Pilot project by Bricolarge

The pilot project involves a builders’ and DIY store that represents a new starting point for the Italian DIY retail cooperative after 25 years. The project was developed as a guide for all future branch openings and the choice of location, Gravellona Toce in the province of Verbania, was made with great care, for the cooperative’s plans see this store as the first of a chain of corporate outlets.
The store is 1 600 m² in size and designed with areas arranged in a herringbone pattern. The individual departments have their own colours and signage, though a uniform corporate identity is still recognisable. All DIY product categories are represented in the new store, and there is no lack of display space and islands for special promotions. One area is reserved for home furnishings and ethnic products, and advice and ideas are available in the sphere of décor and fine art.
At present 67 suppliers have been selected with the aim of establishing a permanent partner relationship. The suppliers themselves manage and stock their own areas, which means it was possible to avoid setting up a warehouse with the consequent loss of retail area.
The Bricolarge at Gravellona Toce is situated in the “I Laghi” shopping centre, which opened at the end of September 2005. Among those present at the opening was Juan José Jaen, president of the Spanish Brico Group buying cooperative, which has around 70 affiliated stores in Spain and Portugal. Jaen came to Italy to meet the president of Puntolegno, Gianfranco Orlandi. It was their two groups that last year set up the European buying cooperative Brico Alliance. Work is now being done on procurement and image strategies to further the project.