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Mr. Bricolage is planning more than 20 new stores for its main sales channel alone. International expansion is also on the agenda, and Catena is to have a new campaign
Mr. Bricolage, the French franchise and cooperative group, intends to expand the retail area of its main sales channel in France by more than 70 000 m². Which would make an increase of 6.8 per cent. Plans to achieve this include more than 20 new openings. Extensions or relocations are due for around 30 outlets. Ranges are to be condensed in 70 more stores. The new “Au coeur de la maison” concept is going to be introduced by 20 Mr. Bricolage stores this year, and by a further 30 in 2005.
Within the international framework, the group intends to concentrate expansion on eastern Europe and the Mediterranean area. This process involves partnerships with local operators and minority participations. Currently 31 of the overall total of 410 sales outlets are situated outside France. Their gross sales amounted to € 88 mio in 2003. A new addition is the third store in Bulgaria, which has been established in the capital, Sofia. What is more, four Superbois stores have joined the group in Belgium, where there are now 22 Mr. Bricolage outlets. On the agenda for 2004 are two openings, one in Casablanca, Morocco (4 000 m²) and the other in Varna, Bulgaria (3 650 m²), as well as the extension of the first store in Sofia by another 1 000 m².
Catena, the neighbourhood supplier
For the group’s second sales channel, operating under the Catena and Super-Catena banners, head office has announced a national advertising campaign. “Quand vous bricolez, on est à côté”(“We’re right behind you and your DIY projects”) is the slogan chosen to emphasise the lines’ emphatic orientation towards neighbourhood supplier status. New openings and store relocations are designed to grow the floorspace by 12 000 m². Head office is also planning to increase gross sales by seven per cent to € 157 mio.
Within the international framework, the group intends to concentrate expansion on eastern Europe and the Mediterranean area. This process involves partnerships with local operators and minority participations. Currently 31 of the overall total of 410 sales outlets are situated outside France. Their gross sales amounted to € 88 mio in 2003. A new addition is the third store in Bulgaria, which has been established in the capital, Sofia. What is more, four Superbois stores have joined the group in Belgium, where there are now 22 Mr. Bricolage outlets. On the agenda for 2004 are two openings, one in Casablanca, Morocco (4 000 m²) and the other in Varna, Bulgaria (3 650 m²), as well as the extension of the first store in Sofia by another 1 000 m².
Catena, the neighbourhood supplier
For the group’s second sales channel, operating under the Catena and Super-Catena banners, head office has announced a national advertising campaign. “Quand vous bricolez, on est à côté”(“We’re right behind you and your DIY projects”) is the slogan chosen to emphasise the lines’ emphatic orientation towards neighbourhood supplier status. New openings and store relocations are designed to grow the floorspace by 12 000 m². Head office is also planning to increase gross sales by seven per cent to € 157 mio.
