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Agnès RichardDIY in Europe, FranceEditor-in-chief, Univers Hebdo
The long-awaited restructuring of the French DIY market is in full swing. Now that Mr. Bricolage has taken over Tabur, and Leroy Merlin has purchased the Obi stores belonging to the GIB group and acquired a stake in Domaxel too, the industry is of course waiting for Bricorama to make a move as well.
The different retail groups are attempting to position themselves in each and every segment, since they would like to cover all the different catchment areas at once. There was never any question of parting from the Catena sales format at Mr. Bricolage. On the contrary, the intention is to reinforce its identity as against the Mr. Bricolage stores that are located in bigger catchment areas. Two retail formats belonging to the Leroy Merlin group, Obi and Weldom, are taking up the challenge on the neighbourhood supplier front, and Leroy Merlin will presumably remain faithful to its preference for the great metropolitan areas.
The big groups’ endeavour to cover the entire range is also evident in the area of communications. Even though no DIY retailer has so far dared to take the final step and initiate a TV advertising campaign, as they are legally permitted to do since 2004, an increasing number of them are sponsoring individual programmes. Whereas Mr. Bricolage remains faithful to the weather forecast, shown at a time when many French viewers are gathered in front of their TV sets, Leroy Merlin tends to appear in short programmes that highlight the inventiveness of DIYers, or to endorse programmes on the topic of furnishings and interior décor. The group has also launched its consumer magazine in kiosks, with the aim of widening its target group. Which is definitely a first in the French market. Bricomarché is associating its name with the “Building Site”, a docusoap involving couples who have to cope with major building projects and renovations.
In terms of home enhancement, DIY projects represent the biggest item of expenditure for French households, where they are in evidence on all fronts nowadays. Perhaps this will provide the market with extra impetus?
The long-awaited restructuring of the French DIY market is in full swing. Now that Mr. Bricolage has taken over Tabur, and Leroy Merlin has purchased the Obi stores belonging to the GIB group and acquired a stake in Domaxel too, the industry is of course waiting for Bricorama to make a move as well.
The different retail groups are attempting to position themselves in each and every segment, since they would like to cover all the different catchment areas at once. There was never any question of parting from the Catena sales format at Mr. Bricolage. On the contrary, the intention is to reinforce its identity as against the Mr. Bricolage stores that are located in bigger catchment areas. Two retail formats belonging to the Leroy Merlin group, Obi and Weldom, are taking up the challenge on the neighbourhood supplier front, and Leroy Merlin will presumably remain faithful to its preference for the great metropolitan areas.
The big groups’ endeavour to cover the entire range is also evident in the area of communications. Even though no DIY retailer has so far dared to take the final step and initiate a TV advertising campaign, as they are legally permitted to do since 2004, an increasing number of them are sponsoring individual programmes. Whereas Mr. Bricolage remains faithful to the weather forecast, shown at a time when many French viewers are gathered in front of their TV sets, Leroy Merlin tends to appear in short programmes that highlight the inventiveness of DIYers, or to endorse programmes on the topic of furnishings and interior décor. The group has also launched its consumer magazine in kiosks, with the aim of widening its target group. Which is definitely a first in the French market. Bricomarché is associating its name with the “Building Site”, a docusoap involving couples who have to cope with major building projects and renovations.
In terms of home enhancement, DIY projects represent the biggest item of expenditure for French households, where they are in evidence on all fronts nowadays. Perhaps this will provide the market with extra impetus?
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