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With currently 32 stores, Promart stands at second place in the home improvement sector of Peru if the number of locations are taken as benchmark. In contrast, the Chilean retail group Falabella operates two DIY store chains in their northern neighbouring country in the Andes: Sodimac has 56 stores in Peru, Maestro 27.
But Promart is still young and is still only in its eleventh year. Since being founded in 2011, the company has grown at a remarkable pace. When you ask chief executive officer Verónica del Pilar Valdez Ladron de Guevara about the most important milestones she first refers, not without pride, to the fact that Promart reached break-even of Ebitda in the fourth year of operation and break-even of net profit in the seventh year. "It surpassed competitors in the sale per square metre in year six of operation," Valdez continues. "Besides, ten years of operations later, it reached 30 per cent of market share of the big boxes."
Promart also advanced early in the "soft" factors. "In 2014, the campaign 'La hija perfecta' won Silver Lion in Cannes, which is an important festival in the world of advertising and creativity," reports the Promart boss. "Additionally, Promart has been recognised by the Great Place to Work Certification, achieving third position in 2017."
Of the 32 stores, eleven are in the capital of Lima and 21 in the provinces. But, Verónica Valdez emphasises, "in every store the goal is the same: to accompany our clients to have their dream home with an expert and friendly service, offering quality at the best prices."
The most important product groups are flooring and coatings, ironmongery, tools, and building materials. By this, they want to address mainly three types of clients: end consumers - "women especially," as the woman at the head of Promart emphasises - professional specialists and companies. Promart also targets in particular end consumers with its online shop.
But Promart is still young and is still only in its eleventh year. Since being founded in 2011, the company has grown at a remarkable pace. When you ask chief executive officer Verónica del Pilar Valdez Ladron de Guevara about the most important milestones she first refers, not without pride, to the fact that Promart reached break-even of Ebitda in the fourth year of operation and break-even of net profit in the seventh year. "It surpassed competitors in the sale per square metre in year six of operation," Valdez continues. "Besides, ten years of operations later, it reached 30 per cent of market share of the big boxes."
Promart also advanced early in the "soft" factors. "In 2014, the campaign 'La hija perfecta' won Silver Lion in Cannes, which is an important festival in the world of advertising and creativity," reports the Promart boss. "Additionally, Promart has been recognised by the Great Place to Work Certification, achieving third position in 2017."
Of the 32 stores, eleven are in the capital of Lima and 21 in the provinces. But, Verónica Valdez emphasises, "in every store the goal is the same: to accompany our clients to have their dream home with an expert and friendly service, offering quality at the best prices."
The most important product groups are flooring and coatings, ironmongery, tools, and building materials. By this, they want to address mainly three types of clients: end consumers - "women especially," as the woman at the head of Promart emphasises - professional specialists and companies. Promart also targets in particular end consumers with its online shop.
Home improvement is becoming more and more important
In an interview with DIY International, Promart CEO Verónica Valdez talks about the Peruvian DIY market, the differences to the USA and Europe and about the reaction to the pandemic.
Which role does the pro business play for Promart?Verónica Valdez: The pro business is key in our strategy; it will help us…
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