Transfer of image to smaller stores

A new chapter in the long-standing cooperation between EDE of Wuppertal and the EK Servicegroup of Bielefeld was opened on 1 January 2013. That is when the two voluntary groups, both of which are active throughout Europe, bundled their retail expertise in matters concerning DIY and garden to create the Euro-DIY GmbH & Co KG. Right from the very first this new company has a service base of some 500 specialist shops and stores in Germany and the neighbouring countries of Europes. Heading Euro-DIY are Hans-Jürgen Adorf and Dr Christoph Grote from parent company EDE, together with Fred Ströter. “All the activities undertaken by Euro-DIY serve to differentiate the partner companies through a clear orientation towards the specialist side, resulting in a disassociation from the superstores through individuality, quality and expertise. The company’s motto: ‘distinctive specialists rather than featureless DIY stores’,” said Fred Ströter at EK LIVE, the trend and service fair of the Bielefeld multi-industry association, which also functioned as the venue for the first Euro-DIY ordering fair. According to the new company, the Wuppertal head office of the new centrally organised system offers a portfolio of services that will do justice to all the individual demands of its partners. The core services are professional category management, maintenance of both modules and listings, management of terms and conditions, and marketing. The level of performance is also evident in the Wuppertal “Konzeptmarkt”, where the concept and product ranges offered by Euro-DIY are presented in tangible form on an area of some 1 000 m². The central component of the portfolio is the newly drawn up Werkmarkt concept, which is designed to win distinction through its offer of professional advice, strong brands, clear orientation, relevant promotions and ranges of the highest quality. As Ströter explained, a concept with genuinely unique features has been developed, linked to individually tailored service offers and the appropriate specialised retail solutions from the EK Servicegroup and EDE. Taking the Werkmarkt concept as their basis, members can select core ranges, optional ranges and high-profile modules from concepts of the parent groups. Modules are available for areas of around 400 m² or 600 m², along with an additional module (500 m²) based on optional ranges. The images of the specialist shops are differentiated through the emphasis in their assortment following the principles of…