Brand with impact

There is a new DIY sales division in Italy. Ottimax opened its first store midyear. The company chose the Mediterranean island of Sardinia for the premiere. The new store is located slightly outside of Olbia in the industrial area Golfo Aranci and is situated directly opposite the sports centre Geovillage. The airport is only fifteen minutes away and the road to the Costa Smeralda passes right by.
The new location is not easy to miss: a brand sign with black lettering on a yellow background, with a large car park in front of the store. Actually it is not just one store, but two: the first part is devoted to building materials and is designed as a drive in concept – you drive your car inside and load the goods directly – and a second area, in a more classical DIY store style.
The store in Olbia has an available area of around 11 000 m2. The area is divided into 2 000 m2 of open space for building materials and the drive in and a further two floors each with 4 500 m2 for other home improvement and DIY goods.

The building is bright and new. It can be entered in two ways: either through the ground floor entrance on the left, where you will also find the information counter or by escalator on the right, which leads directly to the first floor.
An assortment of 30 000 products is intended for the DIY sector. Here, Ottimax’s strategy aims to attract not only private customers but most of all professionals, such as small and medium sized handicraft businesses with its slogan (“best quality, biggest savings”)
In more than one way, Ottimax has taken position against the already established French brand in black and orange – Bricocenter, which belongs to Leroy Merlin, and which, funnily enough, also originates from Sardinia: The business policy is based on the competitive price policy with promotions and discounts throughout the year; the opening times 7am – 9pm; the building materials drive in; the “OX work card” which can be applied for in every store and gives the customers certain advantages such as discounts, easier payment methods, priority information and a click & collect service.
There are, of course, also different services on offer to the customers: free cutting service, locksmith service also for electronic car keys, sign…