A first door reopened at the Varages earthenware factory after the compulsory liquidation

The curtain fell on February 11, 2025, following the compulsory liquidation ordered by the Draguignan Commercial Court. On Saturday, a door was reopened thanks to a group of buyers. The great history book of the Varages earthenware factory opens with a new chapter. It begins with the reopening of the Varages store seven days a week, from 10 a.m. to 6:30 p.m., and the return of former members of the cooperative team. Over time, other milestones will be reached in the short, medium, and long term.

"An important first step"

For now, the wheels are running smoothly again, relying in particular on experience. Former employees Adeline and Audrey have, in fact, returned to work at the store on this first day of reopening. "It's a pleasure to be back at work," emphasize the Varageoises, happy to reconnect with a quality of life and motivated to get the machine going again.

To this end, the five buyers, united within the SAS Nouvelle faïence (1), have been active since June 17, the day their takeover offer was accepted by the court. After an intensive administrative marathon of thirteen days – electricity was restored on Friday, July 4 – the president of the SAS, Michaël Bruel, was satisfied to have taken "an important first step" with the opening of the store thanks to the stocks. The hope now is to restart the kilns at the beginning of August. "There are still stocks of biscuits (unglazed fired ceramic paste, editor's note) . We are working to rebuild a team around glazing by relying on the know-how of the old hands and their support."

In the end, due to 100% Varages

The aim is to work "more in symbiosis with the village and to build a true brand identity." With this in mind, a pop-up store— "modeled as a container" —will be inaugurated on August 10. " It will travel to events."

First, stocks will be purged. " Then, we will restart the collections with a restocking, initially, of biscuits available abroad." A special newborn series is in the pipeline.

The full commissioning is thus phased. Ultimately, it will involve remaking the molds – "to have our own series" – then relaunching local production of biscuits "to control the entire chain" . "100% made in France, in Provence and Varages. People have understood that producing locally makes sense" .

For now, it's a matter of moving forward gradually. "Our challenge is to build the right economic model to ensure longevity."

1. The group is composed of Michaël Bruel (Numéis), Christian Meli (SNCG - Maison éco 3), Benoit Adet (Maison Jonquier), Nicolas Plazanet (Friends of Maison Tartugo) and Philippe Rivière (ACI Groupe).

"Here, it's local"

Customers were there on Saturday, starting at 10 a.m. Both new and regulars like Lucie and Youcef from La Verdière. "We used to come here often, and then one day, we saw it was permanently closed. We didn't think it could happen." They appreciate this reopening. "Here, it's nice and it's local. We give gifts to everyone in the family." The couple didn't leave empty-handed.

Just like Brigitte and Henri de Saint-Maximin, who were walking through the doors of the pottery shop for the first time. "A friend told us about this reopening. We were given some Varages pottery, but we had never been here. And when we wanted to come, it was closed." So, it's now done, with the goal of buying local products and making gifts. "Initially, but there are also some nice things for us." They too plan to come back.