French leader in adaptogenic mushrooms, French Mush is developing its presence throughout the country. The brand that, from its creation, invested in physical distribution, is now in 2,000 points of sale in total and is experiencing exponential growth thanks to its differentiating positioning.
A mushroom or plant is considered adaptogenic when it has the property of adapting to an organism in order to restore balance.. This is the case with French Mush mushrooms, only brand to offer such a wide variety of powders, capsules and gums from organic mushrooms, mainly produced in Europe. Created at the end of 2023, today it achieves a turnover of 12 million euros. Already present on the shelves of La Vie Claire, Organic C’est Bon and Satoriz, French Mush now invests in 99 Nature points of sale & Discoveries throughout the territory. The brand also announces that it has passed the milestone of 400 distributing pharmacies in France.. Its distribution is also intensifying in Europe, since its products can also be found in more than 500 pharmacies in Switzerland, Belgium and Italy. French Mush propose, in powder form, capsule or chewing gum, the active ingredients of five mushrooms used in traditional Chinese medicine. Mostly grown in Europe and certified organic, these mushrooms – shiitake, lion’s mane (hydne hérisson), reishi… – each have specific virtues. They affect sleep, alleviating anxiety or stimulating concentration. After going online, the brand quickly expanded its distribution to physical retail, central element of its strategy since its creation.
The strategic choice of points of sale
" Today, we are the only brand to offer such a variety of products based on medicinal mushrooms at points of sale, explains Audrey Smolak, co-founder of the brand. Quite simply because we invested, since our creation, on a sales team capable of convincing physical distribution networks. They are essential to our development, as our products may require explanation, of the council, reinsurance. Thanks to these points of sale, we reach different targets than those who buy online. » Physical points of sale thus attract more women, and more varied age groups, than online sales channels. Above all, in-store presence allows French Mush to develop a larger average basket and build better long-term loyalty : the products offered at points of sale are accompanied by precise advice on their dosage, their efficiency is better. What generates, logically, a higher recurrence of purchase.
100% traced and organic products
French Mush utilise, to extract the active ingredients from mushrooms, an innovative process : ultrasonic extraction. This technology makes it possible to preserve all the active ingredients of the mushroom and to obtain molecules that can be assimilated by the human body.. “Our particularity also lies in the quality and authenticity of our raw materials., resumes Audrey Smolak. It is estimated that 90% of medicinal mushrooms sold worldwide are actually counterfeit. Ours, rigorously controlled for their quality and their richness in active ingredients, make it possible to obtain convincing results. This explains their success with the general public. » In the future, French Mush intends to continue to develop its range while remaining faithful to its principles : draw inspiration from the age-old principles of Chinese medicine to offer products adapted to the expectations and lifestyles of today’s consumers.
