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Agnès Richard
DIY in europe France, Editor in chief of Univers Hebdo
Whereas in 2002 the DIY market in France was characterised by ongoing concentration, 2003 is proving to be the year of the new concepts. Last year even the Big Three in the sector were made to feel the effects of this process of concentration, and so have all reviewed their different marketing formulas. June saw the Leroy Merlin group inaugurate a new format in the medium-sized store range in Cavaillon. This is intended to position Obi alongside Leroy Merlin, which will continue to stock a broad product offer that is heavily biased towards the decorative side.
Castorama presented its new concept at the end of August, having fallen back behind Leroy Merlin in France during 2002. Will this retail format now make its peace with Kingfisher, its British shareholder? Although the new concept, which is being trialed in Hénin-Beaumont, Seyne sur Mer and Châlons sur Saône, does actually preserve the “warehouse” style, it is in a more inviting version that is further geared towards decoration.
Apparently Kingfisher has finally recognised the fact that DIY cannot be transposed to the other side of the English Channel in exactly the same form as at home. Castorama is exposed to a level of competition in France that is quite different from what B&Q faces in the Uni-ted Kingdom. The group is hoping to regain its market share by means of this new store format, which offers a range of around 50 000 products and extremely “invigorating” prices.
Then on 24 September came the presentation by Mr. Bricolage, the number three in the marketplace since its takeover of the Tabur Group (Bricogite, Catena and B3), of its new concept that is being tried out in Yseure. This is totally different from the “octagon” that was introduced at Auch in 2000 and proved almost impossible to duplicate, though it does take up the basic idea and devotes a great deal of space to decoration in particular. The company intends to win over more female customers. After all, women are participants in 75 per cent of all DIY projects in France.
DIY in europe France, Editor in chief of Univers Hebdo
Whereas in 2002 the DIY market in France was characterised by ongoing concentration, 2003 is proving to be the year of the new concepts. Last year even the Big Three in the sector were made to feel the effects of this process of concentration, and so have all reviewed their different marketing formulas. June saw the Leroy Merlin group inaugurate a new format in the medium-sized store range in Cavaillon. This is intended to position Obi alongside Leroy Merlin, which will continue to stock a broad product offer that is heavily biased towards the decorative side.
Castorama presented its new concept at the end of August, having fallen back behind Leroy Merlin in France during 2002. Will this retail format now make its peace with Kingfisher, its British shareholder? Although the new concept, which is being trialed in Hénin-Beaumont, Seyne sur Mer and Châlons sur Saône, does actually preserve the “warehouse” style, it is in a more inviting version that is further geared towards decoration.
Apparently Kingfisher has finally recognised the fact that DIY cannot be transposed to the other side of the English Channel in exactly the same form as at home. Castorama is exposed to a level of competition in France that is quite different from what B&Q faces in the Uni-ted Kingdom. The group is hoping to regain its market share by means of this new store format, which offers a range of around 50 000 products and extremely “invigorating” prices.
Then on 24 September came the presentation by Mr. Bricolage, the number three in the marketplace since its takeover of the Tabur Group (Bricogite, Catena and B3), of its new concept that is being tried out in Yseure. This is totally different from the “octagon” that was introduced at Auch in 2000 and proved almost impossible to duplicate, though it does take up the basic idea and devotes a great deal of space to decoration in particular. The company intends to win over more female customers. After all, women are participants in 75 per cent of all DIY projects in France.
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