The French Riviera has always been synonymous with sun-soaked glamour, where Belle Époque villas perch above glittering bays and contemporary architectural marvels look out across the Mediterranean. Navigating this exclusive property market calls for more than just real estate know-how—it demands cultural fluency, discretion, and a finely tuned sense of lifestyle. Few agencies embody this blend as well as Wretman Estate, the Côte d’Azur’s largest Scandinavian-owned real estate company. Founded with a vision to bridge international clients with the Riviera’s most coveted homes, the agency has built a reputation not only for its expertise but also for its distinctly personal and comprehensive approach.
In conversation with its Founder and President, Johan Wretman, we explore how Wretman Estate has carved out its niche in one of the world’s most competitive markets, the philosophies that guide its team, and what lies ahead for Riviera real estate in a changing global landscape.
Tell us more about the company and how it was founded. What are some of its areas of specialisation?
I hold a Master’s degree in Finance and Entrepreneurship from the Stockholm School of Economics. Before founding Wretman Estate, I worked as a consultant for Swedes navigating financial and legal matters between Sweden and France. Increasingly, clients asked for my assistance with property transactions. They often felt lost in the unfamiliar French legal system and wanted someone trustworthy on their side.
At the time, I realised I was doing most of the work while traditional agents collected the fees. I saw a clear gap in the market and decided to obtain my real estate licence. In 2006, I founded Wretman Estate, and my brother Filip joined shortly thereafter. From the beginning, our goal was to create an international agency with a Scandinavian heart—blending deep local Riviera expertise with a global service mindset.
Today, we operate eight offices along the Côte d’Azur and specialise in villas, apartments, penthouses, tailor-made property searches, and investment opportunities such as hotels and vineyards. The majority of our sales involve second homes for international clients.
Wretman Estate has become a go-to for international buyers on the Riviera. What do you think has made the agency stand out in such a competitive market?
We stand out because we combine in-depth local market knowledge with genuine international empathy. Our multilingual, multicultural team, our investment in high-quality marketing, and our strong network set us apart.
We offer a tailor-made, end-to-end service that extends far beyond what many traditional French agencies provide—from bespoke searches to comprehensive after-sales assistance. Our visibility at international fairs reinforces our reach, but perhaps our greatest asset is our satisfied clients, who frequently recommend us to friends and family. Their word-of-mouth referrals are the main driver of our success.
How would you describe the brand’s ethos, and what values does Wretman Estate prioritise when it comes to guiding clients through a property purchase abroad?
Our ethos is built on trust, transparency, and service. We offer honest advice, rigorous due diligence, and clear communication—vital when clients are buying remotely. Respecting each client’s lifestyle aspirations and paying attention to every detail—from marketing and negotiation to legal coordination—are central to our work.
I firmly believe that informed clients are confident clients. That’s why we explain every step of the process and highlight the differences between the French market and their home country. I have written a detailed guide to the French buying process, which we send to all international clients.
Interacting with the notaire, for instance, can seem overwhelming: answering many questions, signing stacks of documents. But when we explain that this meticulous process is designed to protect their interests—and that we prepare everything with a future resale in mind—clients feel reassured and often praise the security of the French system.
How would you describe the current real estate landscape on the French Riviera—what trends are you seeing in terms of demand, pricing, and buyer profiles?
Demand remains strong for well-located, turnkey properties—particularly those with outdoor space, sea views, and quality finishes. On paper, the market appears to have a large supply, but many listings are either overpriced or lack key features. Well-presented properties at realistic prices often sell quickly, sometimes attracting multiple competing offers.
Our buyers are primarily from Northern Europe and other international markets, looking for second homes, lifestyle relocations, or long-term investments. Pricing pressure remains in the most desirable micro-locations, while renovation projects and emerging areas attract those seeking value.
The Riviera market is notably stable thanks to its diversified, global clientele. In times of economic uncertainty, this diversity cushions against volatility. I often illustrate this with the example of oil prices: when prices rise, it harms some countries but benefits others—and our buyers come from both sides of that equation. For many, owning a property here is a way to diversify assets in a safe, desirable market.
Are you noticing any shifts in what international clients are looking for post-pandemic—whether in layout, location, or lifestyle?
Absolutely. Buyers now seek flexible layouts with space for home offices, private outdoor areas, and excellent internet connectivity. Properties that blend indoor and outdoor living, and villages offering both authenticity and proximity to larger towns, are in demand.
Safety, privacy, and wellness amenities are also higher priorities. Importantly, our clientele is getting younger. Buyers are no longer exclusively approaching retirement age—many are professionals who can work remotely and split their time between the Riviera and their home country.
Which areas along the Riviera are experiencing the most interest or growth right now, and why? What are some favourite neighbourhoods and villages the Team would recommend?
Interest is strong across the entire stretch from Menton to Saint-Tropez, though the hotspots shift over time. Cannes and Antibes remain favourites for their lifestyle and connectivity. Nice appeals to those seeking vibrant city life with the Mediterranean on their doorstep. Inland villages like Mougins, Valbonne, Vence, and Seillans attract buyers who want charm and space.
Choosing a “favourite” location is difficult because the Riviera offers so many excellent options. Our approach is to listen closely to each client’s needs—whether they want peace and nature or to be in the heart of the action—and guide them accordingly.
Our eight offices cover a wide area, with local specialists in each location. This allows us to accompany clients on a broad search while providing precise, on-the-ground expertise—something they greatly appreciate.
Many of your clients are purchasing second homes or relocating from abroad. What are some of the most common concerns they have, and how do you help ease the process?
The main concerns are navigating the French administrative process, understanding taxes and notary procedures, managing renovations, and maintaining a property from abroad.
We address these by working with trusted English-speaking notaries, local accountants, architects, and contractors. We prepare clear step-by-step checklists and offer comprehensive handover services.
When I think about what foreign buyers need, I put myself in their shoes—buying in a country where I know little about the system. What you want above all is trust and security. You want to make the right decisions, guided by someone who ensures that your dream property doesn’t turn into a nightmare. That’s exactly the service we aim to deliver.
Can you walk us through how Wretman Estate supports clients beyond the sale—are there services in place for renovation, legal matters, or lifestyle integration?
Yes. We connect clients with vetted professionals for renovation, interior design, property management, and ongoing maintenance. We also liaise with legal and fiscal advisors, and help with practical matters such as schooling, healthcare, and local introductions.
Our aim is to make the complex simple—acting as a filter that organises and streamlines the flow of information into a clear, manageable process. Many clients remain in contact with us for years after their purchase, and we are generous with our advice and assistance. We know that this builds long-term satisfaction and turns clients into our best ambassadors.
Could you share a recent success story that embodies the Wretman approach to client care?
Recently, we assisted an international buyer with a very substantial purchase. At first, they weren’t sure what they wanted, but after a long search, they found their dream home and customised it to their taste.
The transformation was spectacular, and the owners were so pleased that they invited everyone involved—including members of the Wretman team—to a celebratory cocktail party. Seeing their joy, and hearing their heartfelt thanks, was as rewarding to us as the commission itself.
Tell us more about the process of selecting homes to represent. What does this entail? Are there any specifications or guidelines?
We only take on properties we believe we can market effectively and sell at fair market value. This involves a site visit, market and technical assessment, and a marketing evaluation that considers photography, storytelling potential, and buyer fit.
We look for authenticity, quality of location, and realistic pricing. If a property needs renovation, we assess its potential and feasibility. And we are not afraid to decline a listing if we feel the seller’s expectations are out of sync with market realities.
How do you go about preparing a home for show/sale? What are some of the most important aspects to consider?
Presentation is key: professional photography, accurate floorplans, clear documentation, and—when suitable—staging to showcase the property’s lifestyle potential. We ensure legal and diagnostic documents are in order, declutter spaces, and tidy outdoor areas.
For properties needing refurbishment, we often recommend simple decluttering rather than heavy investment. If the property has strong potential, it’s sometimes better to let buyers renovate to their own taste rather than impose a style they might later change.
Any specific properties you’d like to highlight right now in your portfolio?
We currently have standout listings, including a renovated seaside apartment in Antibes ideal for year-round living, a panoramic villa near Vence offering modern comfort and spectacular views, a seafront apartment in Cannes, and a penthouse in the coveted “La Californie” district.
What does the onboarding process look like when someone joins your team—and what do you look for in an agent representing Wretman Estate?
Our onboarding process includes hands-on local training, mentoring, and immersion across our offices, enabling new agents to gain a deep understanding of Riviera’s micro-markets.
We look for integrity, multilingual skills, empathy for international clients, commercial discipline, and a strong network-oriented mindset. Our company culture is important to us — we ensure that every new recruit fits our ethical and service-driven environment.
What’s next for Wretman Estate—are there plans for expansion, new services, or a shift in focus?
We’re continuing to expand our Riviera network while developing services that support the full client journey. We’re moving our Cannes headquarters to a prime new location, with an interior designer ensuring it reflects our brand standards. The digital mock-ups are fantastic, and I can’t wait to see the finished result.
We’re also acquiring a 180m² office in another prime spot, with renovations starting soon. I believe in constant improvement—in our industry, standing still is falling behind. Visibility, innovation, and exceptional service require significant investment, and growth is key to supporting that. A larger team and broader network will keep us competitive and looking ahead to a bright future.
How do you see the Riviera’s property market evolving over the next five years, especially in light of changing buyer expectations and global uncertainty? How is Wretman Estate poised to handle this?
I expect steady demand for well-located, high-quality homes, with particular emphasis on outdoor living, sustainability, and adaptable spaces. Prices, currently stable, are likely to rise modestly in the short term and provide solid long-term returns.
Global uncertainty will continue to push buyers toward secure, desirable markets—and the French Riviera will remain a “must-have” for those looking to safeguard their assets. Wretman Estate is perfectly positioned to meet that demand with local expertise, trusted partners, and a flexible, client-focused approach.
To find out more about Wretman Estate and its properties, visit the website, Instagram profile or Facebook page