oxeo Pivots to Custom Design Amid Regulatory Challenges
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(2026-01-18 05:31:00) – A French sign-making company is diversifying into custom design and manufacturing to offset revenue losses caused by new local advertising regulations.
Oxeo, a small business specializing in signage, has launched a new brand, ID Concept, to create bespoke furniture and objects, successfully compensating for a 25% drop in income due to recent regulatory changes.
Oxeo Pivots to Custom design Amid Regulatory Challenges
Oxeo, a company founded in 2013 with seven employees and approximately 1 million euros in annual turnover, experienced a “massive blow” in 2024. Why did this happen? New local intercommunal advertising regulations significantly restricted the types and placement of signage, leading to a 25% decrease in Oxeo’s revenue, according to Director Grégory Durieu.
Despite a solid client base including Crédit agricole, Gamm vert, Crédit Mutuel, Les Hallesessentiels, Desjoyaux, Pasquier, and Ninkasi, the company’s future appeared uncertain. Who responded to this challenge? Oxeo’s leadership team decided to leverage the company’s existing skills and equipment to create a new venture,ID Concept,a design agency,a few months ago.
“ID Concept is Oxeo’s design agency: it imagines, studies, designs and manufactures personalized tailor-made layouts for our clients,” Durieu explained. “I don’t yet know how to explain the activity exactly in a few words, we’re going to work on it to be clearer, but that’s the idea: we make tailor-made ‘beeps’,” he joked.
The “beeps” refer to custom-made furniture and objects. What does ID Concept create? The agency has already completed projects such as lighting themed around coffee for JDE Peets and a DJ booth for the VIP area of Puy Foot 43,demonstrating its ability to deliver unique,bespoke designs.
Revenue Recovery and Team Morale
The new venture has proven successful, already compensating for the approximately 25% of revenue lost due to the new metropolitan advertising regulations. How did Oxeo recover its lost revenue? By successfully launching and securing projects through ID Concept, the company has offset the financial impact of the regulatory changes.
Durieu added that ID Concept has also had a positive impact on employee morale. “Beyond turnover, ID Concept helps energize and motivate the team,” Durieu stated. “The constraints of the new advertising regulations lead to competition with our colleagues, mainly focused on prices. Creativity and advice are less taken into account by clients even though it was one of our strengths.”
Why it Matters
Oxeo’s successful pivot demonstrates the adaptability of small businesses facing unexpected regulatory hurdles. The company’s ability to leverage existing skills and explore new markets offers a model for other businesses grappling with similar challenges. How did this story end? As of January 2026, Oxeo has successfully mitigated the financial impact of the new regulations and revitalized its workforce through the creation of ID Concept, positioning itself for continued growth.
