CELLART challenge the ordinary. PRESENTED BY Jonathan Primeau Founder and President
Table of Content.
03
OUR PURPOSE
04
NEW REALITY
05
THE PROBLEM
06
THE SOLUTION
08
OUR BRAND DNA
09
UNDERLYING MAGIC
10
TARGET MARKET
15
OUR TRACTION
16
GROWTH DRIVERS
17
OUR COMPETITION
18
BUSINESS MODEL
19
OUR TEAM
24 FINANCIALS 26 DEAL
Our Purpose.
We create bespoke wine & spirits spaces and redefine the wine experience.
New Reality. Wine cellars are becoming an increasingly important feature and statement in homes at the top end of the market. Clients want to be able to look at their wine collection as a central design feature. It’s becoming an art piece rather than something you shove down in the basement.
Problem Clients lack reliable options to get an high-end wine cellar. Why ? Construction professionals have limited skills and knowledge.
Facing this fast-growing trend is challenging for construction professionals, as a wine cellar goes beyond aesthetics and responds to a complex technical recipe for success.
Our Solution. Turnkey solution that satisfies both customers and construction professionals to deliver statement bespoke wine spaces.
Superior highly personalized service, project management and end-to-end delivery. Multidisciplinary approach, relentless focus on quality, artistry, craftmanship, and a beacon of imagination, passion and innovation. Cellart journey harnessing co-creativity and passions to fulfill and enact fantasies.
Our vision is to be the ultimate reference worldwide in bespoke wine & spirits spaces.
Our Brand DNA.
Extraodinaries
Audacity and innovation in functional and stylistic attributes.
Refinement
Symbolism
An obsession, a quest of absolute quality. Utmost care for details.
Emotionnal symbols inherent of affluent lifestyle
Uniqueness
CellArt
Rarity, deliberate limitation and exclusivity. Limited number of bespoke wine spaces per year.
Price
High price range as a benefit
Aesthetics
Emphasis of the polysensuality of products and experience. Strong bond with Art & Design.
Underlying Magic. • Limited number of units produced each year • Rigorously «Made to Measure» • Sophisticated and loyal customers, «Connoisseurs», «Art Collectors», «Wealthy families», «Athletes» • Timeless design with the utmost care for details and efficiency • Industry leader for innovation : ARGOS Monitoring System, Green Craft Process:, Sliding Wine Spaces, Yacht Wine Spaces, Remote installation process • Long-term relationship with specialized artisans with exceptional craftmanship skills granting uncompromised quality and cost flexibility
• Strong partnerships and alliances with leading companies : Chubb insurance, Cult Wines Investment, World of MacIntosh, Aston Martin Residences • Direct sale distribution insuring exclusivity and scarcity • Close liason with art and design • Constant expansion of space utilities entering new market segments • Experienced and passionate management team
Target Market
Target
CellArt’s unique wine spaces are purchased by HNW & UHNW individuals that seek luxury experiences. CLIENTELE 2020-22 70% RESIDENTIAL 30% INSTUTIONAL 2025-30 50% RESIDENTIAL 50% INSTUTIONAL
TARGET MARKETS 2020-22 NORTH AMERICA CONSOLIDATION 2023-2025 EUROPE EXPANSION 2023-2025 SOUTH AMERICA EXPANSION 2026 ASIA EXPANSION
Wine storage is expected to grow at a continuous 9.2% annual rate by 2025. Wine Cellars Market size is projected to reach USD $2.08B by 2027 from an estimated USD $1.2B in 2020 Source : Global Wine Cellar Report
For homes over $ 1.5 Million and up a wine room is mostly expected. Over 30% of homebuyers with an income of $150,000 or more name wine cellars as one of their most desired amenities. Source : The National Housing Association Report 2020
Our Traction. Key market drivers • Growing target customers driving increase in wine cellar demand Multiple levers for profitable and responsible growth • Increase penetration in North America and enter APAC, high-potential geographies • Evolution of average selling prices of wine cellars, leveraging on brand positioning • Enhancement of turn-key service proposal through High-End Services Division • Digital presence, aspirational content and experience (web, social, content, user experience, VR, smart lead generation campains) • Continuous expansion of product portfolio, also in new segments, implementing sustainable technologies and multi-fonctionnal space solutions • Leverage partnerships with extended services • Innovation, with an emphasis on environmental and sustainability needs
Growth Drivers. 2022 › 2032 Technology, Services, Sustainability
2012 › 2022 Design, Art, Innovation within tradition
Our Competition. Competitors Builders Architects Interior Designers Wine Cellar Companies
Creative Technical Luxury
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Artistic
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We don’t copy an icon. We create a new one. Our clients come to us because they don’t want yet another iteration from a blueprint, they want a wine cellar that is theirs and theirs alone. Customer expect outstanding quality, flawless craftsmanship and the ability to deliver what was promised; all this goes without saying. Working with trusted partners,we deliver ground-breaking spaces that set new standards in design, efficiency and innovation achievement. The association with emerging artists to create space masterpieces is an initiative that is presently unique to CellArt.
Buiness Model.
CellArt journey
Creation
Production
$10,000 ~ $50,000
$100,000 ~ $5,000,000
Unique Artistic Signature Renderings, Value Engineering Planning & Budgeting
Custom Samples Shop Drawings & Technical Specifications Refrigeration Wine Storage & Lighting
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02
Elevation Superintendance Argos Monitoring Collection Management Wine Procurement Insurance Program
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Recurring Revenue Streams
03
Our Team
FOUNDER & PRESIDENT
Jonathan Primeau The experience of Jonathan Primeau is certainly one of those that make you want it. After 15 years in senior management and strategic development in the information technology sector, Jonathan Primeau took the most important professional turnaround of his life in September 2013 by deciding to cultivate the path of his great passion: wine. CellArt was born. Jonathan’s vision of the company when it was born was strong and clear: to make the most extraordinary wine cellars in the world.
CREATIVE DIRECTOR
Thierry Forbois Establishing the creative vision and visual identity of CellArt, Thierry pilots CellArt’s art and design philosophy, driven by one idea: creating meaning through emotional resonance. Avid wine connoisseur, multidisciplinary artist and inventor, Thierry has realized for several years large-scale projects for brands such as Michael Kors, Alfred Dunhill, Tory Burch, Rolex and the Ritz Carlton before joining CellArt, always aimed by creating an absolute symbiosis between the beautiful and the useful.
DOMINIQUE LÉGARÉ HEAD OF CREATION
COLIN SPRAKE BUSINESS COACH
ADÈLE GESNOUIN BUSINESS DIRECTOR
JEAN-FRANÇOIS PRUNEAU FINANCIAL ADVISOR
GENEVIÈVE BOUCHER BRAND DIRECTOR
FIONA DALRYMPLE PR MANAGER
MARC BÉLANGER TECHNICAL MANAGER
JOHN SZABO MASTER SOMMELIER
JEAN-PIERRE GILBERT OPERATIONS MANAGER
RUSSELL MARTIN MANAGING PARTNER
MICHAEL BILODEAU BALATTI 3D VISUAL ARTIST
PHILIPPE VASILESCU MANAGING PARTNER, US & THE CARIBBEAN
Financials.
Projections.
The Deal. Equity Investment ASK : $6M PRE : $12.5M POST : $16.5M
Marketing M$1.5 Green Spaces M$1.0 Innovation M$1.0
HR M$0.5
Buy Back M$2.0
Thank you.
Get in touch VISIT US cellart.ca
Get in touch
ATELIER & HEAD OFFICE 1380 Newton Street Suite 202 Boucherville, Qc, Canada J4B 5H2 INVESTMENTS INQUIERIES jonathan.primeau@cellart.com Phone
+1.514. 758.3553