France At Home is a French online supermarket in Australia with over 800 items available, including food, beverages, regional specialities, plus beauty, stationery and home products. It has been running for almost 8 and a half years and offers exclusive products such as Bonne Maman advent calendars. We talk to Sandra Ira, the owner of France At Home. Read our interview with her to find out more about the history and range of France At Home.
Sandra, you are the owner of France At Home, the online and physical French supermarket in Australia. How long has France At Home existed?
France At Home was founded in May 2016. Since its creation, we have made a name for ourselves by offering authentic French products online and in our partner stores across Australia.
Did you start it alone, with your family, or others?
France At Home was founded by my husband and I. While some say working as a couple can be difficult, we are lucky to complement each other, which reflects in our work. Today, we are surrounded by a fantastic team that supports us and helps us grow a little more each day. Their dedication and expertise are key to our continued success.
Why did you decide to create France At Home in the first place?
We decided to start France At Home to provide French products that were missing for French expatriates in Australia. We saw a growing demand for these products, not only from expatriates but also from Australians eager to discover the flavours of France. Our aim, from the beginning and still today, is to meet this demand and share our passion for French culture with a wider audience.
What was your background before creating France At Home?
Before founding France At Home, my husband and I had diverse professional backgrounds that prepared us for this project. We worked in fields related to commerce and management, which allowed us to develop skills in business management, logistics, and customer relations. This experience gave us the foundation needed to successfully create and grow our business while staying true to our values and vision.
How long have you been in Australia, and where are you originally from?
I have been in Australia since 2008, and I am originally from Nîmes (Gard, 30). In my constant desire to grow, I pursued my studies in Perpignan and then Nice. I later found my first job in Geneva, Switzerland, before moving to England to further improve my English.
Why did you choose to come to Australia?
I came to Australia in 2008 to explore new opportunities and have an international experience. Australia attracted me with its interesting professional prospects and pleasant lifestyle. This experience was supposed to last a year, but after meeting my husband shortly after arriving, it became clear that my life was going to change for the better. This turning point transformed my stay in Australia into a much longer and more enriching adventure.
In addition to being the first French supermarket in Australia, what makes France At Home unique and different?
In reality, we are not the first French supermarket in Australia; before us, there was France Gourmet in Queensland. Since their closure a few years ago, we have quickly gained the reputation of being the preferred French supermarket for many French and Australians. France At Home stands out for its authenticity, exceptional customer experience, and passion for French culture. We are also committed to supporting expatriates by working closely with the community through organisations such as the French Alliances, the French Consulate, schools, and many other partners.
But I believe what truly makes the difference is that Rob and I are known for our generosity and, above all, our integrity. Our values are at the heart of our business and are reflected in every interaction with our customers and partners.
How many products do you offer in your range?
We offer a wide range of French products, with over 800 items available, including food, beverages, regional specialities, as well as beauty, stationery, and home products. Our assortment is constantly evolving, with new references added with each arrival. We strive to regularly update our offer to meet the needs and expectations of our customers.
What is the shipping time between France and Melbourne?
The shipping time for products from France to our warehouse is about 8 weeks, not including order preparation and customs clearance upon arrival. In total, it takes about 3 months between placing the order and receiving it at our warehouse. However, external factors such as conflicts or wars can affect the delivery of goods. We work closely with our suppliers and logistics partners to ensure products arrive within reasonable timeframes.
What brands and products are sold exclusively at France At Home?
France At Home offers several brands and products exclusively. Among these are renowned brands like Ducs de Gascogne, La Lumineuse, and Les Anis de Flavigny, to name a few.
We also offer unique products that you won’t find anywhere else in Australia, ranging from French regional specialities to artisanal items. These exclusivities allow us to provide a unique selection, ensuring a constant point of difference for our customers.
You have had a long-standing partnership with the Bonne Maman brand. What do you particularly appreciate about Bonne Maman?
Indeed, we have a partnership with Bonne Maman that we greatly appreciate. Bonne Maman is the number 1 jam brand in France, and working with them is a true honour for us. Their products are recognised worldwide for their consistent quality, traditional recipes, and natural ingredients. Thanks to this partnership, we are able to offer four exclusive jams at France At Home, allowing our customers to discover new unique and authentic flavours.
Among the exclusive products you sell is the Bonne Maman Advent Calendar. How long have you been offering these Advent calendars?
We are indeed the exclusive distributor of Bonne Maman Advent Calendars, which we have been offering since 2018. These calendars are very popular and appreciated for their quality and elegant presentation. Every year, they offer a selection of Christmas treats that add a special touch to the festive season.
Given their popularity, you take pre-orders for these calendars each year. How many Advent Calendars have you ordered for the Australian market this year?
Due to their high demand, we have a waiting list available throughout the year to track orders. Starting from September 1st each year, the calendars go on sale. For this year, we ordered over 3,300 Bonne Maman Advent Calendars, and they sold out in just two weeks!
These Advent Calendars contain small jars of jams with flavours that are rare in Australia. What is the most popular flavour?
The Bonne Maman Advent Calendars contain small jars of jam with unique flavours that cannot be found in Australia. There isn’t one particular flavour that stands out as the most requested. Instead, our customers are excited to discover new combinations each year. The variety and element of surprise add a special touch to their Advent Calendar experience.
Do you know if the majority of your customers are French?
A significant portion of our customers are indeed French, but our clientele is very diverse. We also have many Australian customers who appreciate the quality and authenticity of the French products we offer. This diversity reflects the universal appeal of the products we offer and the growing interest in French culture in Australia.
How do you highlight French culture through your business?
We offer a wide selection of authentic French products, from regional specialities to must-have gastronomic delights, to allow our customers to experience a true French culinary experience. We are also active in cultural events to share our passion and enrich our community.
We collaborate closely with organisations like the French Alliances, the French Consulate, French schools, and other partners to support and promote French culture in Australia.
Australian food regulations are very strict. Are there any French products that you cannot import? Do you also need a licence or permit to import certain items?
Yes, the laws concerning food importation in Australia are very strict and complex. Those who think it’s as simple as placing an order and receiving the goods are far from reality! There are many rules to follow, such as product composition, necessary import permits from one product to another, and specific documents required by customs.
Some specialities, like saucisson, simply cannot be imported due to these regulations. However, we are fortunate to offer an excellent saucisson that complies with all local requirements, and you won’t notice any difference in terms of quality and taste.
How many people make up the France At Home team?
At France At Home, we have a dynamic team of 7 people. Each member plays a key role in the day-to-day running of the business, from product management to customer relations, logistics, and marketing. Their dedication and expertise are essential to delivering quality service and supporting our company’s continuous growth.
What are your favourite products among those you offer?
We each have our guilty pleasures… Some of us are fond of rillettes and terrines, others of biscuits, my husband is an unconditional fan of Orangina, and as for me, I particularly enjoy the cheeses. These little preferences make our daily lives even more enjoyable!
What products, a little different from those Australians are used to, do you recommend to your customers in Australia?
For Australians looking to explore products a little different from what they are used to, we particularly recommend cheeses, saucisson, and meat-based products such as terrines, rillettes, foie gras, and confit de canard. These specialities offer a unique tasting experience that reflects the richness of French cuisine.
Why choose France At Home for your shopping?
Shopping at France At Home is much more than just acquiring French products; it’s a whole experience. We offer authentic products, carefully selected, from renowned brands known for their excellence. Our passionate team knows the products we offer well and is always ready to share their expertise to guide our customers. We are also committed to providing exceptional customer service, with particular attention given to each order. By choosing France At Home, you are also supporting a family-run business that embodies values of loyalty and integrity.
In addition to your online store, you have a physical shop in Melbourne, and you participate in several French markets throughout the year. How many days a year are you present in other states? Which markets are you planning to attend by the end of the year?
Indeed, we are primarily an online business, which allows us to ship orders across Australia. However, for those nearby, it is possible to visit our warehouse, either to shop in person or to use our click-and-collect service.
Regarding the markets, we attend more than a dozen events throughout the year in VIC, NSW, ACT, and QLD. The end of the year is looking particularly busy for us. Between November and December, we will be present at five markets: two in the ACT, two in NSW, and one in VIC. These occasions will be ideal for meeting new customers and reconnecting with our loyal ones.
Anything else you’d like to share with us?
We would like to thank all our customers who have always been and continue to be loyal to France At Home. Their support is essential to us, and we are committed to continuing to meet their needs and expectations with the same dedication. We warmly welcome any suggestions for new products to better meet their needs and enrich our offering.
France At Home is, and will remain, THE French supermarket in Australia. We are proud of our journey and the loyalty of our customers, which has allowed us to become an essential reference for all lovers of French products.
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We would like to thank Sandra from France At Home for this interview. Visit the France At Home website here.
The Bonne Maman advent calendars are already sold out for this year, but a waiting list is open all year to be informed as soon as they are available for 2025. You can sign up for 2025 here.
If you are a French entrepreneur in Australia or you are French and own an Australian entity, take part in Team France’s first official census.
