brico international

The italian trade magazine for the DIY market

BricoMagazineBricoMagazineInternational Edition - June 2013 www.bricomagazine.com

International Edition

Interview2013 brings re-vampedassortment and new developments for Self

Expo&ForumBricoDay, the n°1 event in Italy for the Diy marketis back on september 26

Market dataGfK Retail: the growthof private labels inItaly’s Diy superstores

DIY in Italy: the market strugglesbut holds up

1 1 14:07

FITT, THE SPECIALISTIN GARDEN HOSE MANUFACTURINGHigh quality and efficient serviceunder the Made in Italy trademark

Innovation, design, high-quality products and comprehen-sive service. Guided by these values, FITT® strives daily to satisfy its retail clients as well as consumers. Capitalizing on a highly flexible production organization and a wide range of technological solutions, FITT® -next to a standard range of garden hoses- offers clients the ability to fully customize its products, combining different types of textile reinforce-ments, materials and aesthetic finishes. This allows each client to create and market a distinctive, customized range of garden hoses.

NTS® patent, an international success

The commitment to innovation, brought FITT® to develop

the revolutionary NTS® technology, the patent recognized

by the market as the new standard in garden hoses.

During use, ordinary hoses tend to form knots and twists

that obstruct water flow and make the task of watering

difficult and irritating. The NTS® anti-knot patent eliminates

standard hose defects, preventing folds and erratic beha-

viour and ensuring extraordinary manageability. The exclu-

sive helicoidal mesh enables the hose to absorb the

torsion forces generated by water pressure and eliminate

them.

Thanks to this innovative technology, the NTS® hose is

handy and docile, easy to roll and unroll on the hose reel

without any kink.

Worldwide presence and service

FITT expertise in PVC hose manufacturing is supported by

an established commercial presence on every continent:

thanks to a well structured network of subsidiaries in

Europe (France, Spain, Poland) and to commercial agree-

ments and technological partnerships -from North Ameri-

ca, to Brazil, South Africa, Australia and Japan- FITT® is

able to provide a targeted service to clients all over the

world. Thanks to the international presence, FITT® boasts

a deep knowledge of different markets that enables the

Company to develop products aimed to meet specific

requirements worldwide delivered through a highly efficient

logistic service.

PATENT

NO FOLD NO TWIST EASY

Editorial .............................................................................. 5

News

Retail trade ....................................................................... 9

Current affairs ................................................................. 16

Self joins Bricoalliance and looks towards Europe .............................................................. 18

BricolaRge doubles up ............................................... 19

Buyers enjoy better organized National Hardware Show in 2013 .......................... 22

Bricofer unveils its “Reality Shop” experience for DIY enthusiasts ................................. 24

INTERVIEW

2013 brings re-vamped assortment and new developments for Self ......................................... 28by Giulia Arrigoni

A SURVEY OF DIY CHAINS

A negative year for the DIY retail network ............... 36by Giulia Arrigoni

MISTERY CLIENT

Visiting the Bricoman outlet in Carate Brianza ............................................................ 44in collaboration with Interactive Market Research

EXPO&FORUM

BricoDay 2012: brands and private labels in DIY ................................................................................... 50by Monica Renna

VISUAL MERCHANDISING

Put out... the outdoor range ........................................ 56by Dora Binnella

VISITED FOR YOU

La Prealpina, Carmagnola ............................................. 62by Giulia Arrigoni

MARKETS

The wood sector: the crisis and a changing approach to the market .............................. 66by Raffaella Pozzetti

MARKETS

The paints and coatings sector: partnerships and training are the key ................................................. 70by Raffaella Pozzetti

STUDIES AND RESEARCHES

The growth of private labels in Italy ........................ 74by GfK Retail and Technology Italia

MARKETS

The mass merchandisers’ approach to private label DIY ......................................................... 56by Raffaella Pozzetti

INTERVIEW

Brichome, one company and a common business strategy .............................. 82by Giulia Arrigoni

New Stores ....................................................................... 86

The showcase ..................................................................92

Exhibitions ........................................................................ 96

Contents BricoMagazine International Edition - June 2013

BricoMagazine 1

Focus onA negative year for the DIY retailnetwork in ItalyAs 2012 came to a close, theDIY network was still sufferingthe effects of the economiccrisis, with the number of ou-tlets down. Conversely, increa-ses were recorded both in totaldisplay space and in the avera-ge size of Italian DIY centres.

PAGE36

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6th

EDITIO

N

Expo&Forum

The n°1 eventfor the DIY

market in Italy

Over 100 exhibitors

Come and meet the best Italian companiesand retailers in a marketplace environment.BricoDay is held in Milan at MiCo, the largestcongress center in Italy (part of Fiera MilanoGroup). Participation is free of charge.Special assistance for foreign visitors. Sendyour requests to: [email protected]

luceQuadraw w w . c f g . i t

™

Thursday, September 26, 2013

®

Register for free at

www.bricoday.it

Top italian andinternationalspeakers

Via Gattamelata, 5 Fiera Milano CityMilan - Italy

For info www.bricoday.it Find out more on the 2012 edition at page 50

BricoDay 2012 clip

EnglishBrochure

It is with great pleasure that we intro-duce to international readers Brico-Magazine, the Italian magazine dedi-

cated to the modern DIY retail world. We took this opportunity on the basis ofdifferent yet equally important reasons:the 10-year anniversary of the magazine;the arrival, for the first time in Italy, ofthe Global DIY Summit, organized bythe European associations EDRA/Fedy-ma, of which BricoMagazine is mediapartner; the growing importance of in-ternational markets for Italian compa-nies, not only the traditional European ones, but also theemerging areas of the world. After having reported onthe evolution of the Italian DIY market for a decade – asector that is currently going through its first year of ac-tual recession – the magazine’s publisher decided to sub-mit an all-round view of Italian DIY retailers and sup-pliers to all major DIY operators in the world. As manyas 4,500 copies of BricoMagazine will be circulated, of-fering the possibility to get closer to a market that hasalways recorded good growth rates, consisting of majorsuppliers as well as a highly complex and diversified re-tail network. We publish this international issue of Bri-

coMagazine with the aim to offer readersthe widest possible picture of the Italianmarket, with news, interviews and specialfeatures on the current situation and the fu-ture development of DIY retail stores inItaly. For example, on page ... you can readan interesting interview with the representa-tives of Self, the main Italian DIY retailchain, running directly a network of totallyowned stores. And again, always in the retailfield, the "Visited for you" series of articlesdevoted to new openings with detailedanalyses of the point of sale, as well as the

reception and the service reserved to our mystery shop-per visiting a DIY shop. Readers will also find specificarticles devoted to visual merchandising and, of course,to the world of suppliers with a detailed analysis of thecurrent situation. Finally, in order to better understandItaly’s DIY retail network, two interesting articles areworth a special mention. The first one describes a DIYindependent (Brichome) and the second an "unusual"hardware store, which will undoubtedly offer plenty offood for thought. We hope that you will like this publi-cation, we are at your disposal if you want to contact usfor more information. Happy reading!

BricoMagazine is published by EpE Edizioni S.r.l - Via Spezia, 33 20142 Milan - Tel +39 02 8950 1830 - Fax +39 02 8950 1604Email: [email protected] - Web: www.bricomagazine.com

Managing director: Massimo Casolaro [email protected]

Editorial manager: Giulia Arrigoni [email protected]

Editors: Claudia Perolari [email protected]ée Duca [email protected]

Editorial assistant: Silvia Mariani [email protected]

Contributors: Dora Binnella, Raffaella Còndina, Ferdinando Crespi, Mauro Milani, Daniela Ostidich, Raffaella Pozzetti, Andrea Prete, Monica Renna, Anna Rucci, Lena Scotti, Bob Vereen

Paging up: Claudia Bellelli [email protected]

Photography: Andrea Lavaria [email protected]

Printed by: Ingraph - Seregno (Mi)

Advertising office: EPE Edizioni - Via Spezia, 33 - 20142 Milano Tel. +39 02 8950 1830 - Fax +39 02 8950 1604

Sales manager: Maurizio Casolaro [email protected]

Giulia Arrigonieditorial manager.

BricoMagazine 5

Editorial BricoMagazine International Edition - June 2013

ColophonALFER www.alfer.com III cover

ALUBOX www.alubox.it Page 4

ARCANSAS www.arcansas.it Page 17

ARIETE www.ariete-group.it Pages 31-33-65

BOLIS www.bolisitalia.com Page 11

BRICOLIFE www.bricolife.it Page 8

C&C www.cecarredi.com Page 43

CAM www.extremasealants.com Page 13

CFG www.cfg.it Page 15

COMFERUT www.comferut.it Page 61

ELEA www.eleaspa.it Pages 20-21

FITT www.fitt.it II cover

GIMI www.gimi.eu Page 26-27

Global DIY Summit 3

KIMONO www.kimono-spa.com IV cover

KRINO www.krino.it Page 41

MADE4DIY Page 69

MOBIL PLASTIC www.mobilplastic.it Page 49

POLIMARK www.polimarksrl.com Page 55

SODIFER www.sodifer.it Page 6-7 / 34-35

VEGA www.vega-pika.it Page 25

Advertisers

13:39:36

BricoMagazine 9

Ikea Italia, purchases exceed 1 billion euros. And that’s not all!

The Ikea Italia annual press conference, held recently in Milan,presented its annual report on social, environmental and humanresources. The social and economic activity of the Swedishgroup involves over 2,500 Italian enterprises. In the furniture in-dustry alone purchases reached more than 1 billion euro, and in-volved 53 manufacturing operations for a total of 2,500 jobs.Furthermore food purchases totalled twenty and a half millioneuros and 7.2 million kg of merchandise was purchased; about200 million euros was spent on goods and services and jobs crea-ted numbered 1,110 in the transport sector and 1,600 in outsourcing. The construction and maintenance of exi-sting Ikea stores originated a total turnover of 18 million euro for 80 Italian companies, including professionals,builders and other suppliers.

Retail trade news

Self debuts on TV soap opera style

For the first time ever Self has decided to advertise via a nation-wide campaign on TV. The commercial uses a retro 1980s setting for a “soap opera” featuring a clueless 50-something coupletrying to cope with a series of unfortunate, yet commonplace hitches resulting from poor home maintenan-ce. The TV spots were broadcast on major Italian networks RAI and Mediaset in various time slotsbetween late March and early April. The campaign plays around with the typical soap format and dialogue,which highlights the ridiculousness of the situation and supplies tongue in cheek solutions to the problems

of the two protagonists. Self resolves the various situations thatoccur thanks to its wide variety of DIY products. In the com-mercials Self contrasts comedy with drama - emphasized by thecharacters -, in a simple and practical way that any of us couldapply for ourselves in our own homes. A solution is always athand thanks to the wide variety of high quality products selectedin the commercial to decorate for example the floor, paint thewalls, renovate the interior and tend the garden.

A new entry for the FDT Group

The FDT consortium has added a new affiliate to itsgroup. On 4th March this year Papeschi srl joined theconsortium with two outlets – one 2500 square meterstore in Lucca and another (1,200 sq.m) in Gallicano(near Lucca). The company has more than 50 years ex-perience in the flooring and interior decoration market

and has also developed DIY and outdoor furnishing departments – first at the Lucca outlet and then in its Gallicano sto-re, which is dedicated entirely to DIY. The stores also offer a key-cutting service and, above all, a paint and colouring de-partment that also targets professionals.

BricoMagazine10

OBI Italy’s "Master in Retail Management" course has ended and the first young graduates have entered its sales network

The Master in Retail Management course, organized by OBI in collaboration with the E-ducation.it Trai-ning School, offered a new format that aimed to increase the students’ potential and get them started on aprofessional career in the chain’s stores. Lasting from May to November 2012, for a total of 752 hours, thestudents of the three courses held in Milan, Florence and Rome, alternated between classroom lectures

and two internships at OBI stores. During the lectures varioussubjects were covered, such as economic management of the salesoutlet, marketing, purchasing and supplier relationships, managingcustomer service, the organization of human resources in DIY su-perstores, as well as leadership and management skills. During theinternship, however, those participating also followed a trainingprogramme developed by the Human Resources Department, whi-ch allowed them to get an all-round overview of how the storeswork, starting from the receipt of goods to the sale, the checkout

area and information box, and then moving onto administration. Fifty-two people were involved in theOBI sponsored training course, 46 of whom completed the course and gained their diploma. More than50% of the participants are currently working in OBI. At the end of the Master course the best candidatefrom each of the three courses was awarded a scholarship.

Retail trade news

Student discounts at CFadda

The students’ discount card campaign is part of a project that will, fromtime to time, involve different categories of customers. The discount is ex-pected to be 8% on all items and card holders must sign up for the CFad-da Advantages Card. At the time of signing you will need to hand in acopy of your identity document and proof of payment of tuition fees forthe academic year 2012-13. The request to activate the 8% special di-scount must be submitted no later than 30 June 2013. The discount willbe valid until 31 July 2013 on merchandise from all departments, exclu-ding items already part of other promotional offers. The card-holder’s na-me is embossed on the card and whenever it is used, the user must show avalid identity document. The campaign will not only be announced via theusual channels, but will also be publicized both in stores and at places nor-mally frequented by students (university canteens, sports clubs, studentunion, etc.).

Bricolife becomes a member of EDRA

Following Self ’s example, the Bricolife Consortium has also decided to join EDRA. This brings the total numberof European members of the association to 113 - either directly or via membership of affiliated trade associa-tions. John Herbert, General Secretary of EDRA said "We are delighted to have Bricolife as a new member ofEDRA. Bricolife is happy too welcome the type of smaller, family-run enterprise that occupies such an impor-tant role in the Italian market. "

BOLIS ITALIA srlVia F.lli Kennedy23881 Airuno (LC) - ItalyTel: +39 0399271126Fax: +39 0399271133 e-mail [email protected]

www.bolisitalia.com

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Retail trade news

Bricolife plays "Twice” the newmake a purchase and win 2 ti-mes competition

The new contest created by the Bricolife consor-tium, which began on 15th March and lasteduntil 15th May, had three main objectives: to en-courage the use of the Loyalty Card, promotethe activation of new cards and encourage con-sumer spending via customer rewards; for every25 euro spent, customers received a scratch card(2 for 50 euros, 3 for 75 euros, etc.). Customerscould find out immediately if they had won one

of the shop-ping vouchersup for grabs (atotal of 3,250vouchers withvalues startingfrom 5 euroswere availa-ble), and couldalso continue

the game on-line. In fact, all the cards have a re-movable strip concealing an entry code foranother competition at the Bricolife site. Oncehe or she entered the code and compiled an onli-ne form with their personal data the recipientwere included in the final draw. Once the com-petition ends a company official will extract thenames of the lucky winners who will take home“Superprizes” including a Fiat Panda, 5 electricbicycles and 100 Samsung tablets).

Leroy Merlin returns to the Bollate correctional facility

Leroy Merlin and the administration of the Bol-late correctional facility are working togetheronce again, this time the Leroy Merlin staffworked directly with Block Two inmates on aproject to soundproof the institution’s multi-functional meeting room, auditorium, cinemawhich is used for meditation, interviews andgroup discussions. Gianluca and Giovanni fromthe Baranzate store of Leroy Merlin are expertsin the construction industry and got to workwith 13 inmates starting with the theory and te-chnical characteristics of sound-proofing mate-rials before moving on to the practical applica-tion of completing the project together. BlockTwo inmates have a single room, which is usedas a venue for meetings with social workers aswell as an auditorium. Before they were carriedout the work the reinforced concrete and ironwalls afforded no privacy and did nothing to de-crease acoustic fall-out. For this reason a groupof inmates and volunteers mobilised to resolve asituation that has been creating considerable in-convenience over the years. The working part-nership between Leroy Merlin and the correc-tional house happened almost by accident: thestore, situated nearby, was organising its usualcraft and DIY courses for the public and contac-ted the Bollate facility asking the warden if theycould hold some of these courses inside the pri-son so that inmates could learn helpful skills forthe future. The warden considered with interestthis proposal and the value of the competenciesinvolved and immediately gave the go ahead.

New entries in Bricolife

The Bricolife Consortium has welcomed anothertwo members. The first is Unipam srl, the companyowner of the Centro Acquisti Orizzonte retail outlets(using the traditional department store model withfood hall) which has decided to increase the storearea dedicated to DIY. Unipam operates in Laziowhere it has 11 outlets; the most recent opening wasin Cisterna di Latina. The second new member isFree Time srl, with one 2,000 sq.m store in Foggia.

BricoMagazine12

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BricoMagazine14

Retail trade news

On 6th and 7th March Pomezia hosted the ninth Bricofer BusinessMeeting "To Do Together"

Against the backdrop of the Hotel Selene CongressCentre the ninth edition of the Bricofer Business Mee-ting "To Do Together" took place in Pomezia (near Ro-me), where suppliers met affiliates and brand represen-tatives. The event, which takes place three times a year,offers fast track access to business contacts in order toincrease efficiency. This philosophy of ‘chasing business’identifies in the supplier a true partner that should beintegrated into the network and sees the store as the fir-st interface with customer demand. Via a system of oneto one appointments, in just two days 26 partner sup-pliers in the group made approximately 540 orders tothe tune of 980,000 euros. This was an important op-portunity for suppliers to submit tenders created specifi-cally for the event and proved fundamentally importantin creating active participation between suppliers anddistributors. The gala dinner at the conclusion of thefirst day saw affiliates, suppliers and Bricofer staff enjoya moment of relaxation and fun. During the evening aspecial token of appreciation was given to German sup-plier Alfer Aluminium GmbH which received the Spe-

cial Bricofer Partnersprize for the on-goingdedication and coope-ration with which it isalways ready to followsales and marketinginitiatives thus de-monstrating its relia-bility and confidencein Bricofer.

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Self HappyBox: a box full of surprises

Self wants to reward the loyalty of existingcustomers and attract new ones with this in-novative proposal: participating in the BigSelf Happy Box Contest. This toolbox con-tains a wide range of products for the home,leisure and not to be missed offers for just €9.90. Customers reserved their boxes from25th March to 25th April at www.selfitalia.itand picked them up later at selected stores.This gave them the right to participate in theBig prize draw which gave away fantastic HPnotebooks and printers, Vergnano coffeemakers and much, much more – in total 84prizes were up for grabs. With a few clicks ofthe mouse, customers could purchase the SelfHappy Box directly on-line by filling in andprinting the reservation form; the boxes wereavailable for collection from 2nd to 5th May.The competition was promoted via on-lineadvertising, flyers and brochures distributedat all the Group’s stores.

From Bricocenter to Italbrico

Three former Bricocenter members have swit-ched allegiance to Italbrico. As of last January,CIB Brico Valenza S.r.l. based in Valenza (nearAlessandria) with a 1000 sq.m outlet, BricoPietrasanta Srl with a store of 900 sq.m in Pie-trasanta (near Lucca) and Fastred Srl based inNocera Inferiore (near Salerno) where it opera-tes a 1,400 sq.m DIY store have, in fact, beco-me part of the latter consortium.

CFG, since 1961, distributes all over Italy chemicals for

Professional and DIY maintenanceUp to today, CFG range is the widest on the market and at the same time available from a single

source.

In 2011, the CFG Srl has acquired the brands LuceQuadra and Emmeci specialized into electrical

equipment (fan, heater, lighting, plugs, torches, etc.) thus entering into the segment of electrical

equipment with more than 350 new part numbers and with two brands present in Italy since 50

years.

In 2012, the CFG Srl became the official national distribution in Italy for Duracell, Ambi Pur Car,Ambi Pur Home, Gillette, Braun for wholesalers and retailer belonging to Hardware, Electrical,

Garden, Marine and Brico Groups.

From owned warehouse in Livorno, orders are given to couriers within 24 hours from order receipt

and delivered by courier to retailers in the next 48 hours.

Several thousands of Retailers are supplied by CFG in Italy. Employees, area managers and a wide

network of sales agents regularly visit stores offering technical support and commercial training and

verifying proper product presence on the shelf.

As far as the large-scale distribution Brico (Non-Food), CFG is present in the most important Italian chains.

CFG Srl - Via Fraschetti, 5 - 57128 Livorno Ph. +39 0586 580066 - Fax +39 0586 580731 - E-mail [email protected]

www.cfg.it

The new logistic center of CFG. CFG headquarter, located in an historic villa.

BricoMagazine16

Current affairs

Elettrocanali expands its headquarters and logistics centre

Operating in the production and sale of electrical equipment,Elettrocanali a company situated in Scanzorosciate (near Ber-gamo), recently inaugurated its new logistics centre and officebuilding. The industrial complex covers an area of about 20,000sq.m, 13,000 sq.m of which is undercover. The make-over hastransformed the premises both in terms of space and design tofit in with the needs of a company that has continued to growfor over forty years. Together with the adjoining plant in Pe-drengo, the two production sites in the province of Bergamooccupy a covered area of 16,000 square meters; if we take intoaccount the production sites in Osimo, near Ancona, and thatin Avellino, the four Italian plants total over 20,000 sq.m. Out-side Italian borders meanwhile Elettrocanali is present in Fran-ce and Spain with two subsidiaries dedicated to sales andmarketing near Lyon in France and Barcelona in Spain. Thisexpansion has also effected logistics: the majority of exports (toover 70 countries, accounting for 50% of sales) and distributionin Northern Italy leave from the Scanzorosciate depot. SinceElettrocanali’s trading policy is committed to immediate, in-stock availability for all the items in its catalogue, there is a clearneed for adequate space to prepare and ship orders, given thesteadily increasing volume of business the company handles.

C.&C.'s new online catalogue

C. & C. Arre-damenti Metal-lici srl has aneye on the futu-re, but is notforgetting thepast. Its com-prehensive cata-logue of equip-ment for allmanufacturingand commercial needs has now gone online.Indeed, the DIY world is not C. & C.’s onlytarget market. Its aim, with this simple, illu-strated catalogue, is to remind all its clients ofits production flexibility, which allows it to of-fer a wide range of complementary products.Its aim, in short, is to be, more and more, anall-inclusive supplier, offering turnkey solu-tions. The catalogue is full of articles that areclearly presented with photographs, technicaldescriptions and all the necessary measure-ments. All users have to do is visit the websitewww.cecarredi.com and click on SCARICACATALOGO PRODOTTI (download ca-talogue). By entering a few essential details,which will remain in our archive and in the li-st of newsletter subscribers, users can receivethe full catalogue or the section or sections ofinterest (Shelving – Drum storage – Work-shop furnishings – Community furnishings –Office furnishings).

Bosch Power Tools reaches the 4 billion euro milestone

Despite unfavourable market conditions, the Power Tools division of the Bo-sch Group has recorded a 6% growth in sales for the year 2012. The companyhit the target of € 4 billion in sales for the very first time and in doing so ack-nowledged the contribution made by its 19,000 employees. In 2012, the ove-rall market growth was 4% with a turnover of 24.5 billion euro. Particularlypositive results were recorded in Asia, despite the market performing belowexpectations. The main cause can be found in the effects of the economicslowdown in China. Good progress was achieved in North America, wheregrowth was 6%. One of the reasons for the positive development of sales isthe great market success of the measuring instruments business. Good news

from Europe too; despite a stagnant market, Bosch Power Tools managed to strengthen its position with a +3%.

Ind.i.a. are shopping in Germany

Among the many sad stories about Italian companies stepping out ofbusiness, fortunately something good happens occasionally. This isthe case for Ind.ia Vicenza, a company specializing in iron accesso-ries, which has just finalised the acquisition of Triebenbacher, a Ger-man company with 9 branches and 91 employees, a reference pointin Germany for iron and steel accessories. Ind.ia, led by founder Bru-no Gonzato and his children, today employs more than 700 peopleworldwide with 120 in the company headquarters in Malo.

Idro-Bric acquires Acquasanit

Idro-Bric SpA recently took over Aquasanit, the commercial arm of Inda Ltd, a company that is stepping out ofthe DIY market to concentrate on the professional retail market as its core business. With the acquisition of Ac-quasanit, Idro-Bric completes its range of products as a global supplier for plumbing installation, taps, hydrothe-rapy, sanitary ware, water heaters, boilers, furniture, shower cubicles, bathtubs and bathroom accessories. Fromthe point of view of logistics the Acquasanit warehouse has been integrated into Idro-Bric’s Casirate d'Adda de-pot and storage operations, and the company is in the process of building a new 600 sq.m warehouse to improvedistribution logistics. Inda currently supplies Idro-Bric with an assortment of shower cubicles and bathroom fur-niture. Revenue forecasts for 2013 predict post-takeover sales of 45 million euro.

BricoMagazine18

Self joins Bricoalliance and looks towards Europe The Self group continues to grow and as it does it is taking inspiration from what is happe-ning outside Italy by joining European consortiums and trade associations.

Following its recent adhesion toEdra, Self has also decided tojoin Bricoalliance, a purchase centresupported by nine European chains.We asked Enrico Gardino somequestions about the reasons behindthis move and what objectives Selfplans to pursue. First the obvious question: Why?First and foremost to expandoutside Italy so we can im-prove our purchasing powerand then to compare our per-formance with other chains’.The first reason is, as you say,obvious; everyone knows. Butthis is the kind of move thatbreaths life into a business.The second reason, which isjust as important for us, is im-proving our performance andthe best way to do it is to com-pare ourselves to other chainsthat work in the same sector;not our direct competition,that would be impossible, butwith the reality of how thingswork in other countries Do you think that your expe-rience of markets outsideItaly will help power futuredevelopments for your brand?It’s certainly becoming moreand more important to look atwhat’s happening elsewhereand we believe that this kindof exchange of information –

perhaps with Bricoalliance – couldbe a stepping stone towards the fu-ture for Self. This is the same moti-vation that lies behind our member-ship of Edra and it was that decisionwhich led to us joining Bricoal-liance.Have you been to any meetingsyet? What was your impression?

Yes, I’ve been to meetings withEdra and Bricoalliance. More thananything else the consortium hasbeen working swiftly to try to as-similate common developmentstrategies for the future. Further-more, in a few months – the datehas yet to be decided – we will beholding our first meetings withsuppliers as Bricoalliance. Theidea isn’t to enter into negoti-ations immediately, but topresent the consortium, ex-plain what it is and what itwants to do and outline ourfuture projects. Our intentionis to build a reality that will gobeyond a simple exchange oforders and contracts: at leastthat what we hope to achieve. You have set yourselves anambitious task: nine brandsin nine countries...You’re right, but I believe thiscould be a great opportunityfor us. There’s a great deal ofwork that still has to be done -there’s no doubt about that –not only problems connectedto the different languages wespeak but also different men-talities, customs and marketdemand. We will all need tobe flexible and committed tothis project if we want to makethe best choices that will ben-efit everyone. �

Current affairs by Giulia Arrigoni

EnricoGardino,Self’s CEO

BricoMagazine 19

BricolaRge doubles up BricolaRge has decided to invest a significant amount ofmoney over the course of 2013, according to a plan thatwill revolutionise the company’s communications with itscustomer base and independent dealers.

With 12 outlets, a modern un-mistakeable brand and, de-

spite the current economic down-turn, thriving business, BricolaRgeclosed 2012 in the black thanks to itspolicy of presenting itself to suppliersas a potential partner, but also thanksto its appeal to a customer base thatleans heavily towards DIYers. Based on its success and followingthe logic of its strategy, BricolaRgehas drawn up an ambitious invest-ment plan for 2013 that will revolu-tionise the company’s communica-tions with its customer base and withindependent dealers that want to bepart of a consortium that will allowthem to improve their market shareand, of course, their sales and profitmargins. “When deciding how to deal withthe problems in the franchising sec-tor that emerged during BricoDay2012” – says Carlo Basciani, head ofmarketing at BricolaRge – “we optedfor the consortium model as a likelyalternative; all our members sharethe decision-making and the benefitsequally and the benefits can be ma-jor, above all during a recession likethe present one.”BricolaRge was developed based onthe experience gained with Con-sorzio Punto Legno, which was oneof the first of its kind in the ItalianDIY sector, but which went on tohave some serious issues. Howmuch of Punto Legno is thereBricolaRge?

“It’s certainly true that when we talkabout Punto Legno we are talkingabout the history of DIY in Italy.The sector has come a long way andhas left industry professionals –manufacturers and distributors –with a wealth of valid experience andknow-how”, continues Mr. Basciani.Personally I feel very attached to ourpast, but at the same time, as some-one who has yet to celebrate his 40thbirthday, I think the present and thefuture are there for the taking andshould be fully mapped out. I havebeen with BricolaRge since 2009and in these last few years we haveworked hard to improve our organi-sation and the open and honest rela-tionship we have with our suppliers,whom we see as our partners in thisventure. All of this benefits ourmembers. There is still a great dealto do and 2013 will be an importantyear for our consortium. What can we expect from Brico-laRge?At present being part of the Brico-laRge consortium is an opportunityand we hope it will become a sourceof pride with time. We are workingon projects that will bring a breath offresh air to the market and take it in-to the new century. Of course wecan’t give too much away, but thenew frontier is in communications,media and the internet - all aspectsthat will carry a great deal of weight.But whatever the medium, I believethe kind of reputation your brand

has with suppliers and consumers isparamount and I think our reputa-tion is solid. We have worked hard toachieve this and now we have to putit out there and you can be sure wewill be doing our utmost in order tosucceed. Is there anything more you can tellDIY enthusiasts?We aim to give the consumer thegreatest possible satisfaction. Untilrecently that usually meant gainingthe customers’ trust and encouragingtheir loyalty, but that is no longer thecase. Marketing experts talk about“conversational marketing” and re-tailers that “listen” (says PhilipKotler) because today the customerreally is King: the customer com-ments, has opinions, interacts withthe retailer and with other con-sumers. We want to be part of thatflow of information because it is ofvalue to us and, and I cannot stressthis enough, to our customers. InItaly in particular, and not just in oursector, it’s very difficult for the con-sumer to be heard. We’d like to seethat change. We want to listen, workwith the customer and, hopefullygrow with them too. �

Carlo Basciani.

BricoMagazine22

Current affairs by Bob Vereen

Buyers enjoy betterorganized NationalHardware Show in 2013

Just as retailers realize they mustkeep improving to satisfy cus-

tomer needs, this year's NationalHardware Show, held in earlyMay, offered buyers a number ofmajor improvements designed tomake it easier to shop, easier tofind new items or explore othermarket opportunities and with theadded advantage of a series of edu-cational seminars, several of themfocusing on the rapidly evolvingworld of social media and mobiledevices and their impact on retail-

ing and marketing.While there are other exhibitions forthe kinds of products sold in hard-ware stores, home centers and spe-cialty retailers, there is none quitelike the National Hardware Show,which blends a huge exhibition witheducational seminars, and that iswhy it attracts wholesale and retailbuyers from around the world, fromas far away as Australia, Europe,South America and Asia, in addi-tion to full line and specialty whole-salers and distributors, as well as in-

A report from the National

Hardware Show 2013, 7-9

may Las Vegas.

BricoMagazine 23

dividual retailers and chain store re-tailers of all kinds from throughoutNorth and Central America.Because buyers are always lookingfor “something new”, this year theshow featured three segments em-phasizing new items in a New Prod-ucts section, making it easy for buy-ers to concentrate on such items,another area called Innovation Sec-tion also introduced new items, andthis year show management also set

aside an area for New Exhibitors,whose products, in most cases,would be new to most attendees. A Packaging Exposition, rewardingfirms with outstanding packaging,also helped buyers focus on sales-making products and effectivepoint-of-sale merchanding aids.For american buyers who realize thatconsumer interest in American-madeproducts is growing at a remarkablepace, special recognition was givento firms whose products are Made inAmerica so they could concentratetheir buying on those items.But perhaps the most importantchange in the show this year was theimproved organization of the showby merchandise category, making itmuch easier for buyers to concen-trate their product reviews of theitems of most importance to them.And because the show consisted ofmore than 2,700 exhibitors, such adepartmental organization was mosthelpful. Recognizing overall mer-chandising trends, two new cate-gories were offered building prod-ucts and farm & ranch. Management said the show alsoallowed manufacturers to connectwith inventors and find new prod-ucts for their portfolio. For inven-tors, it was their way of gettingtheir products into the distribution

channel. “Of the new products weshowcased at the National Hard-ware Show this year, three of themwere from products we discoveredat the show last year. One of themwas a winner of the Retailer’sChoice award,” said Corey Talbot,vice president of marketing andnew product development atHyde. “The National HardwareShow is the best place to find greattalent—inventors that need some-one to help them move their prod-uct along the distribution channel.Those inventors typically have anew product 80% of the way de-veloped, but need someone to takeit the rest of the way.”The Retailer's Choice mentionedabove is a recognition program ofHardware Retailing magazine, inwhich a group of retailers prowl theshow and pick items they think willbe winners in their stores. Theproducts and producers are recog-nized during the show's final stagesand also in the magazine's July is-sue, reaching more than 30,000wholesale and retail readers. Themagazine has used retailers tosearch for products they like at thisshow for more than 40 years.Next year's show will be held inLas Vegas May 6-8, 2014. www.nationalhardwareshow.com �

In all, here are the 11 categoriesin which the show's 2,700 exhi-bitors were organized:• Building Products• Farm & Ranch• Hardware & Tools• Homewares• International Sources, whichincluded suppliers from morethan a dozen countries• Inventor's Spotlight (anotherplace to find new products)• Lawn, Garden & Outdoor living• Paint & Accessories• Plumbing and Electrical• Storage and Organization• Outdoors, Tailgate and Re-creation an outdoors display ofitems like barbecue grills,

Exhibitors categories

BricoMagazine24

Bricofer unveils its “Reali experience for DIY enthus

Current affairs by Giulia Arrigoni

BricoMagazine24

Not so much a reality

show as a reality shop,

where several couples

will be getting to grips

with DIY projects.

A 14-stop tour covering

the length and breadth

of Italy.

The retail chain Bricofer haslaunched its “Reality Shop”, a

reality show-type shopping expe-rience for couples. The competitorswill be filmed as they try their handat DIY, having been given a specificassignment: to construct an objectwithin a time limit of 20 minutes.The winning couple will becomethe faces of a Bricofer advertising

campaign and will take hometwo Dacia Dokker Vans. To

take part, the would-becompetitors were re-

quired to submit aphoto showing

themselves doingDIY or in

which they appear together with so-me object related to the world ofDIY. The individuals in the photosdeemed most appropriate, selectedat the sole discretion of the judgingcommittee, took part in a castingprocess which led to the final selec-tion of the Reality Shop conte-stants. In particular, the committeeselected, on the basis of the photos,the individuals who will be takingpart and matched them in couples;the list of contestants can be consul-ted on the retailer’s website,www.bricofer.it.

The contestants, the stops,and the challengeThe contestants will be pitted

against each other on a total of14 stages. The tour opened

on May 18 at the RomaCapena store and will end

with the final on July 20,again in Rome. The challenge

facing these DIYers is broken downinto four different stages. On arri-ving at the Bricofer store, each com-peting couple is given a sealed enve-lope containing a photo of theobject that they are required to re-produce, together with some sugge-stions as to the products they mightbuy and the total amount they canspend; after opening the envelope,the contestants have two minutes inwhich to jot down a list of thethings they need to buy, remaining

within their budget. Then, thecompeting couples are given15 minutes to race round

lity Shop” usiasts

the store, filling their trolley before going to the cash desk tocheck that they have not spent too much. Once the cashierhas given them the go-ahead, the contestants have just 20minutes to leave the store, load their purchases into a DaciaDokker Van put at their disposal, and make their way to aspecial venue located somewhere nearby, where they willconstruct the specified object. Throughout the entire dura-tion of the challenge, the competitors will be filmed bySPACE TV cameras and the resulting videos will be shownin the Reality Shop area of the Bricofer website and also onBricofer’s various social media pages. The 10 couples recei-ving the highest number of votes will qualify for the final.

The finalThe Reality Shop final will be the focus of a major event tobe held in Rome on 20 July. The final will take the form of achallenge against the clock: the couple who complete the re-quested object in the quickest time will be the winners andwill become the faces of a Bricofer advertising campaign.What is more, each member of the couple will go home atthe wheel of a spanking Dacia Dokker Van! What is moreall those who voted for the competing couples will be ente-red in a special draw for three great prizes: a Blue-Expressflight for two people to Moscow from Blue Panorama, aweekend in Tuscany courtesy of UNA Hotels & Resorts (attheir UNA Poggio dei Medici venue), and a €300 voucherto spend at Bricofer.

And for Bricofer’s customers… “Look & Win”As well as its Reality Shop, Bricofer has also launchedanother initiative, this time open to all its customers: until 6July, anyone spending more than €50 will be given a “Scopri& Vinci” (“Look & Win”) scratchcard and thus have thechance to win, immediately, one of a range of fantastic prizes(Blue-Express flights from Blue Panorama, weekends atUNA Hotels & Resorts, and much more besides*). Further-more, if even if you don’t win, your “Scopri & Vinci” cardswill be “put in hat” and one will be drawn at the RealityShop final in Rome: the lucky winner will receive a DaciaDokker Van. �

BricoMagazine28

Self is Italy’s biggest DIY retailer,not only in terms of its size, butabove all, for the range of innovativeproducts it offers. And now the com-pany has started a new brand – Dot-torbrico. In this interview KristosBasimas, head of purchasing andoverseas markets at Self, and thecompany’s communications directorRiccardo Baldi tell us about the cur-rent situation on the Italian marketand how the company is dealing withthe current recession.How did the Italian market per-form in 2012 and how are thingslooking in the first few months of2013?In 2012 the DIY market in Italy fellfor the first time ever – a drop of 2%.Of course when we look at the fig-ures for other markets - Spain for ex-ample fell by 9% - the reduction wasminimal. However we mustn’t forgetthat in other areas, such as Russia,there was an increase of 12%. Theseare examples of the two extremes andthere are other realities, France forone, where business remained stableat a level with 2011. However this isthe first time we’ve seen a decrease inturnover and it’s something we needto take into account when consider-ing new store openings. And the situation for Self?We are making progress in develop-ment, but in terms of breaking even

by Giulia ArrigoniInterview

2013 brings re-vampedassortment and newdevelopments for Self

Self is Italy’s biggest DIY retailer, not only in terms of its size, but above all, for the range of innovative products it offers. In this interview with KristosBasimas, head of purchasing and overseas markets at Self, and the company’s communications directorRiccardo Baldi, we talk about the current situation onthe Italian market and what Self is doing to deal withthe current recession.

BricoMagazine 29

we are in line with the rest of themarket, which means we need to becareful. Although we have strength-ened our market share, putting usahead on performance, we must con-tinue to invest; this remains our pri-ority especially because we are ex-pecting another negative year in2013. January was not a good month,but then it never is. This time how-ever, despite some very attractive of-fers, even the New Year Sales did notgo well. Self has a very challengingyear ahead, but we remain optimistic

because we are determined to growand convinced we can do so.

Making outlets moreappealing to women andthe professional consumerHow are you going to do this?By changing our assortment for ex-ample. It’s amazing what results weachieve every time we re-vamp ouroffer whether by department or sec-tor; the positive impact is immediate.Self customers will be seeing a lot ofthis in 2013. We tend to refresh all

>>>>

our sectors anyway and this year, forexample, we will be concentratingmore on technical sectors: tools, elec-trical goods, plumbing supplies – allareas where we’ve seen a positive per-formance despite the general slumpin the market. What’s the reasoning behind this? We make investment a priority andthis means we continue to be a hubfor every type of item you might ex-pect to find in the macro sector wecall DIY. However it’s true that inrecent years we have been pushingproducts with more feminine appealand expanding the area dedicated todecorative hobbies and crafting. And you’ve also made professionalconsumers more of a priority...We’ve worked hard to expand ourprofessional customer base in theelectrical goods and plumbing sup-plies departments. Plumbers andelectricians may not be our primarytarget but the professional sector is amarket like any other and we wantour share of it. We have introducedsome very interesting assortments forplumbing and electrical supplies andthat gives us a full and comprehen-sive range of articles, which in turnincreases our credibility with the cus-tomer. More and more tradesmen arebuying from Self thanks to a specialcatalogue we have prepared and atargeted mailing list.How does this work in the singleoutlets considering the differencein their sizes?We use a rack system in larger stores,while the smaller stores work frombehind the counter. But the extent ofthe range of articles is almost thesame. What changes is the quantityof a given item kept in stock. Revis-ing our assortment is so importantbecause is keeps us out of the redeven in times like these when theconstruction sector is losing ground.So, is this a contradiction? Or does it

Kristos Basimas, head of purchasingand overseas markets.

Riccardo Baldi, communications director.

BricoMagazine30

simply mean that more people aredoing jobs around the home theywould have hired someone else to doa few years ago? It’s the same in thebathroom sector; if we look at thefigures for the professional segmentthey are falling, but the private mar-ket is growing. Are we looking at the classic “do itfor me” scenario?I think we are. Once upon a timetradesmen used to buy the suppliesand fittings, today the end user pur-chases them and then calls in a pro-fessional to do the installation. Ser-vices like the ones we and other DIYretailers have been supplying for years– installation and fitting for example –have also contributed to this change.

New items for Self in 2013Did any segments defy the overalltrend in 2012?Yes, for the first time in our marketsegments like lighting and homedecor fell. But here at Self our light-ing sales were up, because wechanged our assortment not once,but twice and thanks to a new part-nership with Philips which saw us setup a dedicated area for lighting atour Moncalieri outlet, as well as aradical change in our visual market-ing displays; we placed the emphasison well-known brands the customerrecognised and liked. What do you mean by “radicalchange”?When it comes to lighting we havediscovered that the number of itemson display is less important than thecustomers’ ability to “read” the as-sortment and understand what kindof light fitting they need. The answeris to have fewer items, but the rightkind of items displayed in the rightway to create a balance between therange of articles available and howthey are presented. The results have

been encouraging and we want tocontinue to explore this avenueacross the board. We are not rulingout further partnerships with suppli-ers. This will help us optimise ouruse of space and reach our goals interms of sales, profit margins andstock turnover. You’re preparing a new store open-ing in Alessandria. Have you gotany news for us about that?We are presenting a new series ofcourses in-store that will appeal towomen and kids. We hope that tak-ing part in a course will lead to thecreation of a sense of community and

we might even be able to make somespace available for our customers toorganise perhaps, children’s birthdayparties. The aim is to build a closerrelationship with our customers. Wesee this first project as more likely toadd value to our product than someother initiatives, promotions for ex-ample, that aren’t having the same ef-fect on sales they had in the past.And this is just one of many ideas. What about the assortment?Once again customers will be seeingsomething new: we are presenting aspecial sector dedicated to homedecor. We probably won’t manage toimplement it entirely, but we willtake a good step forward. This de-partment will be oriented towardssmaller items, not actual pieces offurniture. And we will also be open-ing a kitchen department with all theutensils you need to prepare food. Itwill be a very different assortmentcompared to what you would nor-mally find in a DIY outlet. In otherwords more performance, more solu-tions and less vertical variety; this isthe trend for DIY stores.

Distribution: the struggleand the evolutionLet’s talk about DIY chains: thenumber of stores in Italy is falling…I’ve said it before and I’ll say it again,the fact that Castorama disappearedfrom the Italian market almost fiveyears ago, has been disastrous. Therewas a kind of balance before, but to-day one company is very strong andthe other isn’t yet. But this situationcan change, above all now that a re-organisation is being attempted.Then there’s us and a few others whoare able to grab a share of the marketand continue to improve it. But thesmaller chains are suffering and somewill disappear entirely; either because

Interview

“It’s amazing what results we achieve

every time we re-vampour offer whether bydepartment or sector;the positive impact is

immediate. This is something you’ll beseeing a lot of at

Self in 2013.

“

>>>>

BricoMagazine32

“I insist on making

households a prioritytarget for our stores andon our ability to get cus-

tomers in-store andshow them DIY is notjust a job to be done

but an enjoyable hobby.

“

they don’t have a coping strategy inplace, or because management de-cides to close down, or simply as aresult of economic woes. Today youhave to be very careful about the dif-ference between sales and profit; weall survive thanks to our profit mar-gins and contributions. Why do you think the franchise for-mula, in particular, has sufferedmore than other business models?Firstly, as far as I can see, Italy has a“softer” franchise option than othercountries. Having said that, if wetake for granted that in today’s mar-ket anyone can find a good price ifthey look for it, what a workablefranchise should have is an identity,image and organisation, but aboveall it must have a consistent strategyand that comes from having a globalvision of where you want to go. On-ly a “full-on” franchising operationcan deliver these conditions and of-fer associates real advantages. If thefranchise is only about a commonpurchasing strategy obviously thatisn’t going to work; there are otheralternatives that are cheaper andprobably more suitable for an inde-pendent operator. So DIY is an impossible sectorwhen it comes to franchising?Personally I think it could succeed inItaly but only if all those involved ac-cept the same rules. There’s a marketout there for the taking. Per capitaexpenditure on DIY in Italy is a thirdof what is spent in Germany and halfwhat the French spend. It is up to us,those who operate in the retail andmanufacturing sector, to work to-gether so the customer can see theadvantages of using DIY products.This is a market with the potential todouble its sales, without even takinginto account the channels’ transfershare.An optimistic viewpoint…

I prefer to call it being aware. Beingaware that we are years behind othercountries. I’m not Italian and I comefrom markets that got started at least20 years before Italy. In those placesdevelopment followed a similar path,which is why I insist so much onhouseholds as a priority target forour stores and on our ability to getcustomers in-store and show themDIY is not just a job to be done butan enjoyable hobby, as it is abroad.Naturally to reach that goal cus-tomers have to be encouraged,trained if you like, and led into a newway of thinking.

Interview

New store openings for SelfSpecial offers no longer have the ef-fect they used to. Is this becausepeople have less money to spend orare there other reasons?A year ago it was different. Cus-tomers often came into a store be-cause there was a special offer. But inthe end too many special offers canproduce the opposite effect. A specialoffer from one chain tends to resem-ble to another until in the end thecustomer feels he has everything heneeds. This is why we retailers haveto be creative and find new solutionsand new products so we can gradual-ly leave behind the strategy of cut-ting prices to the bone. After all at atime when the “hard” sell and prod-uct promotions are increasing mosthouseholds really do have less moneyto spend. Now let’s talk about development.How is your second retail brandDottorbrico doing?Dottorbrico occupies a very differentposition in the market compared toSelf and the results have been inter-esting so far, so we want to continuethis type of development. It’s a localstore, with a target of customers nomore than five minutes from its loca-tion. It has to have a very versatilerange of products but there doesn’tneed to be a vast assortment. Theservices supplied there are also quitebasic. And what do you have planned forSelf?We have two store openings comingup. The first in Alessandria, sched-uled for July and the second later onin the year together with anotherDottorbrico opening. At the mo-ment we aren’t revealing the loca-tions but we can confirm they will bein northern Italy. �

BricoMagazine36

A survey of DIY chains in Italy

A negative year for the DIY retail networkAs 2012 came to a close, the DIY network was still suffering the effects of the economiccrisis, with the number of outlets down. Conversely, increases were recorded both in totaldisplay space and in the average size of Italian DIY centres.

The negative trend recorded bythe DIY retail network con-

tinued in the second half of 2012.This situation is, unfortunately, notsurprising and one that shows nosign of an upturn. The first news ofthe year from the sector was that ofthe disappearance of Punto Brico,a “historic” consortium that waspractically halved in size as resultof the loss – a serious blow – ofDefì Brico, with its Brico Pointbrand, followed by the closure ofanother of its members, “La Fab-brica delle Idee” in Palermo. It is

known that some of its six remain-ing members (nine stores) have de-cided to continue as independentoperators, while others are appar-ently forming a new group. Addedto this there is the “troubled” situa-tion of Brico Io: its most importantmember, which has 55 stores, hasapplied to go into receivership, andthe coming months therefore lookset to be crucial for this retailer.However, going back to the secondhalf of 2012 and the figures relat-ing to the DIY network, a dropwas recorded in the overall number

by Giulia Arrigoni

The survey considers italian Diychains that have at least threestores, regardless of their size or type (franchise or direct). Dottor Brico is included, eventhough it initially had only oneoutlet, because it is part of theSelf Group.

Diy retail chains inItaly: data as of 31 december 2012

BricoMagazine 37

=

=

=

=

=

=

��

��

�

�

Total n° of stores

Total n° of directstores

Total n° offranchise

stores

Total display

area (sq m)

Average display area

(sq m)

��

��

��

��

�

110

12

88

88

58

12

63

7

31

5

12

26

3

22

47

6

53

4

19

28

15

709

32

12

53

64

17

12

63

7

2

5

12

26

3

22

47

6

53

4

19

28

15

502

78

-

35

24

41

-

-

-

29

-

-

-

-

-

-

-

-

-

-

-

207

176.473

11.800

147.700

221.183

89.750

31.500

140.116

34.340

36.150

11.650

42.500

74.020

5.768

39.500

391.106

15.250

208.656

8.300

49.330

90.050

31.650

1.856.792

1.604

983

1.678

2.513

1.547

2.625

2.224

4.906

1.166

2.330

3.542

2.847

1.923

1.795

8.321

2.542

3.937

2.075

2.596

3.216

2.110

2.622

BRICO IOwww.bricoio.it

BRICO ITALIAwww.bricoitalia.it

BRICO OKwww.bricook.it

BRICOCENTERwww.bricocenter.it

BRICOFERwww.bricofer.it

BRICOLIFEwww.bricolife.com

BRICOMANwww.bricoman.it

BRICOMANIAwww.famigliulo.com

BRIGROSwww.brigros.com

GRANBRICOwww.granbrico.it

GRUPPO FDTwww.fdtgroup.it

DOTTOR BRICO*

ITALBRICO - CIB

LEROY MERLINwww.leroymerlin.it

MONDOBRICOwww.mondobrico.com

OBIwww.obi-italia.it

PRONTO HOBBY BRICO

PUNTO BRICOwww.puntobrico.com

BRICOLARGEwww.bricolarge.com

SELFwww.selfitalia.it

UTILITYwww.utility.it

TOTAL/AVERAGE

BricoMagazine38

% 1° sem. 2006 VS 2° sem. 2006

The evolution of the italian Diy retail chain network over the years (2002-2012)

2002 315 178 137 652140 2.070

2003 418 256 162 820.947 1.964

2004 477 293 184 982.398 2.060

2005 512 304 208 1.112.659 2.173

2006 576 371 205 1.288.539 2.237

2007 641 401 240 1.439.223 2.245

2008 717 459 258 1.622.714 2.263

2009 719 473 246 1.675.593 2.330

2010 742 487 255 1.864.685 2.513

2011 736 500 236 1.883.878 2.568

2012 709 502 207 1.856.792 2.622

Total n°of stores Year

Total n° of direct stores

Total n° of franchise stores

Total display area (sqm)

Average displayarea (sqm)

Source: BricoMagazine

% 1° sem. 2006 VS 2° sem. 2006Diy retail chain network: changes in the past year

Display area

Total number of stores

Total number of direct stores

Total number of franchise stores

1,0%

-1,1%

-0,2%

-3,3%

Second half of 2012 vs First half of 2012

Diy retail chain network by geographical area

North 54,2 61,1

Centre 18,1 16,2

South 17,1 13,6

Sicily/Sardinia 10,7 9,1

% stores % surface areaArea


of stores, which fell from 717 to709. This was due to the loss of onedirect store (the number in this cat-egory thus fell from 503 to 502),but most of all to the endless trick-ling away of stores belonging tofranchising organisations and asso-

ciations (at the end of the year thesehad fallen by seven against the 214existing in the first half of 2012 andby 29 compared with the numberrecorded at the end of 2011). Con-versely, the total display space in-creased by over 19 thousand square

metres, from 1,837,549 to1,856,878, but it is still a long wayfrom reaching the 2011 record of1,883,878 square metres.

The second half of theyear, chain by chain Overall, the network of specialistDIY direct outlets was still holdingits own at the end of the year.However, some closures wererecorded: the Granbrico store inAlseno (near Piacenza) closed andanother Granbrico store was ab-sorbed by the Grancasa store inVillorba (near Treviso). Direct out-lets were also closed by Bricocenter(Gruppo Adeo), which stoppedtrading in Molfetta and Legnago,and Utility, which closed its Pied-imulera store (near Verbania).Brico Ok did better, closing twostores but opening four, while somechains recorded only new openings:Bricoman (1), Mondobrico (1), Obi(1) and Self (1). Leroy Merlin spentlast year busily expanding its Roma


BricoMagazine 39

Number of stores per region and breakdown by surface area category

2

87

20

139

44

45 7

253

50

41

14

22

38

22

17

18

58

22

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782

UMBRIA

��

211634

TUSCANY

35

Laurentina outlet and moving itsArzano store, while Self convertedits own-brand stores in Turin andVillanova into Dottor Brico outlets,thereby increasing this chain to atotal of three stores. Seemingly un-stoppable, on the other hand, wasthe steady loss of franchise stores

which, the space of a year, fell by al-most 30 in number. Particularlyhard hit was the Bricocenter retailchain which, in just a year, lost 11franchise stores; other franchisingcompanies fared a little less badly:the Bricofer chain lost four stores,dropping from 45 to 41, while

Brico Ok lost three(falling from 38 to 35).

Bricomania held onto its 29 fran-chise stores, while Brico Io man-aged to add one, increasing its totalfrom 78 to 79 stores. There wasconsiderable activity among the

>>>>

BricoMagazine40

consortia, which, however, re-mained numerically stable on thewhole: Brico Italia added two newstores, Bricolife lost three andgained three in the second half, butincreased its total by a remarkable11 stores (from 52 to 63) over theyear as a whole. The FDT Grouplost one outlet, recording four newopenings but five closures in thesecond half of the year, while Ital-brico was stable in the second half(3 closures and 3 new stores), butdown by seven stores on the figure

recorded in December 2011; Brico-large, too, recorded no change inthe second half but closed the yeartwo stores down compared with theend of 2011. Finally, closures haveleft the Brikocasa chain with justtwo stores and it is therefore nolonger covered by the survey (we re-mind readers that only chains withat least three stores are included inthe survey). Other chains, likeBrigros, Bricomania and ProntoHobby Brico, remained stable,

N° of stores: % values by geographical areas and surface area categories

North 27,3% 43,5% 16,4% 12,8% 384

Centre 45,3% 38,3% 7,0% 9,4% 128

South 52,1% 35,5% 5,8% 6,6% 121

Sicily/Sardinia 47,4% 35,5% 10,5% 6,6% 76

up to 1.500 sq m 1.501-3.000 sq m 3.001-5.000 sq m more 5.000 mq Total (n°)Area


Number of stores: the leading provinces by surface area category

Cosenza

Roma

Salerno

Cagliari

Perugia

Torino

Bergamo

Sassari

Brescia

Firenze

Macerata

Nuoro

Trento

17

14

9

7

7

7

6

6

5

5

5

5

5

Milano

Torino

Roma

Varese

Brescia

Pavia

Alessandria

Cosenza

Perugia

Vicenza

Como

Lecce

Novara

16

11

10

10

8

8

7

7

7

7

6

6

6

Torino

Bolzano

Brescia

Cuneo

Milano

Padova

Udine

Vicenza

12

4

3

3

3

3

3

3

Milano

Roma

Brescia

Napoli

Torino

Varese

Venezia

14

6

3

3

3

3

3

FROM 0 TO 1.500 SQ M FROM 1.501 TO 3.000 SQ M FROM 3.001 TO 5.000 SQ M MORE 5.000 SQ M


>>>>

“

Despite a reduction inthe number of stores

(from 717 to 709), mainlyfranchise stores, the totaldisplay area increased,but it is still a long way

from reaching the recordresult of 2011.

“


BricoMagazine42

recording no changes either in re-lation to the previous year or in re-lation to the first half of 2012.

Increasing surface areaswith the North againleading the wayAlthough the network shrank interms of the total number of stores,which fell from 717 to 709, theoverall retail area increased, albeitwithout reaching the almost 1.9million square metres recorded atthe end of 2011. Nevertheless, theaverage surface area per store con-tinued to increase, rising from2,586 to the current 2,622 squaremetres, which is 36 square metres(14.7%) more than in 2011 and26.6% more than in 2002, whenthe mean surface area of a DIYcentre was little more than 2,000square metres. Due to the crisisand network reorganisation, theNorth of Italy once again emergesas a leading player; one need onlyconsider that having recorded a51% share of the total number ofsales outlets in 2011, at the end of2012 this figure had risen to54.2%. But at the expense of whichpart of Italy? Pretty much all of therest of the country, even thoughSicily and Sardinia seem to havebeen the hardest hit, their sharedropping from 12.5% in 2011 to10.7% a year later. A similar pat-tern emerges if the analysis insteadconsiders exhibition space, withthe North increasing its share from58.1% to 61.1% at the end of 2012.Generally speaking, the bulk of themodern DIY network (over 40% ofoutlets) is made up of stores with asurface area of between 1500 and3000 square metres. These, togeth-er with the ones covering up to1500 square metres, account forover 77% of the total. �

Number of stores per chain by surface area category

0 - 1.500 sq m: 262 stores 1.501 - 3.000 sq m: 286 stores

3.001 - 5.000 sq m: 87 stores More 5.000 sq m: 74 stores

BRICO IO 66

BRICO OK 42

BRICOFER 38

BRICOMANIA 24

BRICOLIFE 23

BRICOCENTER 21

ITALBRICO-CIB 12

BRICO ITALIA 11

PUNTO BRICO 7

FDT 5

BRICOLARGE 3

OBI 3

UTILITY 3

BRIGROS 1

GRANBRICO 1

PRONTO HOBBY BRICO 1

SELF 1

TOT 262

BRICO IO 44

BRICOCENTER 44

BRICO OK 43

BRICOLIFE 31

GRUPPO FDT 18

BRICOFER 17

OBI 17

SELF 15

UTILITY 11

ITALBRICO-CIB 8

PUNTO BRICO 7

BRICOLARGE 6

BRICOMANIA 6

GRANBRICO 5

MONDO BRICO 5

BRIGROS 3

DOTTOR BRICO 3

PRONTO BRICO HOBBY 2

BRICO ITALIA 1

TOT 286

OBI 21

BRICOCENTER 20

SELF 10

BRICOLIFE 8

PUNTO BRICO 4

BRICO OK 3

BRICOFER 3

BRICOLARGE 3

BRICOMAN 3

GRANBRICO 3

ITALBRICO-CIB 2

LEROY MERLIN 2

BRIGROS 1

GRUPPO FDT 1

MONDO BRICO 1

PRONTO BRICO HOBBY 1

UTILITY 1

TOT 87

LEROY MERLIN 45

OBI 12

BRICOMAN 4

BRICOCENTER 3

GRANBRICO 3

SELF 2

GRUPPO FDT 2

BRICOLIFE 1

BRICOMANIA 1

PUNTO BRICO 1

TOT 74


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METAL FURNITUREFURNITURE DIY

BricoMagazine44

The shop is located in viaMarengo in Carate Brianza,

in the province of Monza Brianza,just off state road 36 NuovaValassina. Our mystery shopperwas a young man of 24 years, withdark brown hair, a beard, a slimframe and about 170 cm tall. Thevisit was made on 16 January thisyear at 10.40 am.

The outlet and generalatmosphereThe Bricoman stores are new con-structions that always have a largecar park and the Carate shop is noexception in this sense. A signifi-cant positive point is that, eventhough it was snowing at the timeof the visit, the car park was ac-cessible and tidy. There is nothing

Visiting the Bricomanoutlet in Carate Brianza

in collaboration with Interactive Market Research

A true “phenomenon” of Italy’s DIY retail sector, Bricoman is a brand of the Adeo Groupcomprising 7 shops. Our mystery client visited the Bricoman store in Carate Brianza.

Established in 1999 by a group of marketing pro-fessionals and market researchers for consumers,Interactive Market Research was the first marketresearch company in Italy to focus its developmentplans online and pursue a real strategy of special-ization in this field, while continuing to also con-duct traditional method research. The Interactiveteam was formed and refined over the years toprovide valid professional research and integratedconsultation to client, with expertise in the context

of marketing and re-search in every marketsector. Its decade of ex-perience in research has helped Interactive to re-spond to all major marketing requirements, involv-ing different consumer targets and guaranteeingthe representative qualities of the same with re-gard to the national population. www.interactive-mr.comInfo: Maurizio Pucci: [email protected]

About Interactive Market Research

Mistery Client

Bri-

negative to report in regard to thepresence of shopping trolleys andbaskets, the floors were very clean,there was no waste or dust on theshelves. Even the bathrooms wereclean although they was a slightbad odour. The bathrooms hadtoilet paper and soap, but the elec-tric dryers were off or out of work.Automatic drink and snack vend-ing machines were available. Mov-ing on to evaluate the sales out-let, the store islarge, with manywell displayedand easily identi-fiable products.Our shopper didnot note short-ages, and hefound boxes ona pallet and apallet truck,apparently

not being used, in only two aisles.Leaflets were available but notvery visible, the shopper only sawone after he had paid. In general,the atmosphere was typical of alarge DIY store. There was nomusic, the temperature was com-fortable, there was a generally

>>>>

pleasant smell. There is a largecentral aisle with signs clearly in-dicating the various departments.All members of staff were wearingneat, clean uniforms, includingsafety footwear. Only till atten-dants however were wearing aname badge.

Service: evaluation of thesales personnelAfter asking an employee in the

central aisle, the shopperwas introduced to theperson responsible forthe department he askedabout, who was wearinga clean and tidy uniformbut not a badge. Theevaluation was made inthe electrical depart-ment, and the shopperasked for information

FACT SHEET

Outlet visited:Bricoman, Via Marengo, 20841 Carate Brianza (MB).

Date and time of visit: 16 January2013 at 10.40.

Brief description of the outlet: large store, with large car park, located in a large building containingonly the store.

Mystery client description: 24 year old man, dark brown hair, blue eyes,beard, 170 cm tall, slim build.

BricoMagazine46

THE OUTLET AND GENERAL ATMOSPHERE Average score 87,5

Is the car park clean and tidy? (compatible with structural conditions)?

Were shopping trolleys available (outside near the entrance) and baskets (inside)?

Was the shop clean?

Were the bathrooms clean?

Were coffee and snack vending machines or dispensers available inside the shop?

Was the shop tidy?

Was the shop well-stocked?

Were leaflets available at the entrance?

Were the aisles free from pallets/platforms/stairs not in use and pallets/boxes not being used?

Were all employees wearing a badge and wearing a clean and tidy uniform?

100

100

100

100

100

100

100

0

0 (insufficient) - 25 (poor) 50 (sufficient) - 75 (good)100 (excellent)



0 (no) - 100 (yes)

0 (no) - 100 (yes)



0 (no) - 100 (yes)

75 0 (all aisles) - 25 (most) 50 (half) 75 (some) - 100 (none)

75 0 (none) - 25 (fewer than half)50 (half) 75 (most) - 100 (all)

Were you greeted politely by the employees you made eye contact with and did none of the employees intentionally avoid your eye?

When you asked for a product/department, did the staff directly accompany you to the right placeor clearly indicate the direction and position?

1000 (not at all polite) 25 (not very polite) - 50 (sufficiently polite) 75 (quite polite) - 100 (very polite)

1000 (not at all) 25 (not very well) 50 (satisfactorily) - 75 (quite well)100 (very well)

Was the employee wearing a clean, tidy uniform and a badge?

Did the employee greet you politely and make eye contact?



0 (all aisles) - 25 (most) 50 (half) 75 (some) - 100 (none)

Did the staff member approach you actively or, if they were busy with another customer, at their first opportunity did they let you know they would be with you as soon as they could? 100

75

THE PERSON

ACTIVE APPROACH


Was an analysis done to understand the customer’s need (e.g. by asking a similar number of questions)? 100

0 (all aisles) - 25 (most) 50 (half) 75 (some) - 100 (none)Did the employee actively listen to requests/specifications? 100


Was the exact request understood and the right product identified? 100

IDENTIFYING THE NEED

TOTAL SCORE

100

SERVICE: EVALUATION OF OUTLET STAFF

more than 80%, very positive; 70-79.9%, positive; 60-69.9% neutral;

50-59.9% negative; ≤ 50% very negative

Mistery Client

BricoMagazine 47


Was the employee (with the exclusion of the manager) wearing a clean and tidy uniform? 100

0 (yes)100 (no)

Was the employee wearing a badge? 1000 (insufficient) - 25 (poor) 50 (sufficient) - 75 (good)100 (excellent)

Was the till area clean and easily accessible? 100


Was the till area tidy and free from bags, waste, bottles or food? 100

TILL AREA


Were there more than 3 customers (shopping) queuing at the till? 100

0 (not at all polite) 25 (not verypolite) - 50 (sufficiently polite) 75 (quite polite) - 100 (very polite)

Did the employee greet you politely and make eye contact? 100

ACTIVE APPROACH


Are customers provided with polite answers to their questions: is the atmosphere at the till polite? 100

0 (no)100 (yes)Did the till attendant say the sum due out loud and politely? 100

0 (no)100 (yes)

Did the attendant clearly count out the change (or at least clearly state the total)? 100

0 (no)100 (yes)

Were you given a receipt for your purchases without having to explicitly ask for one? 100

CHECKING OUT AND PAYING


Did the employee say goodbye and thank you politely? 100LEAVING

0 (no) - 50 (a single product/sample was presented) - 100 (the entire range was presented)

Was a product (or a sample) physically presented? 100


Did the department attendant sufficiently specify and describe the quality of the product? 100


Was the conversation easy to understand and were any technical terms explained? 1000 (insufficient) - 25 (poor) 50 (sufficient) - 75 (good)100 (excellent)

Did the employee attempt to conclude the sale with determination and competence? 100

0 (no) - 50 (offerti ma non presentati) - 100 (sì)

Were accessory products offered and presented? 0

PRODUCT PRESENTATION AND SALE

SERVICE: TILL EVALUATION Average score 100

Average score by section 92,4


Did the employee say goodbye politely? 100LEAVING

Average score 89,6







BricoMagazine48

on buying an electrical heater. Atthe initial approach, the sales em-ployees met the customer’s eyeand, because he was busy, noddedto ask the customer to wait beforeasking what he needed. The initialapproach was kind, visual contactwas made but without smiling.The employee was attentive lis-tening to the shopper’s needs whoexpressed the reason for the pur-chase as follows: to heat a roomwith an electrical heater.

Product presentation and saleThe employee asked how big theroom was and then recommendeda model, and provided reasons forhis choice. Then he showed thecustomer the entire shelf, recom-mending two models clearly anddecisively, and he stayed with thecustomer until he thanked himsaying he would think about it.He did not suggest accessoryproducts, then the employee saidgoodbye politely but again did notsmile. Overall, the department at-tendant demonstrated himself tobe competent and efficient. Theonly note is that his behaviour was

slightly “unenthusiastic”. But theservice provided in any event con-cluded with excellent results.

Service: checkoutevaluationOnce at the till, our mysteryshopper found a checkout atten-dant wearing a clean, neat uni-form and a badge. The registerarea was also clean and tidy, and itwas easily accessible. There werefew people at the checkout – 2 onarrival and 3 when it was time topay. The attendant welcomed thecustomer politely and with asmile. The attendant clearly saidthe amount due and gave theshopper a receipt with his change.When leaving, the attendant saidgoodbye politely. The only thingto report: when the mystery shop-per got to the till, the previouscustomer needed an invoice thatwas filled out directly at the till.This slowed the process down,despite the fact that the attendantwas working quickly. If the in-voice had been issued at the infor-mation desk, there probablywould be better customer flow atthe till. �

Mistery Client

BricoMagazine50

BricoDay 2012: brands and private labels in DIY

The fifth BricoDay confer-ence-exhibition, staged on

27 September 2012 at the Mi.Co.Milano Congressi fairgrounds,was a success beyond all expecta-tions. For the over 1,400 sectoroperators attending the event itwas an opportunity to meet thenumerous companies represented(over 100) and to listen to 15speakers in the course of the day.This year, several retail chains,consortia and franchise organisa-tions also took part, with theirown exhibition spaces. For themit was an opportunity to present

their franchising solutions, and tomeet numerous suppliers.The highpoint of BricoDay 2012was the convention, this year en-titled "Brand and private labelproducts: today’s DIY marketscenario". Leading representativesof the production and distribu-tion sectors gave the audience acomprehensive overview of thetopic. Notably, they includedspeakers from two foreign retailchains not currently present inItaly (The Home Depot and MrBricolage), who spoke about theirrespective businesses.

USA and France at BricoDay 2012The first of the foreign speakers,Massimiliano Zampella (EuropeanSourcing Office Managing Direc-tor, The Home Depot) talked aboutthe “Private Label and Intercon-nected Retail”. After presenting thecurrent position and corporate poli-cy of the multinational operator, hemoved on to his chosen theme, be-ginning by analysing the onlinemarkets. In 2011, the European on-line market was worth 92 billion eu-ros, with a projected growth of 10%,while the US one amounted to 197

This was the topic of the latest BricoDay conference-exhibition organised by BricoMagazine,an event that, attracting over 1,400 operators and 100 exhibitors, recorded an unprecedent-ed level of attendance.

by Monica RennaExpo&Forum

BricoMagazine 51

billion dollars (around 150 billion eu-ros) and showed a similar trend interms of forecast growth, expected tooscillate between 11 and 15%. “Whydo retailers develop private labels? Tomaximise their profits and increasetheir margins, but also to strengthencustomer loyalty, i.e. that bond thatexists between a consumer and thestore where he makes a purchase.Several American universities haveestimated that, globally, private labelsin retail represent a trillion dollarmarket, with a value amounting to17% of total consumer spending ca-pacity. Private label products usuallyretail at prices about 25% lower thanthose of their immediate nationalbrand competitors”.The other foreign retail chain presentat this year’s BricoDay was Mr Brico-lage, in the person of Yves Puddu(Directeur Développement Interna-tional, Mr Bricolage), who outlinedthe group’s organisation (922 stores,including 279 franchise stores) anddescribed its business at internationallevel. Present mainly in Europe,South America and the IndianOcean region, Mr Bricolage recordsan annual growth rate of 10 millioneuros, operating in a market (theFrench one) made up mainly (76%)of large DIY stores, followed by

>>>>

BricoMagazine52

wholesalers (17%), mass merchandis-ers (4%), and traditional outlets (3%).On the subject of private labels, Pud-du said: “We have developed fivetypes of private label which are con-centrated in different categories:power, home, beauty, resist. Havingaimed to see private labels accountingfor 13% of our sales by the end of2012, we have now reached the 14%mark, while our target for 2014 is toincrease this to 20%”.

Italy: the brand strategies ofretail chainsAfter these presentations, it was overto the retail chains present in Italy,starting with Self Italia, representedby Kristos Basimas (Purchase &Sourcing Director, Gruppo Self ),who spoke about “Specialist BrandDistributors: the Experience of SelfItalia”. A market survey of 1000 cus-tomers, men and women, was con-ducted at three of the chain’s stores(the Moncalieri and Settimo Torinesestores and the historic Turin 1 store)in order to analyse the issue ofbrands. Focusing on the paint sector,it was an all-round analysis whoseaim was to take stock of end user atti-tudes to brands. What this researchshowed was that the customer onlyremembers the most famous brands,

is not loyal to a single store, tends tobuy the most affordable products,and does not regard the brand nameas an important element determininghis choice of a product. “I think thata brand name, providing it is linkedto a manufacturer with a truly innov-ative outlook, is very important. It is adriving force; it draws people in andallows the store to achieve theplanned average transaction value”.Basimas then briefly analysed the sit-uation as regards private labels in Eu-rope. What emerged, in particular,was that in Britain, where there arefar fewer discount stores, private la-bels are extremely common (ac-counting for a 40% share of the mar-ket); on the other hand, Italy, wherethe share is 17%, continues to lag be-hind, even though there is room todevelop this segment. The winningformula is a mixture of different ele-ments: ensuring value for money, of-fering the customer added value anda better service, and creating attrac-tive packaging and dedicated com-munications channels. Finally, helooked at the reasons for stocking pri-vate labels: they make it possible toincrease profit margins in order to beable to invest in development and inthe opening of new stores and, notleast, to negotiate more effectively

with manufacturers”.It then fell to Mauro Carchidio(CFO, Leroy Merlin Italia) to explainthe private label strategy of retailchains, which is based on the creationof middle-of-the-range products (inboth quality and price terms), whoseprices are around 20% lower thanthose of a leading brand and thattherefore offer greater profit margins.These are products that aim to fostercustomer loyalty through packagingand an approach that, together, allowthem to “speak” to the consumer – toguide the consumer’s choice. They are"universal brands" in the sense that,overcoming the logic of specific de-partments, they refer to a broader“universe” of products and values. Incollaboration with other businessunits from the Group, this strategy isdeveloped for clusters of marketscharacterised by similar levels of qual-ity and product performance (e.g.France, Italy and Spain and the East-ern European countries). In the caseof products sourced locally (for exam-ple, paints), the quality is guaranteedby specifications laid down for eachproduct and monitored by the Adeoquality service or by the single busi-ness units. In the future, these labels,exploiting their specific strategiesthey use to interact with the cus-

BricoMagazine 53

tomer, are destined to become in-creasingly important as a means ofconveying the values espoused by thechain, most notably those related tosustainable development: saving wa-ter, energy and other resources, andcomfort and safety in the home. Pri-vate labels currently account for 11%of Leroy Merlin’s assortment in Italyand this share is set to rise to 16%over the next three years (in Francethey already account for 22%, and inSpain 17%); gardening and bathroomsupplies are expected to be thefastest-growing sectors.

Over to the manufacturersThe speakers from manufacturingsector present at the event came fromPhilips, Materis Paints and AnnoviReverberi. All three are famous com-panies while Annovi is also renownedfor its considerable experience as amanufacturer of private labels for re-tail chains. The first to speak was Lu-cio Trocino (Cluster Leader Italy &

Greece, Philips Consumer Lighting)who, at one point during his talk, de-clared: “A brand, representing a uni-verse of all-round quality, is essentialfor winning and keeping the con-sumer’s trust”. In his presentation,entitled “Brand-name products as thedriving force of growth in the DIYsector: the strategy of Philips in light-ing”, Trocino talked about how thepresence of brands is indicative of acorrect relationship between qualityand price. Brands are also synony-mous with innovation, and thereforethe building of the future, as well asbeing a driving force of economic de-velopment. The consumer, for hispart, wants to have the possibility toopt for quality, innovation and choice.In fact, a greater presence and visibili-ty of brands in stores equates withmore choice for consumers, a correctinterpretation of the concept of valuefor money, greater attention to vari-ous aspects of category management,and greater focus on the store. The

strategy adopted by Philips Lightingstems from research conducted intothe DIY channel which showed that70% of purchasing decisions aremade in store, and that 45% of po-tential consumers leave the storewithout making a purchase. Accord-ingly, Philips has decided to followthree main lines of action, seeking to:exploit the power of its brand name,simplify the choice for the consumerand rationalise and strengthen itsportfolio”.Marcel Masson (DIY Business UnitManager, Materis Paints Italia) in-stead asked a question: “Brands:evanescent concept or fundamentalquestion?” He opened his talk with aseries of analyses, considering thequestion of brands from different an-gles: the etymological meaning of theterm, the history of brands, and theirrole in contemporary society. “Thedecision to buy one brand rather thananother amounts to an affirmation ofone’s lifestyle. Ultimately, however, abrand is required to fulfil a series offunctions: it has to be recognisable,stand out, reassure the customer, ex-press a concept, and offer a dream.We often talk of private labels andoriginal brands, but private labels arebrands and behave in the same way asoriginal brands do. Having said that,they are required to convey anothermessage and to attract the consumerin a different way. In some cases, thedifferences between the various oper-ators only regard the strategies aboutprivate labels (Self, Obi, etc) and no-names (Luxens). Our strategy at MaxMeyer is based on the considerationthat original brands and private labelsinhabit the same world: both existand both are developing, and this issomething we are careful never toforget. Therefore, prompted by thegrowth of the private label, we are

>>>>

Expo&Forum

looking for new ways of standing out,fresh energy and new levers on whichto act, through our history, our quali-ty and our dreams”.Andrea Lenotti, business consultantto Annovi Reverberi and a boardmember of Assofermet, listed the in-gredients for creating a successful as-sortment of brand-name products.First, it is necessary to have an under-standing of manufacturing as a highlyspecialised activity. Manufacturers to-day are calling on the retail world todo more, also together, in order to gobeyond the mere logic of price andthe idea of the product as an end initself. It is necessary to reach the enduser and convey the right value. Re-gardless of whether one is talking of aleading brand or a private label, one isnevertheless talking of a brand whichneeds to be supported and taken for-ward, and this requires enormous ex-pertise and therefore training. Anoth-er aspect to consider is that of the po-sitioning of industrial brands and pri-vate labels. Unlike what is seen in restof Europe, in Italy we want the per-formance at the lowest price, which isnot workable. Furthermore, it is notunknown for large retailers to requestcontributions even for their privatelabels, which is totally paradoxical.Today’s market is not an easy one formanufacturers: the way forward is di-versification. "We have a fantastic op-portunity, both through brand namesand private labels, to become to be-come partners of the major Italianand international chains because weare able to offer the added value thatderives from our product knowledgeand analytical capacity. But our coun-try needs to take this reality on board,because unless we do we will not beable to make the leap forwards, interms of quality, that will allow us torecover those values" Lenotti con-cluded.

The afternoon sessionThe afternoon was given over to fiveseminars. First up was visual mer-chandising consultant Dora Binnella,who, in collaboration with Brico Ok(the experiment was conducted at theArluno store), proposed a store basedon three elements, whose aim was thecreation of a special desk dispensingsales advice on DIY projects. Theidea is to make the customer able tomake his necessary purchases inde-pendently, by providing all the infor-mation that he would usually seekfrom the sales assistant. In this way,the sales advice desk becomes a trueself-service facility. An interestingfilm showed how, through easy inter-ventions and at negligible cost, thesystem was set up and recorded excel-lent sales results. The next to speakwere Franco and Giorgio Fraschetti,owners of Fraschetti Distribuzione,and Pierluigi di Turi, owner of DefiBrico Bricopoint, who announcedthat Fraschetti entered the board ofDefi Brico with the aim of establish-ing interesting synergies.The programme in the Sala Rossaroom ended with a presentation byIvano Garavaglia (Account Manager,GfK Retail and Technology Italia),who illustrated the performance ofthe channel in the first half of 2012,which continues to be positive,recording a result of approximately1.6 billion euros, compared with justover 1.5 billion last year, and a trendof 2% (compared to +3.2% last year).The trends recorded for the different

product categories remain quite sta-ble, with some sectors (e.g. PET andthe automotive sector) still recordingstrongly positive results and others(home accessories, furniture andhome textiles) recording a decline.What, then, is the balance of powerbetween traditional brands and pri-vate labels? Several categories (powertools, gardening, home decorationand maintenance and lighting,summed together) were considered inorder to determine the relative shareof private labels compared with tradi-tional brands. In the first half 2012,this share amounted to almost 14%(or 3.7% in value terms), which mayseem negligible, but actually is notgiven that it represents a trend thathas been constantly on the increaseover the past four years. In the SalaGialla room Massimo Seregni, amember of the sales management atGruppo DSE, talked about the po-tential offered by in-store promotion-al communication in the form of an"Interactive Virtual Hostess", a virtu-al demonstrator able to interact withthe customer in a number of ways.The last to speak was Massimo Sag-gioro, Head of the Technical andSales Department at Intrac, a leadingcompany in the preparation of DIYstores, who explained how this typeof retail outlet is approached by thoseresponsible for designing and con-structing display facilities. The pre-sentations can be viewed in full andthe relative slides downloaded by vis-iting: www.bricoday.it �

Expo&Forum

54 BricoMagazine

BricoMagazine56

Put out... the outdoor range

Each year, the fine weather,when it finally comes, brings

with it the start of what is one of themost important trading periods forthe DIY sector: the outdoor season.The outdoor sector covers a greatmany product families, such as gar-den furniture, sun umbrellas andgazebos, swimming and paddlingpools, and all kinds of equipmentfor enjoying being outdoors, barbe-cues, accessories and consumables,and the whole range of products re-lated to the construction and main-

tenance of areas such as balconies,terraces and gardens. For many re-tailers, the outdoor department isone of the key DIY departments:consumers see DIY and garden cen-tres as the places where they willfind the widest range of dedicatedproducts and, to draw them in,companies are willing to invest sig-nificant amounts in advertisingproducts and messages. But the in-store management of this season is,in some ways, complex: having gotthe customer through the door, the

For many retail chains, theoutdoor department is oneof the key DIY departments:consumers see DIY and garden centres as the places where they will findthe widest range of dedica-ted products and, to drawthem in, companies are willing to invest significantamounts in advertising products and messages.

by Dora BinnellaVisual merchandising

BricoMagazine 57

retailer must ensure that the mer-chandise he is offered is displayed inan attractive, clear and accessibleway, which demands a particular ef-fort that cannot be avoided.

Planning the display areasAs a rule, stores that sell these prod-ucts put them in seasonal item areas,in other words areas set aside fordisplaying products related to spe-cific times of the year, such asChristmas, the arrival of the warmerand colder weather, and so on.Managing these areas is a challeng-ing task that involves careful plan-ning. The first thing is to select anoptimal assortment of goods thatwill meet most customer require-ments; then it is necessary to identi-fy the best way of presenting themerchandise and the equipmentbest suited to this purpose. These areas usually “struggle” tocope with all the seasonal items, dueto their sheer number and variety.This makes it essential to displaythe merchandise as effectively aspossible. The retailer must strive to: • give visibility to the entire assort-ment; • make the products readily accessi-

ble to the customer; • be welcoming and full of sugges-tions.Finally, and this is actually a funda-mental point, it is necessary to finda way of allowing the goods to speakfor themselves, given that this isusually a self-service part of the >>>>

store where customers can movearound freely.

Functionality andattractivenessGarden furniture, for example, is acategory embracing numerous prod-ucts of different size, shape andfunction, which must, for the con-sumer, be both clearly visible andreadily accessible: it is not enough tohave a specific range; a specificrange needs to be set off by a specif-ic display, otherwise the sense oftrust and interest that the customerhas started to develop, having ini-tially been drawn to the store by ad-vertising, will be undermined. Therole of the visual merchandiser istherefore to exploit seasonal exhibi-tion opportunities to set productsoff to their best advantage.Here we provide a few suggestionson how best to plan a display of gar-den furniture and related acces-sories, taking into consideration themental process leading to the cus-tomer’s purchase.

Why customers buyIn order to assist the customer as

“

It is not enough to have a specific range; a specific range needs

to be set off by a specific display,

otherwise the sense of trust and interest

that the customer hasstarted to develop, having initially been

drawn to the store by advertising, will be

undermined.

“

Ikea has started making more use of graphics and printed images. On the left, a replica of a city balcony. On the right, set ona podium, a life-size recreation of a typical terrace: the advantage of this setting is that it can make the customer feel asthough he is in his usual environment. As a result, because he feels “at home”, he is more likely to be drawn to the range.

BricoMagazine58

much as possible (whether it is aquestion of helping him to locaterapidly what he is already lookingfor, or of making suggestions in sit-uations in which he is not really surewhat he is after), the first things tobear in mind are the factors that arelikely to determine his choice: whatis the first aspect he considers whenfaced with these products? In thecase of furniture, the material usedis usually one of the first determi-nants of the choice: this is partly be-cause a product’s material denotes aseries of intrinsic characteristics(strength, style, design) and also be-

cause it offers initial guidance tothose lacking clear ideas and look-ing for authoritative suggestions.The second factor driving a pur-chase, after the material, is the sizeof the product: indeed, the productis immediately seen, by the cus-tomer, in relation to its intendedsetting and use (small tables idealfor balconies and other restrictedspaces, extendable tables for peoplewho like big summer gatherings,round tables to resolve the problemof awkward spaces, loungers witharmrests for relaxing in as well asjust sitting on, large umbrellas for

areas that get a lot of sun, etc.); inshort, people have a range of differ-ent needs and the items on displayare considered in the light of theircapacity to meet these needs. Otherfactors undoubtedly influencing thecustomer’s choice are the aestheticdetails and finishes, the colours, theadditional accessories, the guaran-tee, and all the other extras and ad-vantages that help to define the re-lationship between product quality,perceived value and price. These input keys provide the crite-ria to use when putting togetherdisplays. In so doing, it is also neces-sary to remember to: • position slave products appropri-ately, i.e. where they will not domi-nate the master products;• indicate the main characteristics of

Visual merchandising

VIRIDEA - display podium: the twosplashes of colour immediatelyidentify the different collectionspresented. The accessories are clean,easy to see, and presented in a waythat lends visibility to everything. Thisis a very functional display, in whichthe products speak for themselves.

VIRIDEA - recreation of awindow display: in accordance with therules of windowdressing, this display isbased on two maincolours, white andgreen. The compositionis harmonious, clean,and not dominated by toomany decorativeelements. It has a clearfocal point: the table andchairs. The rest providesa means of drawingattention to the coreproduct, without maskingit. Slave products areincluded, but in a subtleand effective way.

VIRIDEA - display podium: visualchaos. The products are overwhelmedby decorations and slave products. The overall effect is that of a bazaarand it does not facilitate the customerwho is trying to choose.

No

Yes

Yes

BricoMagazine 59

the goods displayed on clear andsimple technical data cards;• arrange products correctly accord-ing to price range, not forgettingthat the first product encounteredwill determine the retailer’s priceimage.

Look, touch, tryIt is essential always to arrangeitems in a welcoming way so as toencourage the customer to touchthem and try them out: to sit in achair to test it for comfort, to leanon a table to see how stable it is, inother words, to try out, in person,the mechanisms and functionality ofeach one. These products do nothave low price tags and, with the ex-ception of the lowest priced oneswhich are likely to be replaced eachyear, their purchase is regarded bythe customer as an investment. It istherefore important to ensure thatthe customer is given plenty of op-portunity to decide carefully whathe wants. Having helped the cus-tomer to get a clear idea of what hewants, it is important to guide himtowards the product families or sin-gle items that have the highest prof-it margins: effective use of the rightvisual merchandising tools can com-pensate for the salesman’s inabilityto personally assist each single cus-tomer. 1. The lowest-priced items and newproducts can be displayed en masseat different points in the sales area. 2. Attention should be drawn tonew products by placing them in fo-

cal points both on the counter andin the aisles. 3. Top-selling goods and consum-ables, in other words products thatare expected to be in the store, canbe located away from the main paththrough the store, given that cus-tomers will seek them out anyway;but they can also be placed at thestart of an aisle as a way of reassur-ing customers that the store is offer-ing the usual assortment of prod-ucts. 4. Displays that set products in con-text need to be constructed accord-ing to the rules of window dressingand not clumsily improvised, in or-der to avoid a series of risks. If thescene created is stuffed with toomany items, masking the product of

VIRIDEA - product podium: whereasthe divan and table set creates some

difficulties as the products are settoo close to each other, the

arrangement of the loungers isexcellent: they are simply crying out

to be sat on!

VIRIDEA - seasonal product shelf: asplash of blue serves to convey theidea of water. The packagingenhances this effective display ofswimming pool-related products. Thelevel of visibility is excellent, as theproducts arranged at floor level do notconceal the shelving. The clustering ofproduct categories serves to underlinethe specialist nature of the display.

VIRIDEA - recreation of an interiorwindow display: the products here

are inserted in a very “natural”seeming setting. Visually, the

message given out by a productplaced “high up” is that it is valuable,

and therefore costly. Some of theitems are a little too out of reach, and

it is not clear whether or not theraised platform can be walked on, as

the vases arranged at ground levelseem to serve as a barrier. Nicely

done, but difficult to decode: can I orcan’t I walk on it and touch the items?

No

No

>>>>

Yes

Yes

BricoMagazine60

GARDEN CENTER VS IKEA – interiorwindow podium: it is always preferable toopt for a solution along the lines of theIkea one: a fully laid table looks lovely andis perfect for a window display, where theaim is to show customers the dream, butinside the store itself, customers have tobe given the chance to assess all theproducts for themselves, especially themost important and most expensive ones.

Yes

CENTRO BRICOLAGE- furnishing podium: evenwhen space is at a premium, products shouldnever be displayed one on top of another. Thisdoes not replicate a real situation and justcreates a bazaar-like effect, which conveysthe idea of low-profile goods, reduces theprestige of the products, and does not allowcustomers to try them out. When space islimited, it is, in any case, a good idea to createpassageways and arrange everything on thefloor, so that it can be touched and tried out.

No

No

interest, the customer’s attentionwill be drawn to the products with alow price tag, of the kind oftenbought on impulse, and thus awayfrom the main product. Further-more, a confused and unharmoniousdisplay will lower the customer’sperception of the range as a whole,and have the effect of driving himaway rather than the reverse. Thelayout of the paths through the dis-play area must also be carefullythought out, so that they ensuremaximum visibility of the goods andkeep offering the customer new

ideas and new things to look at. It isworth remembering that, as far asthe customer is concerned, goodsnot seen are goods that don’t exist. Itis therefore best, as far as possible, toavoid arranging products in piles atground level: they can be difficultfor the customer to reach, and theyalso look untidy; moreover, this so-lution conveys the idea of that theseare products with a low price tag,which is not always the case. It is es-sential to ensure that customers canreach the products easily, especiallyinexpensive ones that tend to be

bought on impulse: people are oftennot prepared to make an extra effortto reach something, even if theywant it. Impulse products can alsobe consumables, high-turnoveritems, and products with a price tagthat is not likely to make the targetcustomer exceed the budget he hasset himself. Finally, a good display isalways clear, tidy and readily accessi-ble: the maintenance of these areasdemands a special effort, but it isundoubtedly an excellent invest-ment given the revenue that season-al items can generate. �

Visual merchandising

Yes

BricoMagazine62

La Prealpina,Carmagnola

Visited for You

Located at the entrance to the town of Carmagnola,about thirty kilometres outside Turin, the new La Prealpina centre, aBricolife partner, brings the number of shops inPiedmont to 12.

The shop is located in viaSommariva, at the gates of

the town. It has a large car parkshared with other stores in the vi-cinity, and the sign is clearly visi-ble from both directions. With aretail area of approximately 2,000sq m, the centre opens up onto aspacious promotional space setimmediately beyond the tills andinformation desk. To the left ofthe promotional area is a largearea dedicated to furnishing.“This is a novelty for our organisa-tion,” Sebastiano De Masi, storemanager, explains. “After a numberof tests in other outlets, we havecome to understand that setting updisplay areas in a certain way and

>>>

BricoMagazine 63

1. Wood cuttingKey cutting

2. Info point3. Coffee break4. Car accessories 5. Tools - Hardware6. Tinting machine – Paint shop7. Construction8. Shelving - Fitting 9. Wood - Adaptation10. Melamine tops - Adaptation11. Bathroom accessories12. Gardening - Pet care13. Power tools14. Lighting - Electricity 15. Furniture area16. Promotional area17. Decorations - Furnishing

The area beyond the front promotional area immediately visibleto customers at the entrance is divided into lighting, powertools and hand tools The area beyond the front promotionalarea immediately visible to customers at the entrance isdivided into lighting, power tools and hand tools The areabeyond the front promotional area immediately visibleto customers at the entrance is divided intolighting, power tools and hand tools.

BricoMagazine64

making a more spacious ambiancedelivers better results.”The area beyond the front pro-motional area immediately visibleto customers at the entrance is di-vided into lighting, power toolsand hand tools. “Each new store opening,” DeMasi continues, “is an incentiveto experiment with new ideas andexpansion and/or rationalisationof product lines and assortments.”Here in Carmagnola, new lineshave been introduced in thepower tool department, electri-city, and locks, which is a novelty,as is the linoleum flooring cut toorder. Also the area dedicated to

paints, with tinting machine, hasbeen updated, a spin-off from anearlier installation in Pino Tori-nese, and the wood departmentlocated at the back of the shop,with an area dedicated to associa-ted services, is comprehensive andwell-stocked. “We have made the bathroom de-partment much bigger: moreplumbing and tapware, and willplan to dedicate an even greaterarea to displaying shower cabins.In addition, another novelty is inthe range of reinforced doors thatcan be made to measure, perhapsfor those higher-end models,” DeMasi concluded. �

6. L’area promozionale trova spazioanche nel corridoio centrale.

7. La luminosissima barriera casse.

8. Uno “strumento di marketing” che deriva dall’esperienzanell’alimentare: i carrelli per bambini.

9. Forte la visibilità del prodotto di marca.

Visited for You

Area: approximately 2,000 sq m

Employees: 9 Tills: 2

Assortment: approximately20,000 items

Services: free wood cutting,tinting machine, irrigation sy-stem design, home deliveries,furniture in kit form, fidelitycards, collection and disposalof used items, assembly andhome installation, interior décorconsultation, instalment pay-ments, free quotes, key cutting.

Parking: plenty of free parking

Opening Times: from Mondayto Sunday continuous hoursfrom 8.30 am to 8.00 pm.

Fact Sheet

The wood sector: thecrisis and a changingapproach to the marketToday’s difficult economic times are altering the purchasing habits of both retailers and consumers, and also having an impact on the production choices of suppliers.

Even though it is not possible toobtain specific data showing

wood sector trends within the worldof DIY, figures released by Feder-legnoArredo on the performance ofthe “wood building and furniture”macro-sector leave no room fordoubt: 2012 was a difficult year forthe market, during which it record-ed a turnover of 10,308 million eu-ros, a total that is 1,500 million eu-ros down on the figure for 2011.This decline, in turn, led to a reduc-tion in the number of companiesoperating in the sector (around1,500 were lost) and in the numberof its employees (the workforceshrank by over 4,000 people). Theonly positive result was provided bythe export figures, which were upslightly. Unsurprisingly, the biggestdifficulties were recorded by the sec-

show is that the real problem lies inthe stagnation of the domestic mar-ket, and it is a problem exacerbatedby Italy’s currently uncertain politi-cal situation, which is holding backthe recovery of the economy.

The consumer in hardeconomic timesThe sector of wood for DIY– ac-cording to the industry’s leadingcompanies – is experiencing exactlythe same problems as the macro-sector. More specifically, it is seeingdeclines not only in value but also involume terms. For example, themean transaction value in DIY cen-tres is falling: customers are buyingless and making purchases onlywhen they absolutely have to. Andthey are modifying their spendinghabits too. Householders, for exam-ple, having less money to spare, arethemselves trying to do jobs thatuntil a few years ago they would al-most certainly have had done byprofessionals: this explains the bet-ter performance, in terms of sales, ofproduct categories such as semi-fin-ished products, plasterboard, doorsand windows – in other words,items used in building and renova-tion work. The trend is less positive,on the other hand, as regards home

tors most dependent on the con-struction and real-estate markets,such as wood decor for buildings,kitchens and offices. What is more,the outlook for 2013 does not lookany rosier: according to Federleg-noArredo’s projections for 2013, the“wood building and furnishings”macro-sector should record a totalturnover of around 9,545 millioneuros, which is 7.4% less than in2012. This will, once again, mean areduction in the number of compa-nies operating in the sector (whichare expected to drop to 35,220,which is 7.8% fewer than in 2012)and in the size of the workforce(which will be 5.2% smaller than in2012). Finally, in 2013, too, only ex-ports are expected to record a posi-tive trend, being set to increase byover 6%. What all this seems to

by Raffaella PozzettiMarkets

BricoMagazine 67

Not surpris-ingly, therefore, manysuppliers have decided todownsize their ranges, tending tokeep only high-turnover products instock. This is a change of approachcompared to what was usual beforethe economic crisis, when they pre-ferred to keep many materials instock in order to be able to offer awide range. However, despite this,there is still a tendency to invest in

innova-tion, eventhough, in view ofthe prolonged stagnationof consumption, some operatorsare struggling to conceal their lackof enthusiasm in this regard. Havingsaid that, efforts are constantly be-ing made to come up with new mer-

furnishings and decora-tions: consumers are tending to buyonly the things that they really needin order to live comfortably in theirhomes, and are no longer inclined tomake impulse buys or purchaseitems they have not budgeted for.

Rethinking the rangeGenerally speaking, as we have said,less money is being spent in all thevarious wood industry segments. >>>>

According to the results of a survey conducted in Ja-nuary by FederlegnoArredo (italian association ofwood sector) on a sample of over 630 member com-panies operating in the wood-furniture industry, 60%declared that their orders were still declining, 30% that

they were stable, while only 10% reported increases.Only four companies out of 10 (39% of the respon-dents) said that they expected 2013 to bring a partialrecovery compared with 2012. The others (28%) ex-pect to see a further dip or no change (33%).

What the companies are expecting in 2013

% 1° sem. 2006 VS 2° sem. 2006

WOOD BUILDING AND FURNITURE” MACROSECTOR (values in million euros at current prices)

Wood industry sales (a)

Exports (b)

Imports (c)**

Trade balance (b - c)

Apparent domestic consumption (a-b+c)

exports/sales (% b/a)

Employees

Companies

16.001

2.022

2.433

- 411

16.412

12,6%

182.408

44.045

14.796

1.878

2.101

-223

15.018

12,7%

181.105

42.723

11.924

1.430

1.608

-178

12.103

12,0%

169.736

41.557

12.195

1.624

1.949

-326

12.520

13,3%

167.190

40.407

11.814

1.863

2.003

-141

11.955

15,8%

163.680

39.765

10.308

1.928

1.751

177

10.131

18,7%

159.424

38.209

9.545

2.049

1.628

421

9.124

21,5%

151.134

35.220

-7,4%

+6,3%

-7%

+137,7%

-9,9%

+14,8%

-5,2%

-7,8%

-6.455

+27

-805

+832

-7.287

+9%

-31.274

-8.825

Wood-Building 2007 2008 2009 2010 2011 2012 2013% var.2012*2013*

Differences2013*2007

Source: Centro studi Cosmit/Federlegno Arredo* Preliminary data as of November 2012 - * projections made in March 2013 - ** Excludes sales of logs and sawn timber

BricoMagazine68

Fratelli Oste - l’Arredo Pratico - Bruno Oste, owner Guercio - Alberto Guercio, CEOKimono - Roberto Lepri, CEO Pircher Oberland - Günther Wisthaler, CEOStori - Vittorio Stori, director/legal representative

Acknowledgements:

an easy one, is exacerbated by otherproblems that specifically concernthe wood sector: even though logis-tical costs (transport) and raw mate-rial prices have risen, manufacturers,because of the recession, are unableto recoup these extra costs from themarket, and are therefore forced toaccept increasingly narrow profitmargins. In order to, if not resolve,at least alleviate this situation, somesuppliers would like to have some-one specific, within the DIY super-store organisations, with whom theymight directly discuss not onlyproblems of a financial nature (suchdiscussions should be considered es-sential, especially in times that aredifficult for the superstores, too),but also matters of a more commer-cial nature: product ranges, storerenovations, initiatives to boostsales, and so on.

Associations: a growingphenomenonIt seems that we have the recessionto thank for another phenomenon,too: the considerable rise, amongwood merchandise retailers, inmembership of associations: inother words, more and more ofthese retailers – both small andmedium-sized chains as well asmass merchandisers and DIY su-perstores – are forming purchasinggroups or consortia in order tohave greater bargaining power onthe market. For some suppliers,however, this trend is not withoutits downside: indeed, while on theone hand it is helpful to manufac-turers, who obviously acquire anumber of customers at one go, onthe other, it obviously impacts onthe profitability of their products.Basically, they have to bring theprices down, first because the sin-gle company, being a member of aconsortium, has to be offered apreferential price, but also becausethe quantity purchased by the con-sortium is such that a lower pricemust be applied. Added to this,some producers complain that in-dividual consortium memberssometimes show little interest inthe commercial conditions stipu-lated by their consortium and ap-proach the supplier with other re-quests or wanting other changes,dictated purely by the needs oftheir own company and not theirassociation. �

chandise that might encourage cus-tomers to buy: articles are appearingon the market that are more originalthan those of the past – for examplewe are seeing new types of flooring,like vinyl flooring. Another strategyis to focus on products that are amust in every home (as we havesaid, items that are not absolutelyessential get left on the shelf ), easyto use, and offer a good price/quali-ty ratio: we are thinking, for exam-ple, of items like floor lamps, shelvesand various accessories for the homeand bathroom.

The purchasing habits of the retailer in timesof recessionObviously, the crisis has changedthe purchasing habits not only ofthe end customer but also of the re-tailer. Reflecting trends seen inmany other market sectors, manyDIY outlets are now tending to fo-cus much more on sales than onstock: in other words superstores,like all the distribution channels, aredrastically reducing their stocks.What is more, suppliers are beingforced to wait longer and longer tobe paid. This situation, certainly not

Markets

+39 340 8498167

MADE4DIY is the first organization representing at national and international level

ITALIAN PRODUCERS FOR DIY&GARDENINGwhose aim it to share and develop strategies and goals

linked to INTERNATIONAL DIY & GARDENING MARKETMADE4DIY is the privileged wayto the MADE IN ITALY thanks to

selected items certified quality consolidated business

MADE4DIY represents the Italian producers for Diy & Gardening in FEDYMA

For Further information [email protected]

Mrs Antonella Cardellicchio mob. +39 334 6732827Mr Ivan Bartolucci mob. +39 340 8498167

BricoMagazine70

Overall sales1 billion, 300 million euros

Litres of products soldaround half a billion

Average price+2% approximately on the previous year

(Source: Assovernici. Previewof estimated italian markettrends for 2012 - the figuresare still to be finalised)

The paint andcoatings market:some figures

The paints and coatings sector: partnerships and training are the keyCreating value in collaboration with retail chains, and investing in training and education - ofthe end user as well as the sales assistant: these are the keys that will make the differencefor the brand names in the DIY sector.

Going by a preview of estimatedmarket trends for 2012 – the

figures are still to be finalised – weare here looking at a market that en-ded 2012 with a total turnover of 1billion, 300 million euros, represen-ting approximately half a billion li-tres of products sold (Source: Asso-vernici). These figures represent an18-20% drop in value terms, and a20-22% drop in volume terms onthe data recorded in 2011. Traditio-nal retailers are still the sector’smain distribution channel, with an83-84% share of the market, whilemass merchandisers have an 11%share, while the remaining 6% or sois absorbed by B2B (i.e. direct salesby the industry to other industrialsectors). What we are interested inhere, in particular, is the situationshown by the 11% of the market co-vered not only by mass merchandi-sers, but also by DIY superstores.First of all, however, a preliminaryconsideration: given the generaldrop in turnover and in the numberof articles sold, it is clearly going totake the sector some time to getback on its feet again, and this ap-plies to the DIY sector too. In otherwords, paint manufacturers are ex-

pecting 2013 to be a rather flat year,also in the DIY setting, with eventhe most optimistic not envisagingsigns of a recovery before late 2013-early 2014 at the earliest. So whatare the reasons for this rather nega-tive trend? Once again, they lie es-sentially in the economic recession.Without beating about the bush,consumers have less money tospend. As a result, they are tendingto buy paints and coatings onlywhen they have to, and even thenare being influenced more by lowprice than by the quality of a pro-duct.

Collaborating with massmerchandisersHaving said all this, there are somemanufacturers among the sector’sleaders (which obviously aim to offerquality at a fair price) that, despitethe lacklustre performance of theDIY sector, have nevertheless increa-sed their market shares in recentyears, or at least maintained them.How have they managed to achievethis? Basically, by working on two,complementary fronts. First of all,they have worked hard to developpartnerships with mass merchandi-

sers, even though some companiescomplain that this can be quite diffi-cult. Where possible, suppliers ofpaints and coatings find out whatthese clients want and together try togenerate value. This may be done, forexample, through in-store initiatives,different ways of boosting sales, orlocal trading activities which areperforming well in terms of sell-out.Instead, the range of services for thecustomer must include the availabi-lity of a tinting system – a solutionthat is becoming increasingly well-known and popular among DIY

by Raffaella PozzettiMarkets

IDROPITTURE VERNICI X METALLI SMALTI VERNICI X LEGNO

Jan 10-Dec 10 : Jan 11-Dec 11 Jan 10-Dec 10 : Jan 11-Dec 11

5,6 5,8 4,4 7,5 +/- % PY

5%

7%

10%

1%

7%

16%

4%

10%

2010 UNITA’ VALORE

2010 2011 2011

PAINTS in Italian DIY superstores: sales in quantity and value terms, per type, 2010 vs 2011

Fonte: GfK Retail and Technology Italia

Training and educating the end user The second front on which manu-facturers are operating is that of on-site end user training (although thiscan also be done remotely, using to-day’s increasingly interactive websi-tes): their aim is to teach the custo-

mer about the advantages offered byquality products and, at the same ti-me, to justify the difference in pricethat inevitably separates good qua-lity products from the more econo-mical ones. What some suppliers inthis sector are actually trying to do

enthusiasts, especially those needingto do retouches or wanting to obtainunusual tones. What is more, thissystem, as well as being appreciatedby customers, is also useful for stores,because it allows them to reducetheir stocks and condense their paintrange in a smaller space. >>>>

BricoMagazine 71

UNIT

Water-based paintsPaints for metals

EnamelsPaints and coatings for wood

VALUE

BricoMagazine72

is reassure the consumer over hischoice of product and make him seethat his decision can actually be betterthan that which a professional deco-rator might make on his behalf. Andthis is no mean feat: basically, it is acase of overturning the idea (quitefixed in our country) that it is up tothe painter to choose the product touse (even though he may not alwaysbuy a quality product). To do this – oreven, basically, to give the customermore information – a number of dif-ferent techniques are being imple-mented, ranging from promotionalmaterial supporting the launch of newproducts to out-and-out product useguides (quick and easy to read), po-sters and signs, and product displayassistance for retailers, sometimeseven adapting displays to the singlestore. But training initiatives – this isa crucial point for suppliers in thissector – should be aimed at sales assi-stants, too. Partly because of the rapidstaff turnover that is typical of DIYsuperstores, staff training should be anongoing undertaking and it can takethe form of courses at the manufactu-rers’ facilities or in-store sales supportactivities, where the staff are flankedby personnel sent by the supplier.There is a very good reason for all ofthis: a sales assistant who is wellinformed about the characteristics ofquality products is a sales assistantwho will be better equipped to encou-rage the purchase of branded products

(naturally less appealing in priceterms) rather than inexpensive or en-try level items.

The current trendsObviously, if, on the one hand, it isessential to inform the customer(and the sales assistant) about thecharacteristics of the products, onthe other, it is just as important forcompanies to be receptive to theDIY store’s customers and ready tolisten to their needs. In short, theyhave to be able to offer customers(the majority of which are privateindividuals) products that are bestsuited to their particular needs. So,what exactly does a novice DIYerwant? First of all, he wants productsthat will give a good result, but areeasy to apply: indeed, ready-to-useproducts continue to be one of themain trends in the DIY market.Another trend, which has grownstronger over the past year and ahalf, is the quest for colour under-stood as a form of furnishing and asa design feature. In other words, forconsumers who are feeling the pin-ch, painting a room is increasinglybeing seen as a substitute for chan-ging its furnishings: simply chan-ging the colour of the walls can givea room a facelift, making it lookmore modern, yet without having toredo everything. Moreover, paint iseasy and quick to use and (every bitas important) an aspect of the home

that can easily be changed. In otherwords, consumers might, withouttoo much hesitation, decide tochange the colour of their walls evenquite frequently, as the outlay invol-ved is relatively small. Finally, somemanufacturers report a further trendwhich could become increasinglyestablished over the coming years: atransition from environmental awa-reness to a broader awareness ofcomfort and wellbeing generally. Inother words, the focus will no longeronly be on environmentally friendlyproducts but also, and increasingly,on products that increase one’s senseof wellbeing in the home, such aspaints or other products that so-mehow recall elements of natureand can thus convey, within the ho-me, a greater sense of peace and se-curity. �

Boero - Diego Tomasello, director,Architecture & Deco division,Gruppo Boero

Materis Paints: Rosetta Orsi,DIY marketing business unit andhead of communications and webmarketing, Materis Paints Italia -Massimiliano Bianchi, director ofDIY division

J Colors - Mario Licini, head of marketing

Nespoli Group: Kathleen Descamps, group marketing direc-tor, commercial director Benelux

Acknowledgements:

Markets

BricoMagazine74

The growth of privatelabels in Italy

by GfK Retail and Technology Italia

The private labels in GfK surveys was the theme of a seminar held by GfKRetail and Technology Italia at BricoDay 2012.

Once again – indeed, it has beena fixture since the second time

the event was held –, GfK Retail andTechnology Italia took part in Brico-Day 2012. Ivano Garavaglia, thecompany’s account manager, took anin-depth look at this year’s chosentopic, private labels, and presented anew marketing instrument, the geo-marketing, which could prove veryuseful for large DIY retailers.

How is the market doing?Let us start with the macroeconomicindicators, which, unfortunately, arenegative, and analyse two of them,the ones we consider best able toshed light on the world we are look-ing at here. The first of these is con-sumer spending, which comprises allthat is spent, by households and in-dividuals, on goods for themselvesand for the community. In the sec-ond quarter of 2012, Italy recordedthe worst performance, -3.7%. Inthis regard, Germany is actually theonly country still recording a trendslightly above 0%. The second indi-cator, related to the DIY world, isthat of residential real estate sales,and an analysis of the data for theNorth, Centre, South and whole ofItaly shows that none performedbetter or worse than the others; themarket results, in the first quarter of2012, recorded a delta ranging from

Studies and Researches

BricoMagazine 75

-19% to just over -20% between thevarious areas.Looking at the channel of particularinterest to us here, i.e. DIY super-stores (large specialised sales areascovering over 800 square metres),the performance in the first half of2012 was still positive: we are talk-ing about around 1.6 billion euros inthe first six months of 2012 as com-pared with around 1.5 billion theprevious year, with a trend that, at2%, was still positive, albeit down onthe +3.2% recorded in the same pe-riod in 2011. But in the context ofthis particular sector, this is stillquite a considerable trend and thuscertainly a positive result.

Product categories:brands and private labelsLooking in detail at certain productcategories, it is possible to observesome quite stable trends, withoutsignificant fluctuations: the macro-category of DIY did record somelosses, however, while gardening re-mained stable, without any majorupsets. Comparing the absolute val-ue generated in the first six monthsof 2012 with the same period in2011, some sectors showed highlypositive results. These include thepet and automotive markets, whileall those linked to the home record-ed negative results, probably partlyas an effect of the slump of thehousing market. Home accessories,furnishings and home textiles allrecorded negative results. In thissetting, it is possible to start to seethe balance of power between tradi-tional brands and private labels.First, however, it must be pointedout that the tables provided do notrefer only to DIY superstores, butrather to the sum of DIY super-stores plus what we call mass mer-chandisers (in the latter case, weconsider, of course, only their DIY-

Residential real estate sales in ItalyPercentage change (quarterly) in volumes compared

to the previous year

-19,6% -18,9%

-20,4% -20,0%

Residenziale Nord Sud Centro

+3,2

1.533.388

+2,0

1.564.524

-0,9

0,8

-2,2

-0,3

-3,7

-5,0

-4,0

-3,0

-2,0

-1,0

0,0

1,0

2,0

3,0

4,0

2010q2 2010q3 2010q4 2011q1 2011q2 2011q3 2011q4 2012q1 2012q2

EU 15 UK DE ES FR IT

P

Spending on private consumptionPercentage change (quarterly) in volumes compared to the

previous year in the major European countries

The trend of the DIY Superstores channel All market sectors, Italy. Sales in value terms,

expressed in thousands of euros

>>>

Jan 11 - June 11

Growing trend %

Jan 12 - June 12

DIY Superstores Italia

Turnover, first half 2012:1,6 billions euros (+2%)

DIY Superstores definitionChains or groups of self service stores,with sales area >800 mq, dealing with atleast the following products:

• Tools• Building materials• Timber

BricoMagazine76

Studies and Researches

related business). The sum of thesetwo channels is termed the GfKpanel market. We will here examinethe following specific categories:power tools, gardening, home deco-ration and maintenance, and light-ing, in order to see, in each of them,what share is held by private labelscompared with traditional brands.

Private labels in DIYIn the first six months of 2012, pri-

vate labels had an almost 14% shareof the market in volume terms, or3.7% in value terms. The past fouryears have been characterised by aconstantly increasing trend, which isstill observed even if we break thisresult down and consider the valuesfor each quarter from 2009 throughto the second quarter of 2012. Pri-vate labels are thus characterised bya steady trend; there is no singlequarter (including the summer

quarter and the winter one whichcoincides with the Christmas sea-son) that shows a downturn with arecovery of the traditional brands. Inall the periods considered, with theexception of 2009, private labelswere found to record strong growth.Closer examination of the situationwithin our four categories, above allto see whether they record compa-rable trends, shows that, yes, thetrends are similar, in the sense thatthere is no single segment in whichprivate labels are dipping, or merelyremaining stable. In all four sectors,they are growing and showing im-pressive trends, which vary accord-ing to the product category (rangingfrom power tools to decorating).The scenario just described is thatof Italy. However, GfK analysis canalso be applied to Europe, to seewhether the situation is the same inother countries. As far as powertools are concerned, we have alreadymentioned the strong growthrecorded in Italy, where private la-bels accounted for about 16% of thevalue of the market in the first halfof 2012. Looking at other countries,such as France, Germany and theUK, there emerge situations whichlag behind ours in terms of marketshares; in Germany, for example,traditional brands continue to bestrong, holding an over 90% share ofthe market. France and the UK, onthe other hand (especially the UK)are a little more advanced. Overall,however, all these European coun-tries (Italy, France, Germany andthe UK) are characterised by sub-stantial stability: no significant dif-ferences emerged when comparingtheir respective market shares in thefirst half of 2012 with those record-ed in the first six months of 2011.This does not apply to all sectors,however. Analysis of other cate-

Private labels in GfK surveysGfk panel market: DIY superstores, Italy. Shares in value terms, expressed in euros

Brand Private Label

Gennaio-Giugno 2009

6,9

93,1

Gennaio-Giugno 2010

7,9

92,1

Gennaio-Giugno 2011

9,6

90,4

Gennaio-Giugno 2012

13,7

86,3

Settori analizzati • Utensili Elettrici • Giardinaggio • Decorazione • Illuminazione

Private labels in GfK surveysGfk panel market: DIY superstores, Italy. Shares in value terms, expressed in euros

Brand Private Label

Utensili Elettrici Giardinaggio Decorazione Illuminazione GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

13,9

86,1

16,1

83,9

10,7

89,3

16,3

83,7

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

6,2

93,8

10,5

89,5

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

10,5

89,5

13,2

86,8

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

Sectors analyzed• Power Tools• Garden• Lighting• Decorating

Power tools Garden Decorating Lighting

BricoMagazine 77

gories (paints, varnishes, enamelsand silicones, sealants, etc.) in factreveals a slightly different picture: inthis case, Germany, France and theUK are ahead in value terms (withprivate labels recording values agood 3-4 times greater than thoserecorded in Italy). Private labels aregrowing in France and Britain,whereas in Germany there is moreof a balance between private labelsand traditional brands.Let us look at lighting, the last ofthe three sectors. In Italy, private la-bels recorded strong growth in2012, with a 3% increase in salescompared with the previous year,but the situation differs greatlyfrom country to country. A consid-erable market share is held by pri-vate labels in France and the UK,well over 40% in the case of the UKwhere they recorded very stronggrowth in the first half of 2012;Germany on the other hand lagsbehind more (rather as it does inthe power tools sector) and, what ismore, showed a reduction in theshare of the market held by privatelabels in the first half of 2012. �

Private labels in GfK surveys: Power toolsGfk panel market: DIY superstores, Italy. Shares in value terms, expressed in euros

Brand Private Label

Italy France Germany Great Britain

13,9

86,1

16,1

83,9

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

18,7

81,3

18,8

81,2

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

9,2

90,8

8,5

91,5

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

33,7

66,3

33,9

66,1

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

Private labels in GfK surveys: DecoratingGfk panel market: DIY superstores, Italy. Shares in value terms, expressed in euros

Brand

Private Label

Italy

6,2

93,8

10,5

89,5

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012 France

34,5

65,5

35,4

64,6

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012 Germany

48,1

51,9

48,1

51,9

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012 Great Britain

36,7

63,3

37,3

62,7

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

Private labels in GfK surveys: LightingGfk panel market: DIY superstores, Italy. Shares in value terms, expressed in euros

Italy

10,5

89,5

13,2

86,8

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012 France

41,0

59,0

40,1

59,9

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012 Germany

9,6

90,4

7,9

92,1

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012 Great Britain

44,3

55,7

55,0

45,0

GEN 2011 - GIU 2011 GEN 2012

- GIU 2012

Brand Private Label

“

Private labels in the

lighting sector in Italy

are recording strong

growth (+3 % in sales).

An exemplary case is

that of the UK, where

private labels, which

already had an over

40% share of the

market, reached 55%

in 2012.

“

BricoMagazine78

The mass merchandisers’ approach to private label DIY

by Raffaella Pozzetti

Private label ranges sold by the main mass merchandisers. Display and communicationchoices.

Markets

The leading mass merchandis-ers use different strategies tomake their DIY articles stand out.They may choose to guide the cus-tomer towards private label productranges through layouts designed topromote them as effectively as pos-sible (positioning them mostly ateye level or in head position, asCarrefour Italia does); or they mayinvest heavily in communicationand educational tools designed toencourage the DIY enthusiast topurchase these products , toolsranging from organisation of theassortment using specific colourcodes (as seen at “Iper, the great I”)to promoting more sustainableconsumption through the sale ofhigh-efficiency products which im-

pact less on the environment(which is what Coop and AuchanItalia do). These, in brief, are themain strategies, but to have a morein-depth understanding of howmass merchandisers are approach-ing the DIY sector and how theyare presenting their own productsto consumers, we analysed thecomposition of the assortment, thelayout and the communicationchoices of four of leading retailerspresent in Italy: “Iper, the great I”,Carrefour Italia, Coop, andAuchan Italia, highlighting theirpeculiarities and common features.

“Iper, the great I”: greatercustomer freedom thanksto colour coding ofproducts Number of stores: 26Main product types sold: powertools and manual tools - plumbing(ranging from showers to hoses) -tapes (from clear to reinforcedones) - paints, varnishes, brushes,rollers -car and car care products(sponges, oil, car floor mats, etc.).

At Iper, the store’s own DIY prod-uct lines, sold under the brandname WorkTime, are given maxi-mum visibility and rendered im-mediately recognisable. This, in anutshell, is the policy underlyingthe layout of this retailer’s DIY de-

Iper

BricoMagazine 79

partment. Furthermore, each of thefour categories into which the DIYassortment is divided (tools/hard-ware and electrical goods –plumb-ing – garden – car accessories) isassigned a specific colour, therebymaking it easy to identify, quickly,the private label products on theshelves. To provide the customerwith a further level of assistance inchoosing the own-brand producthe is looking for, the WorkTimeline also uses colour coding withineach product category, as a meansof indicating the intended uses ofthe different items. If we look atWorkTime brushes, for example,we find that the red ones are meantfor applying solvent-based prod-ucts, while the brown ones are ide-al for applying products to wood.What this seems to show, then, isthat Iper, given the variegated andrather technical nature of the DIYworld, has sought to develop a pol-icy of educating the customer so asto render him increasingly inde-pendent and better equipped bothto buy what he had planned to buyand, possibly, to make unforeseenand/or extra purchases. For this tobe possible, it has to be easy for thecustomer to interpret what hefinds on the shelves, not just interms of assortment, but also interms of price. For this reason,within the specific product cate-gories, products with the Work-Time label are positioned immedi-ately below the industrial brandedproducts, thereby allowing the cus-tomer to make a direct comparisonwith other brands. Moreover,WorkTime label products are posi-tioned. within displays, at the cen-tre of a vertical price scale, wherethe most expensive branded prod-ucts are at the top and the least ex-pensive ones at the bottom, againmaking it easier for the customerto compare prices.

Carrefour Italia: privatelabel products always tothe fore Number of stores: 1306 (includingCarrefour planet; Carrefour; Car-refour market; Carrefour express)Main product types sold: batteries- light bulbs - paints – brushes -electrical goods - manual/powertools -smallware. Automotiveproducts: tools and implements,chemical products, spare parts andaccessories.

>>>>

For the DIY world, Carrefour hasimplemented an effective signpost-ing system, which guides the cus-tomer quickly to the departmenthe is looking for. What is more,the various types of merchandiseon the shelves are also convenient-ly indicated and therefore easilyfound. In particular, this famousretail group (like Iper) has devel-oped, for the DIY sector, a layoutdesigned to give maximum em-

Carrefour

phasis to its own label: indeed, theCarrefour ranges usually have thehead position and, in any case, al-ways at eye level. To further in-crease the visibility of its private la-bel assortment, the Group has alsocreated special display stands forcertain product families as well asstand-alone gondolas for seasonalpromotions. Instead, as regards theconcept of educating the customer,no specific solution is adopted forbranded lines, while the approach

adopted for counters containingCarrefour branded products is con-ceived and developed, separately, incollaboration with the leading sup-pliers in the relative categories(such as Philips for light bulbs, forexample). An interesting develop-ment in this regard is the introduc-tion, in the automotive depart-ment, of a touchscreen which al-lows the user to search, among sev-eral spare part categories (such asbrushes, batteries, light bulbs, etc.),

for the items most suitable for hisparticular type of car.

Coop: in the name of environmentalsustainabilityNumber of stores: 1474Main product types sold: lightbulbs - manual tools - batteries.

Coop’s commitment, in recentyears, to more environmentallysustainable consumption also ex-tends to its sale of more environ-mentally friendly and high-effi-ciency non-food products. It is nocoincidence that, in the DIY sectortoo, this retailer has endeavouredto draw attention to its own as-sortments of high-efficiency lightbulbs and rechargeable batteries(which are nevertheless flanked, onthe shelves, by the “traditional”kind) and portable battery charg-ers, which carry the Coop or Vi-viVerde Coop label. ViviVerdeCoop is a product line that was de-signed in order both to contributeto safeguarding the environmentand, at the same time, to raise con-sumer awareness of the need forenvironmental sustainability: theViviVerde light bulbs, for example,use 80% less energy than the oldincandescence ones, while the useof rechargeable batteries is a meansof cutting waste. The packaging ofthe ViviVerde range of DIY prod-ucts also deserves a mention, beingmade from cardboard or other re-cyclable materials with a low envi-ronmental impact. As for the dis-play layout chosen by to Coop todraw attention to its own DIYlines, once again, we find that thelines are mainly placed at eye level.What is more, in the case of thehigh-efficiency light bulbs, the pri-vate label products occupy all the

Markets

Coop

80 BricoMagazine

levels of the display, a solutionwhich gives the idea of a full andcomplete range. Instead, itemstypically purchased on impulse,like batteries, are also found at theend of the aisles closest to the tills.

“Auchan products” standout on the shelvesNumber of stores: 58Main product types sold: batteries-light bulbs - manual and powertools - plugs - hardware - electri-cal goods (plugs, cables, socketsand power strips) - automotiveproducts: tools and implements,chemicals, spare parts and acces-sories.

The DIY section at Auchan Italia,which the customer can find by

following a useful signposting sys-tem (white writing on a red back-ground, Auchan’s colours), aims tohelp the customer make his pur-chases both efficiently and quickly.For this reason, it uses, in its DIYdepartment, a special system formarking the different productfamilies, so that they stand out andcan be immediately recognised bythe customer. The store is clearlyintent on guiding the customer toits own-brand products, which areeasy to pick out thanks to the rela-tive displays which, in the variousaisles, are clearly marked “AuchanProduct”. Seasonal offers are alsoclearly indicated (this applies bothto the private label ranges and tothe industrial branded products).With regard to the issue of cus-

tomer education, Auchan, too, haschosen to put a touchscreen in theautomotive department (very simi-lar to the one at Carrefour) to helpcustomers find the types of sparesthat best suit their car. Finally,Auchan Italia – in line with thepolicies of environmental sustain-ability and energy saving imple-mented by the Auchan group atinternational level – has sought tohighlight its line of green batteriesand light bulbs, which have card-board packaging, in order, obvious-ly, to be more easily recycled. Fi-nally, to promote greater awarenessof environmental issues among itscustomers, it also has panels givinginformation about high-efficiencylight bulbs and the advantages theyoffer. �

Auchan

BricoMagazine 81

BricoMagazine82

Brichome, one companyand a common business strategy

Bichome is the culmination ofthree generations of experience

in the sector with a fourth genera-tion entering the business a fewyears ago. From humble beginningsas a small hardware and householdsupplies shop in Nizza Monferrato,the activity expanded to occupylarger premises when, in 1985, Car-lo Galligaris, the owner of a paint-ing and decorating supplies store,

became a partner. The resulting out-let was a 1,200 m² pilot project; notexactly what we would call a DIYstore, but with a self-service layoutand a format that was the forerun-ner of what we would expect fromone today. The next step came fouryears ago when the outlet moved toa different location in Nizza Mon-ferrato -533, Strada Canelli – afterMr. Galligaris retired and Mr Del-prino bought out his share of thebusiness. Here follows our interviewwith Giorgio Delprino.Bricohome became a reality fouryears ago. What sort have changeshave been implemented? Firstly we have bigger premises –from 1,200 to 3,500 m² of retailspace and an 800 m² warehousewhere we employ an 11-strongstaff. We have also computerised allour procedures and extended ourrange of products in order to createnot only a DIY outlet, but also a re-al home improvement store. Was this concept inspired by anyother businesses here in Italy?In some respects Leroy Merlin,which is more oriented towardsproducts for the home in general,although I don’t deny I miss Cas-torama in Italy; it had a more “tech-nical” slant in the sectors of hard-ware and DIY. In a way we took in-spiration from them and we pride

An interview with GiorgioDelprino, owner ofBrichome. A DIY indepen-dent looking for a groupthat will bring real-lifeadvantages and, above all,a common strategy for all.

by Giulia ArrigoniInterview

BricoMagazine 83

ourselves on being a little more spe-cialist than other competitors. Ouraim is to do more than just sell thecheapest items; we want to deliverquality and in-depth service. Inother words we want to raise thebar on the assortment of items wecan supply. Who do you regard as your maincompetitors?There are two Brico Ok outletswithin 20km, but generally speak-ing this isn’t an area that is over-served with DIY stores; however,this area wouldn’t support any more.We are also in the middle of anagricultural area where attitudes andthe overall mentality are very muchset in stone. Here personal relation-ships with the customer base areimportant and there is a certainamount of suspicion. Here, a classicDIY store would find it difficult tosurvive. Even our new premises andour change of venue weren’t justtaken at face value because we werealready an established reality in thearea. On the contrary, even thoughwe were well-known and had builtup a customer base, initially the newoutlet was viewed with a certaincaution. How has the outlet developed inthe past four years? Are there anysectors you have expanded or cutback? How is your assortment“moving”?In the main our range of productshas become more oriented towardsfurniture and interior accessories.We have also started a gardeningdepartment that offers in-store gar-den equipment repairs.Was this something you felt oblig-ated to do?In today’s market it is necessary ifyou want to sell: you are better offtrying something new, even ifsometimes you make mistakes,rather than maintaining the statusquo. Of course you have to use your

common sense, but trying out newideas is fundamental. My son – thefourth generation in our family towork for the business – is making abig contribution in this sense. As 2012 comes to a close what canyou tell us about the past year?I can say that our customers aremore cautious in their spending. Itmight be obvious but it’s the truth;the average transaction these days islower than it was, although I mustsay that when customers make apurchase, quality is what they arelooking for. There is doubt thatsome sectors – home decor andlighting for example – have suffereda great deal, while others such asgardening supplies – tools, machin-ery and outdoor furnishings – havenot been affected negatively. How will you close this year?We think we will break even, butwe have to see how sales go in No-vember and December. If they un-der-perform we could be down by2%. What was you turnover in 2011?4.2 – 4.3 million euros includingVAT. >>>>

Professionalism – afundamental pre-requisitefor the futureIn this situation what are yourthoughts about distribution withinthe sector where the market is stillin the hands of hardware stores? Today successful hardware storesand DIY centres are those that arewell-organised, that specialize incertain fields and have a certainturnover. Those that don’t havethese qualities are struggling; it’s aslow, but inevitable demise. Just askthe sales agents: only businesses thatare working well are prospering. What do you mean by “workingwell”?

“

You are better offtrying somethingnew, even if some-times you make mis-takes, rather thanmaintaining the sta-tus quo. Of courseyou have to use yourcommon sense, buttrying out new ideasis fundamental.

“

BricoMagazine84

Those that offer a professional ser-vice and don’t open stores withouthaving the necessary experience.There have been many such cases inthe DIY sector where peoplethought success would be guaran-teed. DIY has always been one of thenon-food sectors that offered thebest return on investments…That was true up to a few years ago.Today some are starting to feel thepinch and we will see if they canturn things around in the future. So you’re expecting retail to be-come more streamlined?I think it is inevitable. There will beno other choice. Costs are what theyare and margins are falling. Thereare some levels you just can’t affordto go below. How has all this effected your rela-tionship with your suppliers?This hasn’t changed; conditionshave remained more or less stable.The truth is although this recessionhas been savage it has also been slowand will probably continue in the

same vein for some time yet. But arationalisation will have to be made,there’s no doubt about that. A lot of people are turning to in-ternet and e-commerce websites.What is your opinion and how doyou intend to use the web? Currently we don’t have anythingon-line, because we are convincedthat it would be a big commitmentand one that would only pay off if itwere done correctly. If we considere-commerce it would be even moreof a commitment; like having an ad-ditional store to run so you need totread carefully. One mistake couldnot only compromise the on-lineactivity but also our existing busi-ness. Launching a new brand wouldprobably be the best solution. Welike the idea, but we need first tohave a clear project and the re-sources and personnel to make ithappen. And what about another store?Opening a second store is some-thing we are considering. Howeveronce again we want to do things

properly; there is no room for error.What I can say is we are very inter-ested in the idea and we are evaluat-ing our position.

DIY independents? Yes,but also no in the rightcircumstancesWhy do you operate independent-ly? Is this a deliberate choice or isthe idea of being part of a retail as-sociation something you’re not in-terested in?We belong to a consortium that op-erates exclusively in the field of im-ported goods. Having said this, thedecision to stay an independent op-erator has been dictated by the factthat the existing associations don’tfit our criteria. We didn’t choose tobe alone, because we don’t think it’sthe best solution; it would be betterto be part of a retail group, but agroup that will offer real benefits. There has been some movement inDIY distribution for some timenow: fewer franchises, changes inconsortiums...

BricoMagazine 85

Interview

“

Be part of a retailgroup? Yes, as long asit brings benefits toeveryone, not just a

few, otherwise – espe-cially in times likethese – things get

complicated and costsspiral out of control.

“Exactly! We think retail groupsshould exist to bring benefits to allthe participants, not just a few, oth-erwise – especially in times likethese – things get complicated andcosts spiral out of control. Thechanges we hear about don’t pointto healthy developments and a sig-nificant number are having prob-lems. What makes being part of a retailgroup an attractive proposition?What are you looking for?We look at proposals and groupstrategies very carefully, because webelieve that really being part of agroup means, for example, a singleIT system, buying all your productsfrom the same suppliers, having acommon advertising strategy andthe same brand. The kind of associ-ation where you need to bring prop-erty and assets to the table andmake profits from them. Further-more you should have an opera-tional shareholding in it so you candeal with the challenges of newmarkets for yourself depending onyour own potential. I’m describing asolution that so far, does not exist.What I do see are situations consist-ing of a number of outlets that inreality are still operating indepen-dently with their own brands andtheir own strategies. This mightwork for them, but it isn’t the solu-tion we are looking for. Yet as time goes on operations be-come more complicated…Without doubt. Until quite recentlythere were people with little or noexperience, who finding themselveswith a commercial space on theirhands thought they could makemore money from DIY because ofthe interesting margins it offered.But the time to “have a go” is over.Today experience and knowledgeare vital for anyone wanting to work

in this sector. This is a market thatcomprises a vast array of products –from heating to power tools – andmost of these items require in-depthtechnical know-how. Franchising in the DIY sector hasbeen stuck in a rut for several yearsand this year in particular consor-tiums have felt the effects. What’syour opinion?We think DIY franchises have notbeen very successful lately for anumber of reasons. First and fore-most a successful franchise requirescommitment – all the membershave to be followed carefully andcontinuously, without taking youreye off the ball, such as the estab-lishment of independent stores.When it comes to consortiums Ithink the situation is calmer, but it’salso true there’s some confusionlately that is causing “movement”from one consortium to another andthat isn’t always an advantage. This isn’t the right time for merg-ers, like Mr. Bricolage, for exam-ple?For the time being I can’t see any-thing significant. We’ll see….

Are you pessimistic about this?No, I just believe, as I have alreadysaid, that if we want to pursue agenuine aggregation of businesseswe have to start with a single com-pany in which those involved eachhold a share. This is the only wayyou can guarantee a common strat-egy for all: from the brand tosourcing products. �

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The new Brico Io store was inaugurated on 22nd March inTrescore Balneario, in the province of Bergamo.

On 22nd March of this year,Marketing Trend inaugurat-

ed a new store in via F. Lussana inTrescore Balneario near Bergamo.The new Brico Io has a retail areaof 900 sq m, and is next door tothe new Coop Lombardia super-market. The store stocks about20,000 DIY items, organized in 14departments. The BricoOnde-mand interactive kiosk designedby Marketing Trend is located at

the entrance. Assisted by ex-pert staff on hand, customers

can use this to place an or-der for fast home delivery

from any of the 1,500items from the out-

door, bathroom fur-nishing, home fur-

nishing, garden-ing, plumbing,

lighting, re-frigeration

and heating sectors which Brico Iohas selected to integrate and ex-pand the offer it physically stocksin the store. Brico Io in TrescoreBalneario offers its customers allof the store’s traditional services.The initiatives include a 10% dis-count applied to all Coop mem-bers for purchases made onWednesday (the discount cannotbe applied to sale items). In addi-tion, Coop members get 1 pointfor their Soci Coop collection forevery 2 euro spent at Brico Io inTrescore Balneario. �

Brico Io Trescore Balneario (Bergamo)

New Stores

Fact SheetAddress: via F. Lussana Trescore Balneario (Bg)

Area: approximately 900 sq m

Assortment: approximately20,000 items

Number of Employees: 10

Tills: 2

Services: free wood cutting,cut to measure table linens andlace, rope, netting and powercable cutting, catalogue sales,free quotes, instalment pay-ments, home deliveries for asmall fee, free paper measuringtape, free parking, handicap ac-cessible.

Parking: in front of the store.

Hours: from 8.30 am to 8.30pm from Monday to Saturday;from 8.30 am to 1.30 pm onSunday.

BricoMagazine86

WOODCUTTING

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CAR CARE

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It was a very busy second half year for Brico Ok inaugu-rating a new store in Imola on 2 December after laun-ching other outlets in Parma and Melzo. The new storewas opened directly by Ciesseci between the residentialand industrial areas in this town in the Emilia Romagnaregion of Italy. “Our goal is to open a series of stores inEmilia Romagna and, having had the opportunity to openone in Cesena some time ago, it was natural for us to tra-vel north to create a ‘physiological’ connection to shops inLombardy. This one in Imola is, for us, a very interestinglocation, partly because there is little competition, there’sjust a single Obi store,” Dave Steward, a partner in Cies-seci, explains. “The shop has a ‘classical’ Brico Ok layout,with a large promotional area at the entrance, just beyondthe two tills. In an exhibition area of 1800 sq m (and astoreroom of 200 sq m), the DIY centre is staffed by 7employees, in addition to the Director. “Let’s say that ours is a traditional style shop, with a fewextras,” Steward continues. “For example, we have workedand we are working on rotating our stock, trying to elimi-

New Stores

BricoMagazine88

After opening outlets in Parma and Melzo,Brico Ok inaugurated a new store in Imola on 2 December.

Brico OkImola (Bologna)

Fact SheetAddress: via Fanin 17, 40026, Imola (Bo)

Area: 1,800 sq m

Assortment: approximately 18,000 items

Employees: 8 Tills: 2

Opening Times: : from Monday to Friday 9 am –1 pm/2pm – 7 pm; Saturday continuous hours 9am – 7.30 pm – Sunday 9.00 – 12.30 pm

Parking: ample free parking

Services: free wood cutting, curtains and framesmade to measure, tinting machine, irrigation systemdesign, invoices upon request, home delivery, furni-ture in kit form, door and box assembly, Brico CardClub, financing.

nate products that don’t sell well, favouring noveltiesfrom our suppliers.” You can see, in fact, that we have im-proved our lighting and bathroom departments. Adverti-sing involving leaflets and local advertising (newspapers,radio, mobile billboard among other things) was organi-zed for the inauguration campaign as part of a specialplan that included distribution of a coupon to be used fora purchase made before the end of December. �

Leroy Merlin inaugurated a new store in Afragola near the shop-ping mall Le Porte. In reality, the store transferred from Arzano toexpand and improve its offer in the Naples area.

Leroy Merlin is strengtheningits presence in the Naples area

and on 13 October 2012 it inaugu-rated the new store in Afragolanear the shopping mall Le Porte.In actual fact, this is a transferfrom the Arzano site to Le Porte.The entire staff moved with thestore which is expanding and buil-ding upon its commercial offer in

the Naples area. The shop has a sa-les area of 8,400 sq m, 1,140 ofwhich are outdoor, with more than40,000 products and numerous in-novative services. The store has a75 member team of staff of an ave-rage age of 32 years. The new storehas been adapted for the localmarket, knowledge of which deri-ves from a close, ongoing relation-

Leroy Merlin Afragola (Naples)

New Stores

BricoMagazine90

Fact Sheet

Address: Via Santa Maria La nova Località La MarchesaAfragola (NA)

Area: 8,040 sq m of which1,140 sq m is outdoor display area

Assortment: 40,000 items

Employees: 75

Tills: 8 + 2 (8 mobile tillsplus 2 fixed tills at the customer desk)

Hours: from Monday to Saturday from 9.00 am to 9.00 pm; Sunday 10.00 to 9.00 pm

Parking: in front of the store,free

Services: installation/fittingby specialised personnel, freeDIY courses, “Idea Sheet” toparticipate in dedicated pro-motions and discounts, cu-stom products (curtains,wood and glass cutting, tin-ting machine) free returns, cu-stomer care, financing, homedeliveries.

BricoMagazine 91

ship with the area. A distinctiveelement of the store is the homeimprovement department, whichoffers a broad range of productswhich can meet different furni-shing styles: lampshades of allshapes and models, more than1,000 wall coverings, an assort-ment of paints with more than5,000 colours available to order,and a comprehensive assortment

of decoupage items. As AntonioBorrelli, store manager, explains,“The new shop stands out for thehigh value for money it offers andthe vastness of its assortment,confirmation of the attention thatLeroy Merlin has always paidtowards the area. All departmentswere designed to offer productsthat meet a diversity of tastes, sty-les and needs of the DIYers in the

Naples area.” For its clientele, Leroy MerlinPorte also delivers a series of dedi-cated services to facilitate and ac-company purchases and DIY, pro-viding support in the form of aninstallation service in collaborationwith qualified local craftsmen, Le-roy Merlin expert services directlyat the customer’s home, and finan-cing to facilitate purchases. �

EXTERNALAREA TILES

WOODFLOORING TILES BATHROOM

FURNITURESHOWERCUBICLES

BASINS ANDTOILETS

DOORS ANDWINDOWS

TIMBER

WATERINGAND

IRRIGATION

COOLING ANDHEATING

STORAGEBATHROOMACCESSORIESPAINTS

FRAMES POWER TOOLS HARDWARE PLUMBING ELECTRICAL

GARDEN POWER TOOLSAND ACCESSORIES

DECORATIVE PLANTSAND POTS

RUGS

CURTAINS ANDCUSHIONS

LIGHTING

SEASONALGARDEN

PLANTSPOTS

SOILS ANDCOMPOSTS

OUTDOORFURNITURE

ENTRANCE EXIT

BricoMagazine92

Plastic solutions for DIY market

Polimark has a prominent position within the DIY sector, and it isfound in the best chains of distribution and in leading, specializedpoints of sale. Since 2010 is a member of EPDA (European Plastics Di-stributors Association). Its success can be attributed to the specific indu-stry knowledge applied over the years in a constant search for high-profi-le top-quality materials, and the attention paid to addressing an increa-singly more demanding target group, capable of stimulating ideas withinnovative materials and bringing to life a variety of solutions. The expe-rience gained over the years has enabled Polimark to acquire the know-ledge needed to produce POLIVER crystal polystyrene sheets, a winningcombination of optical quality and price that remains a point of referencefor all those applications requiring a transparent but economical productwithout compromising on the quality that the market increasingly de-mands and rewards. www.polimarksrl.com

Combitech profiles have a unique, patented alignment groove designwhich allows users to accurately drill and combine different items

easily and effectively. Profiles fit perfectly on and inside each other to pro-vide greater flexibility in design. An unrivalled choice of accessories inclu-ding metal - sheets and connectors. When combined these can be used toconstruct a host of different items for indoor or outdoor use. Dependingon the application you can use uncoated aluminum or white plastic profi-les in any size with two lengths of 1m and 2,5m. Both materials are ofcourse rustproof and highly weather resistant. The profiles have severalfeatures which is not present in competitors’ products. The comprehensi-ve range of accessories with various standard parts such as nuts, washers,springs, end caps, rubber buffers and much more offers the perfect addi-tion for every application. A professional tool range for processing the al-fer profiles makes your work easy. The useful assistants in the alfer range:miter- boxes, multi-clamps, several saws, rulers and brackets.

www.alfer.com

Everything fits together!

Alubox presents its last wonderful creation: Mia

The showcase

Mia is a mailbox designed and manufactured in Italy. It’s worldwidepatented, for outdoors and for magazine format. Mia has an innova-

tive feature not present in the market. It’s composed of two parts : mailboxbody and frontal plate interchangeable : this frontal plate can be painted inmany different colours and especially can be made in various shapes. Fixfrontal plate on the mailbox door and change it whenever You want! Relea-se Your creative energy : buying MIA You will have a new mailbox alwaysdifferent, fun and Personal!Follow us on Facebook: https://www.facebook.com/aluboxsrl/cassettepostali

www.alubox.it

BricoMagazine 93

Bolis Italia: democratization of design

Bolis Italia, Italian leader in the production of shelving systems ( shelf-brackets, shelves, clips, hooks ) of high quality and design, launches the

new modular bookcase INFINITY made in harmonic steel that allows you to crea-te, in complete freedom, an exclusive and customized bookcase. INFINITY is sold as a setcomposed of 3 shelves and 4 wall supports that allows you to create the " wave " shaped bookca-se in the picture example; being a modular bookcase made in a particular material that can be bentat will, with several sets, you can create different shapes bookcases that make your home cool and stylish.This new product is part of the design shelving range ( just being launched on the DIY and traditional markets ) that hasas ultimate goal to make design available and accessible to everyone, to make a democratization of design. Everyone whodecides to buy Bolis Italia products is making the best choice for his own home. www.bolisitalia.it

PIKA' Super magnetics

Vega has created Pikà, a line of products designedand studied to have success on retail market. Pika'

products are packed in blisters and presented on metalfloor /counter display. Attractive packages beside being

explicit, are able to capture the cu-stomer's attention asserting itself asa good selling proposition. Vega is

100% made in Italy, it is a reality thatdesigns, produces and offers. The design,

production and packaging are all steps performed inside the factory, assuring quality and efficiency with fast and securedelivery. The linea Biagio and Monica super magnetics, have been designed to be applied on the heating elements, onstoves, and metal surfaces. Practical, stylish and usefull, with their modern design, they are adaptable to any setting ver-sion. The hangers Biagio super magnetics are made of resin in white, chrome and colored version. The towel racks Moni-ca Super magnetics, are made of resin and metal lenght 40 cm and 50 cm, white and chrome. www.vega-pika.it

Elea: how to build details

The over ten year’s experience of Elea has allowed this Italiancompany to have a considerable growth in terms of design and

production of display solutions for a modern distribution. This has re-sulted in the possibility of furnishing and fitting out the most diffe-rent retail stores. Our company can conceive, design and carefullycontrol all the project phases by concentrating the management of:

creation and planning, technique, structural work, painting, woodwork, metal, glass and plexiglass working. Elea is in aposition to quickly manage the whole planning procedure, i.e. development, installation and service, as well as ensure aconstant and prompt contact with its customers. This strong point has been the springboard to Elea System 50 shelfand the relevant integrated rack, being compatible with the most widely used shelving system in Europe. A combina-tion consisting of technology, design and experience has allowed Elea’s goals such as multifunctionality, flexibility whi-le changing the goods to be displayed, as well as a remarkable reliability in terms of safety, to be achieved. Moreover,Elea System 50 consists of only one product which containes various solutions thanks to the possibility of mountingand adding accessories, according to the display needs of DIY shops. www.eleaspa.it

BricoMagazine94

Since 1955, Kimono has always been looking for customers satisfac-tion, trying to find new and innovative solutions without giving up

functionality. That’s why Kimono is a benchmark in kitchen worktops,with a traditional line but also with a special one: Top Style, the most in-novative in DIY. It was created especially for those people looking for akitchen to be both functional, innovative but classy. That’s why this rangeoffers a wide variety of HPL laminated worktops, in colours, textures andfinishes. Anyway, Kimono is never satisfied and always aiming at the bestproducts. So, Kimono kitchen worktops range is Made in Italy, FSC cer-tificate, available with 15 to 59 mm thickness and matched with a lot oftop quality accessories. In the end, three are the words to remember whenyou are talking about Kimono worktops: Quality, Functionality and Style.What would you need more? www.kimono-spa.com

We always offer you innovative products: here are thenew products of 2013. Goodyear launches on the

market new latex foam gloves with 13 gauge polyester andSpandex® support: very elastic, very comfortable and very light, withoutreducing the safety level of DPI itself. The certified protection levels arethe result of Goodyear long commitment in researching the highest sa-fety performances; excellent grip thanks to the palm design which impro-ves the handling on wet and oily products. Breathable, silicon free. Thegloves different colours have the specific purpose to distinguish differentuses inside the company and avoid in this way the handled productsmixing. Washable at 40°. www.ariete-group.com

Kimono HPL laminatedworktops

The showcase

Extrema Fix Tape is the ideal solution for the quick and easy sealingand repairing of any surface, and it gives long-lasting results. Mea-

suring 100x200 mm, it is a self-adhesive sealing tape made from acompound of butyl rubber. It is self-protected and strengthened withreinforced aluminium foil, and it is also easy to cut to the required size.The aluminium foil makes it exceptionally resistant to aging, oxidationand the effects of chemical and atmospheric agents. Solvent-free, it willseal, join and adhere easily and definitively to all materials, in particularto plastic, glass, metal, polycarbonate and wood, without the need touse any particular tools. It can be applied cold, and it is water-resistantand self-sealing. It shows great heat stability and excellent adhesion atlow temperatures, and it is resistant to tearing, aging and UV radiation.It is therefore the ideal solution for many applications, both in the DIY sector and for professional use (plumbers, tin-smiths, builders, fitters and aerial installers). www.extremasealants.com

Extrema Fix Tape seals and joins all kinds of materials

Work gloves Goodyear, a solution for every working situation

Goodyear

(and Winged

Foot Design)

is a trademark of The

Goodyear Tire & Rubber

Company used under license

by Ariete Group Spa, Italy. Copyright

2013. The Goodyear Tire & Rubber Company

Termostiro. Your ironing board will never be the same

Gimi presents a sturding innovation that makes your life easier by shortening yourironing time. Termostiro, the heating felt pad, transforms your ironing board in an

active one whose heat increases the efficiency of your ironing, expanding the fibers ofyour clothes better and faster in a double shield of heat. Termostiro is a safe and certi-fied electrical disposal, low energy consumer: once you put it on your ironing table - un-der a classic cotton cover - there’s no need to remove it but only to switch it on oroff by its temperature controller. Termostiro is sold in two sizes: Medium Si-ze fitting ironing boards from 120 to 124 cm long and Large Size fit-ting ironing boards from 124 to 128 cm long. Termostiro is in-ternationally patented by Gimi, the italian brand leader ininnovation in clothes dryers and ironing boards sectors.

www.termostiro.gimi.eu

Mp Group: thermoplastic products all over the world

Twist drill: the best performances with the safest use

Cutting tools for metal working is Krino core business. We propose an HSS fully ground twist drillwhich assures a safer use of the tool. Speedmaster twist drill let you drill safely in the worst condi-

tion. Its features are as follows: the micro self-centering tip, which assures an easiness of spot-drilling andstart cut; the double couple of cutting edges with variable relief, whichensures a maximum cutting capacity with high resistance of the cuttingedges; the double chip breaker, which avoids the creation of the built-up cutting edges; 3 anti-skid flats for the full power transmission.Above all, the special sharpening and the wide and smooth flutesassures a high quality cut with portable and bench drillingmachine into alloy steel, high alloy steel, stainless steel up to900 N/mm2, iron, aluminium, metals. www.krino.it

Mp Group is a leading Italian company since 1968and our products are on all most important Euro-

pean , American and Australian markets. Our high-qualityitems are certificated according to the main European re-gulations. We manufacture and export all over the worldthermoplastic products for different sectors such ashardware, storage, waste collection, enology, gardening,

food industry, households and horeca. Please take a look at our website www.mobilplastic.it where you can also downloadour general and horeca catalogues as well as all certifications. In the picture: Waste segregation bins. Our waste segrega-tion bin 120 and 240 liters, TUV and DIN EN 840 certified, it’s consider the first step to build an effective refuse collec-tion system, by this separate collection system the waste volume could be strongly reduce and mostly of waste materialsrecycled. Supplied with a wheels diam 200 mm is made in high quality polyethylene (PE-HD) is chemical agent andparasite resistant, liquid proof, whashable and sterilizable , and can be equipped with a sac holder or a Kit pedal /sac hol-der Available in 8 colours or with dark grey body and red, blue , green and yellow lids. www.mobilplastic.it

BricoMagazine 95

BricoMagazine96

International exhibition of tools, hardware, materials and machinery Date: 11-13 june 2013 Location: Dubai (United Arab Emirates)www.hardwaretoolsme.com

Hardware+Tools

The annual retail trade, home improvement and decoration showDate: 12-13 june 2013 Location: Lille (France) www.brico-et-habitat.com

Brico & Habitat

The international home showDate: 12-15 september 2013 Location: Milan Rho Fairgrounds (Italy) www.macef.it

Macef

The gardening and garden furniture exhibitionDate: 8-10 september 2013 Location: Cologne (Germany) www.spogagafa.com

Spoga-Gafa

International garden and leisure showDate: 15-17 september 2013 Location: Birmingham (England) www.gleebirmingham.com

Glee

An event dedicated to mechanized farming and gardening demos Date: 21-23 september 2013 Location: Valeggio sul Mincio - VR (Italy)www.demogarden.it

Demogarden

International exhibition of ceramic tile and bathroom furnishingsDate: 23-27 september 2013 Location: Bologna (Italy)www.cersaie.it

Cersaie

DIY superstore show and conferenceDate: 26 september 2013 Location: Milan (Italy)www.bricoday.it

Bricoday

International exhibition for the building industry and architectureDate: 2-5 october 2013 Location: Milan Rho Fairgrounds (Italy)www.madeexpo.it

Made Expo

International exhibition of outdoor productsDate: 6-8 october 2013 Location: Rimini (Italy)www.sungiosun.it

Sun

Exhibitions

alfer® aluminium Gesellschaft mbHHorheim, Industriestraße 7D-79793 Wutöschingen

Telephone: +49 7746 9201-0Fax: +49 7746 9201-92E-mail: [email protected] www.alfer.com

Patented innovations for building, crafting and workingalfer® holds the patents and copyrights to numerous innovations. The range of more than 6,000 products not only surpasses cheaper comparative products in terms of quality, the dimensions of the system profi les and accesso-ries are aligned to ensure that everything fi ts together perfectly. Sophisticated features such as the patented drill alignment groove guarantee simple processing and set the German quality products apart.

Diverse product rangesThe product portfolio ranges from building profi les, DIY profi les, bars and profi les for laying parquet, laminate and other fl oor coverings, as well as for room layout and tile coverings through semi-fi nished products such as metric threaded rods or sheets to classifi cation and storage systems. The products in the alfer® range are made from metal and plastic, with aluminium and steel being the most commonly used materials.

In-house productionAt alfer®, production occurs using state-of-the-art, semi-automated systems. Thanks to the consistent implemen-tation of an insource strategy over the last few years, more and more production processes are being installed and implemented at alfer®. alfer® now has concentrated expertise in several areas of production technology and can guarantee the highest quality through well-known techniques such as sawing, punching, cutting, remodelling or surface treatment such as coating, immersion or foiling through to the manufacturing of plastic products using injection moulding or extrusion.

Logistics

As a globally leading supplier for the home improvement store sector for profi le systems, alfer® continuously strives to improve its workfl ows. Permanent process controls and a consistent implementation of new technolo-gies have enabled the company to achieve a supply rate of over 99% for many years.

14:07

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a

a

brico international

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