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The first half year, it was night, the second half year, it was day: that's how Verónica Valdez, CEO of the Peruvian DIY store chain Promart, described the year 2020. She was interviewed by the Edra/Ghin general secretary John Herbert in the "Meet the CEO" series on the Global DIY-Network platform.
The former chief finance officer of the Intercorp Retail Group, to which Promart belongs, took up her new position in May 2020 - 15 days before lockdown and the closure of all 32 stores. They have been open again since October, which led to double-digit growth rates in the remaining months of the year. Seen over the entire year however, sales lay below those of the previous year.
For the future, Verónica Valdez sees many opportunities for growth, in particular because the DIY store chains in the country have only a 6 per cent share of the overall market; because the so-called informal markets play a major role in Peru.
For one thing, Promart wants to achieve growth in future through expansion with new stores, in particular also in the regions outside the capital of Lima. Six new openings are currently being planned nationwide. In Lima, two new openings are planned in the next two years. The retail space of Promart locations amounts on average to 6 000 m².
In addition, Valdez and her team are working on a massive expansion of the online business. She wants to achieve 10 per cent of overall sales in three years through this.
Verónica Valdez is the first woman with whom John Herbert has held one of his CEO interviews on the Internet, as he remarked right at the start. Only two Edra/Ghin member companies have a woman at the top; the second female DIY store boss is Andrea Scown at Mitre 10 New Zealand.
An extensive report about Promart and an interview with Verónica Valdez has just recently been brought out by the trade journal DIY International. The editorial team has also already spoken to Andrea Scown; the interview with her will appear in the next edition of DIY International.
The former chief finance officer of the Intercorp Retail Group, to which Promart belongs, took up her new position in May 2020 - 15 days before lockdown and the closure of all 32 stores. They have been open again since October, which led to double-digit growth rates in the remaining months of the year. Seen over the entire year however, sales lay below those of the previous year.
For the future, Verónica Valdez sees many opportunities for growth, in particular because the DIY store chains in the country have only a 6 per cent share of the overall market; because the so-called informal markets play a major role in Peru.
For one thing, Promart wants to achieve growth in future through expansion with new stores, in particular also in the regions outside the capital of Lima. Six new openings are currently being planned nationwide. In Lima, two new openings are planned in the next two years. The retail space of Promart locations amounts on average to 6 000 m².
In addition, Valdez and her team are working on a massive expansion of the online business. She wants to achieve 10 per cent of overall sales in three years through this.
Verónica Valdez is the first woman with whom John Herbert has held one of his CEO interviews on the Internet, as he remarked right at the start. Only two Edra/Ghin member companies have a woman at the top; the second female DIY store boss is Andrea Scown at Mitre 10 New Zealand.
An extensive report about Promart and an interview with Verónica Valdez has just recently been brought out by the trade journal DIY International. The editorial team has also already spoken to Andrea Scown; the interview with her will appear in the next edition of DIY International.
