Brico Pro expands its range

The entire concept was translated into reality for the first time at the new Brico Pro in the centre of Toucy, a small town of 2 600 inhabitants. This is the second location for voluntary member Jean-François Phulpin. He already operates one store of 1 000 m², where 70 per cent of the range is geared to the DIY scene. It had become clear to Jean-François Phulpin that something had to be done to safeguard margins and sales growth. As he explained, “In 2003 our first outlet achieved sales of € 3.3 mio from a total of 99 000 till transactions, which translates into sales of € 3 300 per m². This result strengthened me in my determination to act.”
The new Brico Pro offers a considerably broader range and a larger floorspace.
Cofaq intends to make Brico Pro into a real DIY retail format capable of holding its own in all product segments, though without repudiating its original domain that covered hardware, tools and plumbing. The Toucy store gives proof of the format’s viability, including as it does the new categories of wood, bathrooms, decoration and garden on a floorspace of 3 500 m², of which 1 000 m² is out of doors. The average Brico Pro floorspace amounts to 1 300 m².
Strength of existing categories
It is quite obvious upon entering the store just how strong the original product categories still are. Where power tools are concerned, there is a choice of around a hundred different machines and brands. The selection ranges from Black & Decker through to Makita as well as the consumer and professional lines from Bosch. In the case of pressure cleaners too, Kärcher models to suit both target groups are on offer.
Décor lines are new to the product offer.
What is more, pressure cleaners and compressed air equipment can also be tested on the spot. No-name products scarcely have a place in this category. “We have no desire to lose our reputation with consumers. In our stores the same product costs exactly the same as from any other operator,” explains Pierguy Angelini, who is responsible for Brico Pro. And he continues, “Our typical customer is the owner of a small house complete with a garden and at least 35 years old. And he comes to us because of our expertise.”
Positioned behind tools are electrical products and hardware, available loose or blister-packed. Extending to the left of the entrance is the garden centre (600 m² for greenhouse, covered outdoor area and plant nursery), which is run by two gardening professionals. The offer here includes an expanded…