DIY store concept on trial

The Nireo Corporación is a grouping of Spanish hardware merchants that was called into being in 1997. For a start the Ferrobox trading brand, which now numbers well over 200 independent dealers, was established for the hardware trade. Their experience in buying, logistics and marketing has now been utilised to develop a concept for the DIY sector, which represents a growing segment in the Spanish retail trade.
Atrida, a new name in Spanish DIY retailing.
Átrida is the new, medium-sized DIY store format (approx. 2 000 to 2 500 m²) that stocks hardware and garden and household products geared to the demands of life in the Mediterranean region.
The Spanish trade magazine “Bricolage” reports that the first outlet was officially opened on 23 June 2004 at Les Franqueses (about 60 km from Barcelona). Nireo has invested € 1.5 mio in this prototype, which has a sales area of 1 950 m². There are over 80 000 households in the catchment area covering 20 km.
The area covering tools and accessories is the focal point of the store.
The DIY store offers everything for renovating and decorating the home. The range includes tools of all kinds, along with building materials, floor coverings, plumbing, paint, furniture, lighting, mirrors and picture frames. The store is structured in five departments, whereby it is the function of each product that decides exactly how it is classified, not the product category. The names of the five departments are definitely to be understood as a challenge: “Crea” (create), “Imagina” (imagine), “Renueva” (renovate), “Decora” (decorate) and “Relájate” (relax).
The choice of hardware is great.
The “Crea” section forms the heart of the store, where tools and accessories are located. The remaining segments are linked to it: “Renueva” is reserved for bathrooms and kitchens, with taps and fittings, furnishings and mats. The “Imagina” area stocks hardware and paint, whereas “Decora” is the place for decorating and furnishing the home, with flat-pack furniture, cupboards, doormats and clothes airers. “Relájate” stretches as far as the outdoor yard and offers garden products and decorative articles.
The garden products department is called "Relax".
In the opinion of Antoine Martín, chief executive officer of Átrida Spain, the new format offers more opportunities for growth and is more economically viable than megastores of 10 000 to 20 000 m². It has been designed for a catchment area containing 100 000 to 150 000 inhabitants. The company hopes that this…