Laforêt Targets Expansion for Its Premium Real Estate Brand

The real estate network Laforêt is accelerating its expansion into the premium market with its new brand, Laforêt Collection, aiming to open 20 to 25 specialized agencies across France within the next two years. After two years of preparation, the network is targeting the niche market of family homes, historic properties, and character real estate that sits between traditional housing and luxury properties.

According to Laforêt President Yann Jéhanno, the premium market represents approximately 40,000 sales annually in France. The initiative focuses on properties located in the upper tier of their local markets that feature distinct architectural or historical traits, rather than strictly high-priced luxury addresses.

Jéhanno noted that this segment offers resilience in the current economic climate because buyers typically possess stronger down payments or are capable of cash purchases, making them less dependent on traditional mortgage financing. The company utilized 35 years of real estate data, geomarketing studies, and consumer research to identify 74 potential cities for the brand.

Following an initial concept store in Le Touquet earlier in the year, the network recently opened a location in Paris opposite the Senate. Four additional agencies are scheduled to open within the next three months in various Parisian arrondissements, with expansion also planned for Saint-Cloud and Biarritz. Jéhanno indicated that international development could also begin in the coming months.

To drive this growth, Laforêt is prioritizing independent agencies already established locally that want to acquire higher-end listings. The conversion process for an existing agency requires an investment ranging from 30,000 to 50,000 euros for branding and layout, alongside a 14,000-euro entry fee for established professionals, plus sliding-scale operating and advertising royalties.

This commercial push takes place against a backdrop of market hesitation. Following a challenging second quarter and a summer rebound, Jéhanno pointed to a renewed wait-and-see attitude among buyers alongside rising mortgage rates approaching four percent. He noted that broader consumer confidence remains a primary concern ahead of an uncertain political environment in 2027.

Despite these financial headwinds, Jéhanno emphasized that 70 to 75 percent of real estate transactions are driven by necessity, such as family separations, inheritances, or professional relocations. By pivoting toward character properties, the network hopes to provide a reliable growth relay for its franchisees during uncertain times.