides of the cabinet to enable it to withstand the heaviest of loads.
A filtration system using active carbon in order to guarantee pure, clean air and the absence of odour. This is complemented by a system of fresh air ventilation, which has the added capacity of ensuring the constant and regular temperature throughout the cabinet (except in those wine cabinets destined to prepare wine to be at the correct serving temperature).
Anti – vibration devices, silent block.Humidity is strictly regulated and controlled by a ventilation system, which also prevents bacterial growth, evacuates humidity and renews the air flow. A discrete light unit, which only activates when door is opened.

All models have legs, which can be regulated to assure total stability and perfect levelling.Most models have rollers or wheels to easy moving around and fitting into position. This assures more security for the wine during displacement.Most models are equipped with wooden shelves, made from “Sapelli” cedar wood, to avoid the accidental falling of bottles inside the cabinet as well as providing protection against vibration, whilst allowing practical access and optimum storage space.
Most of the shelves are reversible with one side adjusted to Bordeaux style bottles and the other to Burgundy bottles. Some models are equipped with wood finished stainless steel wiring shelves.

Certain models come with the option of a winter protection system to permit their installation in unheated locations.Design accommodates the necessary depth to lay down all sizes of bottle, apart from double magnums or larger.
Special finishing touches to suit the taste of each category of consumer, or that can be adapted to particular requirements. For example, exterior wooden panels to decorate cabinets that will be visible or on display in restaurants or wine bars. Furthermore, most cabinets have ingeniously incorporated design finishing elements, such as the discrete bottle shape of the hand grip of the door.

Different colour schemes are available.Initially, the marketing approach was directed at contact with the leaders of the modern distribution networks, who were persuaded to use Climadiff during their punctual wine promotions of very fine wines to a wider audience of wine consumers. The inspired creation of an integral cellar register rapidly conquered even the most demanding of wine amateurs.

All over the world, wine lovers are being subjected to stricter controls and to health warnings about the consumption of alcoholic beverages. This has inevitably led to the phenomenon of “drinking less, but drinking better”. Global warming has exposed all of us to more extreme climatic conditions and this has also resulted in a positive view of controlled wine storage facilities.
All of these factors, combined with the voluntary decision by Climadiff to market their various wine units within a reasonable price structure, have made the product all the more attractive and attainable by the enlightened wine consumers.

The success achieved with the opening of the market for domestic wine storage units in the commercial distribution outlets, led to a very active policy of closer proximity by Climadiff to its client base. This was brought about by extensive training programmes, presentations and demonstrations directed at encouraging the acceptance by an attentive clientele. Once the wine consumer understood the advantages of a wine storage unit over other more haphazard alternatives available in the domestic environment, it became easy for Climadiff to convince the buyer.
This because the product range that the company offers is wide and all products are designed and manufactured with the same objective. The ideal conservation and preparation for the service of wine of one’s prized bottles be they for every day enjoyment, jealously guarded for that very special occasion, or lovingly cherished to full maturity in perfect condition.

Climadiff became the uncontested leader in the field and, from 2002, expanded onto the international market. In 2003, the company also launched, “Climaselect”, a range of wine storage units particularly directed to the restaurant trade. Wine and food professionals were presented with products that Climadiff esteemed to be the ultimate expression of the perfect storage facility combined with an elegant appearance and ease of maintenance and management.
From a professional viewpoint, wine demands that certain criteria be taken into consideration, which presented Renaud de Barry and his team with the challenge of integrating all these factors correctly, harmoniously and attractively. Few very fine restaurants, in modern cities, have the luxury of deep and quiet cellars and Climadiff offers an appropriate alternative.

A tremendous demand exists for effective and secure, easily managed storage facilities, with the additional advantage of a built in security closure, which are accessible and do not demand vast space or onerous installation. In short, restaurants enjoy the opportunity to offer their customers precious and expensive bottles, having profited from an alternative cellar, the “Climaselect”, which provides them with a continued “vie de Château”, once safely in the premises of the restaurant.
Climadiff’s research and development has neglected neither trends in modern society, nor modern wine consumption. The Climadiff “Vinicosy”, literally feather light, with the quality of a high performer, is designed to take up minimal space (only 30cm [12 inches] across), sliding easily into kitchen or cupboard fixtures.

The “Vinicosy” is an attractive, glass fronted wine cabinet with a stainless steel framework equipped with wood finished stainless steel wiring shelves. The capacity is 18 bottles stored 3 across on 6 shelves. An electronic thermostat controls ideal cool serving conditions for the bottles that one keeps at hand.
The active business woman has not been forgotten and the “Dolce Vina” is the answer to her need to have that “oh so important bottle” ready, at exactly the temperature that it ought to be! Climadiff disposes of 30 models in a variety of sizes and in different price categories, creating a wide choice that caters to each customer’s personal requirements and budget, be it a private client or a professional.
Here are few of the criteria that the customer can choose from, or which should be taken into consideration before finalising the decision to acquire a specific model.

Size, place of installation, total obscurity behind a full length, solid door or one equipped with an anti – UV ray glass fronted door for visibility, with or without a locking device, different colour schemes to harmonise better with its ultimate environment, solid wooden shelves or stainless steel wire, as mentioned before.
The ultimate aim and objective remains to preserve, to prepare for service, or to fulfil a multitude of functions at the same time.Several further options are available: Maturing wine cabinets in the “Climadiff Premium” range provide storage capacities varying from 100 to 300 bottles. Wine specialists and collectors often opt for this possibility.
At present the “Multipurpose” cabinets, which offer the additional function of multi –temperature storage, have become increasingly popular. Climadiff proposes cabinets with different temperature zones for the different shelves, with the possibility to maintain a constant temperature of between 10 – 12°C in the upper part of the cabinet. Models come in various sizes, from 80 – 250 bottles.

Sommeliers are very taken with the wine cabinets dedicated to the achievement or the maintenance of the adequate temperature for a variety of wines at the same time. This allows them to satisfy two equally important requirements for the professional service of wine.
Firstly, to provide wine at the perfect serving temperature, be it to chill Champagne, sparkling wine, white wine and sweet wine, or to bring red wine to “room” temperature.
Secondly, to have the wine readily and comfortably present in an organised fashion. Then there is the “Climaselect” range, which is very sought after by restaurant owners and managers alike. The large models can house up to 150 bottles and be either mono or multi – temperature units. These are always equipped with a glass door and with different possibilities of interior layout.

The needs and expectations of the everyday wine consumer or occasional wine enthusiast are not neglected and a range has been created to satisfy this demand. This particular wine cabinet comes in a size suitable for weekly or for monthly storage and is relatively modest in size, accommodating between 6 and 170 bottles in one or two different temperature zones.
Certain cabinets can slot into a fitted kitchen design and they usually serve as relay stations for wine stored in larger capacity units, either in a store room or garage.

As recently as March 2007, Climadiff SA has reinforced its leadership position in the wine cabinet market, by acquiring VinoSafe, a top end design, manufacturing and marketing site with complementary activities in Alsace, North Eastern France.
A new company, NVS, an affiliate of Climadiff SA, was created to employ the personnel and to take over the assets linked to VinoSafe’s activities. Jean – Denis Budin, the former President of Muller VinoSafe, will become the Operations manager for NVS. He will be Industrial Director of Climadiff and will coordinate the Research & Development, Manufacturing and Logistics part of the group. This will afford the Research and Development Department of Climadiff with better equipped facilities creating an added sound technical base.

Inevitably, this will advantageously stimulate future prospective. VinoSafe is often referred to as the “Rolls Royce” of wine cellars, designing products that carry famous names, like Olivier Poussier (The Best Sommelier of the World in 2000); to suit the requirements of the most demanding professionals, well informed amateurs and connoisseurs alike.
Renaud de Barry remarks that, “this is an excellent opportunity for Climadiff to cover the whole market from the top to the bottom of the range, in all modern distribution levels, including wine shops and the professional distribution – hotels and restaurants. Together our complementary positioning will continue to aim for excellence dedicated to wine ..”, in the words of Jean – Denis Budin.

Wine is hedonistic and should procure pleasure and should enhance special moments in good company. Climadiff aspires to ensuring these pleasures by helping their customers to avoid many of the dangers that may lead to these precious moments being spoiled by outside influences.
As wine is made to be shared, the host is given the opportunity to choose the perfect bottle for the occasion with his guest, straight out of his Climadiff wine cabinet, with the total assurance that it will be in perfect condition to capture the important moment.

The driving force behind Climadiff’s philosophy is its respect for the dual basis of its existence and success. In order to honour the art of wine growing and wine making, and as a guarantee to wine consumers of all walks of life, whatever their relationship with the wine they buy, enjoy or cherish, the company emphasises the fundamental “right of wine” in close partnership and collaboration with all parties involved.
Climadiff therefore firmly believes that: whatever its origin, wine has the right to be respected as the loving labour of man and land; whatever its colour, wine has the right to be lodged in a secure home; whatever its age, wine has the right to fully express and to give the best of itself; whatever the bottle, it has the right to be housed in a Climadiff! May this become your motto too … Renaud de Barry and his company, through its range, its quality and its efficiency, have risen to the challenge to fulfil all the expectations of wine owners.


Wine cabinets for maturing destined at the great wine collector, multipurpose and versatile ones for the enamoured wine lover, service wine cabinets for the discerning wine taster and last, but not the least by far, a diversity of consumer wine cabinets for everyday use in any situation.
Climadiff is presently seriously envisaging penetrating the United Stated market and is studying various options to find the best partner to match the long term ambition of the company and to satisfy the growing need of the American wine trade and an ever increasing wine appreciating public.
As in everything, the company is taking its time to make the right decision and the right choice, with a view to creating a long term relationship of mutual trust. For any further information, or for any commercial discussions, please feel free to contact Pol Lepoutre, via the company’s interactive website, WWW.CLIMADIFF.COM.

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