Table of Contents
Overview
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- Areas covered in this Report
- DIY stores
- Market size
- Financial definitions
- Abbreviations
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- Figure 1: VAT rates around Europe, 2013-18
Executive Summary – Europe – The Market
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- The economy
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- Figure 2: Europe: growth in consumer spending at constant prices, 2008-12 and 2012-17
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- Figure 3: Europe: improvement in growth of consumer spending, 2013-17 vs 2008-13
- Mintel DIY market size
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- Figure 4: Europe: spending on DIY products, inc VAT, 2016
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- Figure 5: Europe: growth in spending on DIY products, 2012-16
- Spending on DIY products per capita
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- Figure 6: Europe: spending on DIY products per capita, 2016
- DIY specialists’ sales
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- Figure 7: Europe: sales by specialist DIY retailers, excl. VAT, 2013-17
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- Figure 8: Europe: forecast sales by specialist DIY retailers, excl. VAT, 2018-22
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- Figure 9: Europe: growth in specialist DIY retailers’ sales, 2012-17 and 2017-22
- Market drivers
- Consumer confidence
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- Figure 10: Europe: change in consumer confidence, June 2017-March 2018
- The housing market
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- Figure 11: Europe: house price rate of growth, 2015 Q2-2017 Q3
-
- Figure 12: Europe: proportion of homes owner occupied, 2016
- Figure 13: Europe: change in the proportion of owner occupiers, 2010-16
- Online
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- Figure 14: Europe: proportion buying household goods (including electricals) online in the last 12 months, 2017
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- Figure 15: Europe: buyers of DIY products, March 2018
- Online sales
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- Figure 16: Europe: estimated online sales of DIY products, by major country, 2017
- Leading online retailers
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- Figure 17: Europe: two most shopped online retailers for DIY purchases, by country, March 2018
- Leading specialists
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- Figure 18: Europe: top 20 specialist DIY retailers, sales, 2013/14-2017/18
- Figure 19: Europe: top 20 specialist DIY retailers, outlets, 2013/14-2017/18
- Figure 20: Europe: top 20 specialist DIY retailers, sales per outlet, 2013/14-2017/18
- Market shares
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- Figure 21: Europe: leading specialist DIY retailers’ sales as % all spending on DIY products, 2015-17
- What we think
Executive Summary – Europe – The Consumer
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- About the research
- Where they shop
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- Figure 22: Europe: buyers of DIY products, March 2018
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- Figure 23: Europe: proportion of DIY shoppers at specialists and non-specialists, March 2018
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- Figure 24: Europe: most used DIY specialist by country and percentage using, March 2018
- Factors influencing where they shop for DIY
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- Figure 25: Europe: main reasons for choosing a DIY store, by country, March 2018
- Attitudes to DIY
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- Figure 26: Europe: those who agree with selected attitude statements about DIY, March 2018
Executive Summary – Europe – Innovation and Launch Activity
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- Voice-activated DIY shopping
- Augmented reality app that reduces the risk of choosing the wrong product
- Store-within-a-store smart home concept
- New urban DIY concept store
- Lowe’s to connect with customers through text messaging
France
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- Overview
- What you need to know
- Areas covered in this Report
- Executive summary
- The market
- Consumer spending
-
- Figure 27: France: Mintel DIY market size, breakdown by product category, 2017
- Market drivers
- Sector size and forecast
- Channels of distribution
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- Figure 28: France: estimated channels of distribution for DIY spending, 2017
- Companies and brands
- Key metrics
- Market shares
- Online
- The consumer
- Where they shop for DIY
-
- Figure 29: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
- Factors influencing where they shop for DIY
-
- Figure 30: France: factors influencing where they shop for DIY, March 2018
- Attitudes to DIY
-
- Figure 31: France: attitudes to DIY, March 2018
- What we think
- Issues and insights
- The effects of the Bricorama/Bricomarché acquisition
- The facts
- The implications
- The potential for city-centre stores
- The facts
- The implications
- The market – What you need to know
- Economy picking up after prolonged period of subdued growth
- DIY spending resilient
- Housing market stable
- Consumer confidence looking up
- DIY retailers grew strongly in 2017
- Specialists dominate the market
- Consumer spending
- Signs of growth in the French economy
- Mintel DIY market size
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- Figure 32: France: DIY products – The Mintel market size (incl. VAT), 2013-18
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- Figure 33: France: Mintel DIY market size, breakdown by product category, 2017
- DIY-related spending categories
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- Figure 34: France: consumer spending in detail (incl. VAT), 2013-17
- Market drivers
- Housing market
- Home ownership
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- Figure 35: France: tenure types, owners vs tenants, 2008-16
- Consumer confidence
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- Figure 36: France: consumer confidence, January 2008-March 2018
- Consumer spending plans
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- Figure 37: France: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
- Sector size and forecast
- Total retail sales recovering, further growth forecast in 2017
- Specialists’ sales rebounding
-
- Figure 38: France: specialist DIY retailers’ sales, excl. VAT, 2012-17
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- Figure 39: France: specialist DIY retailers, forecast sales, excl VAT, 2017-22
- Inflation
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- Figure 40: France: consumer prices of DIY-related categories, annual % change, 2013-17
- Figure 41: France: consumer prices of DIY-related categories, annual % change, Jan 2017-March 2018
- Channels of distribution
- Big-box specialists are dominant destination
-
- Figure 42: France: estimated channels of distribution for DIY spending, 2017
- Companies and brands – What you need to know
- Adeo dominates with Leroy Merlin
- Competition driving rationalisation
- Market shift towards franchised stores
- ADEO’s share growing as others stagnate or decline
- DIY online under-developed
- Leading players
- ADEO dominates with Leroy Merlin
- Kingfisher in France
- Les Mousquetaires acquires Bricorama
- Mr Bricolage pushed into fourth place
- Move towards franchising
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- Figure 43: France: leading specialist DIY retailers, sales, 2013-17
- Figure 44: France: leading specialist DIY retailers, outlets, 2013-17
- Sales per outlet
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- Figure 45: France: leading specialist DIY retailers, sales per outlet, 2013-17
- Market shares
- ADEO’s sales account for a third of all sector turnover
- Leroy Merlin pulling ahead
-
- Figure 46: France: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
- Online
- Online activity
- Broadband penetration lower
- Technology ownership is lower
-
- Figure 47: France: ways in which the internet was accessed in the last three months, Q3 2017
- Shopping online
-
- Figure 48: France: online purchasing in the last 12 months, 2012-17
- Online sales
- Leading online players
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- Figure 49: France: retailers used to buy DIY goods online in the past 12 months, March 2018
-
- Figure 50: France: estimated sales of DIY online by leading specialist retailers, 2016/17
- Pureplayers
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- Figure 51: France: major online retailers of DIY and DIY-related categories, 2018
- The consumer – What you need to know
- High levels of engagement, more for men and homeowners
- Leroy Merlin and Castorama lead
- Half had shopped online for DIY
- Quality counts most, but price and ease of use are also important
- Digital influences consumer attitudes
- Advice and support to help customers through a project
- Where they shop for DIY
- 85% had shopped for DIY over the last year
- Big box stores lead
-
- Figure 52: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
-
- Figure 53: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, by gender, March 2018
- DIY carried out by affluent, older demographics
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- Figure 54: France: profile of those who had bought DIY goods, whether in-store or online, by retailer used, March 2018
-
- Figure 55: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, by age
- Leroy Merlin dominates in-store
-
- Figure 56: France: retailers used to buy DIY goods in-store in the past 12 months, March 2018
- Half had shopped online for DIY
-
- Figure 57: France: retailers used to buy DIY goods online in the past 12 months, March 2018
- Homeowners vs renters
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- Figure 58: France: percentage point difference in usage of DIY stores either online or in-store between homeowners and renters, March 2018
- Factors influencing where they shop for DIY
- Quality comes out on top
- Half of consumers value price and easy selection
- Staff can help guide shoppers
-
- Figure 59: France: factors influencing where they shop for DIY, March 2018
-
- Figure 60: France: profile of those ranking various factors influencing where they shop first, March 2018
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- Figure 61: France: factors influencing where they shop for DIY by retailer shopped, March 2018
- Attitudes to DIY
- Technology and online appeal most
- Advice is valued
-
- Figure 62: France: attitudes to DIY, March 2018
- Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Data sources
Germany
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- Overview
- What you need to know
- Areas covered in this Report
- Executive summary
- The market
- Consumer spending
-
- Figure 63: Germany: Mintel DIY market size, breakdown by product category, 2017
- Market drivers
-
- Figure 64: Germany: annual rate of growth in house prices, 2015 Q2-2017 Q3
- Figure 65: Germany: home ownership levels by type of household, 2010-16
- Sector size and forecast
-
- Figure 66: Germany: specialist DIY retailers’ sales relative to all spending on DIY, 2012-17
- Channels of distribution
-
- Figure 67: Germany: estimated channels of distribution for DIY spending, 2017
- Companies and brands
- Key metrics
- Market shares
-
- Figure 68: Germany: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
- Online
-
- Figure 69: Germany: retailers used to buy DIY goods in the past 12 months, online, March 2018
- The consumer
- Where they shop
-
- Figure 70: Germany: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
- Factors influencing where they shop for DIY
-
- Figure 71: Germany: factors influencing where they shop for DIY, March 2018
- Attitudes to DIY
-
- Figure 72: Germany: attitudes to DIY, March 2018
- What we think
- Issues and insights
- Outlook poor for DIY specialists
- The facts
- The implications
- Further consolidation for the specialists
- The facts
- The implications
- The market – What you need to know
- Below average growth
- Slowing housing market
- Falling levels of home ownership
- Specialists losing market share
- Specialists still dominate the sector
- Consumer spending
- Mintel DIY market size
-
- Figure 73: Germany: DIY products – The Mintel market size (incl. VAT), 2013-18
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- Figure 74: Germany: Mintel DIY market size, breakdown by product category, 2017
- DIY-related spending categories
-
- Figure 75: Germany: consumer spending in detail (incl. VAT), 2012-17
- Market drivers
- Housing market
-
- Figure 76: Germany: annual rate of growth in house prices, 2015 Q2-2017 Q3
- Home ownership
-
- Figure 77: Germany: tenure types: owners vs tenants, 2010-16
- Figure 78: Germany: home ownership levels by type of household, 2010-16
- Consumer confidence
-
- Figure 79: Germany: consumer confidence indicator, 2017-18
- Consumer spending plans
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- Figure 80: Germany: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
- Sector size and forecast
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- Figure 81: Germany: specialist DIY retailers, sales (excl. VAT), 2012-17
- Figure 82: Germany: specialist DIY retailers, forecast sales (excl. VAT), 2018-22
- The relative decline of DIY specialists
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- Figure 83: Germany: specialist DIY retailers’ sales relative to all spending on DIY, 2012-17
- Inflation
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- Figure 84: Germany: consumer prices of DIY-related categories, annual % change, 2013-17
- Figure 85: Germany: consumer prices of DIY related categories, annual % change, Oct 2016-Mar 2018
- Channels of distribution
-
- Figure 86: Germany: estimated channels of distribution for DIY spending, 2017
- Companies and brands – What you need to know
- OBI the market leader
- A fragmented market
- Online small but growing
- Leading players
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- Figure 87: Germany: leading specialist DIY retailers, sales, 2013-17
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- Figure 88: Germany: leading specialist DIY retailers, outlets, 2013-17
- Figure 89: Germany: leading specialist DIY retailers, sales per outlet, 2013-17
- Market shares
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- Figure 90: Germany: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
- Online
- Online activity
- Shopping online
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- Figure 91: Germany: online purchasing in the last 12 months, 2008-17
- Online sales
- Leading online players
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- Figure 92: Germany: retailers used to buy DIY goods in the past 12 months, online, March 2018
- Store-based specialists
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- Figure 93: Germany: leading store-based DIY specialists: online presence, 2018
- The consumer – What you need to know
- No change in the numbers buying DIY products
- DIY popular with marginally older and more affluent, reflecting home-owning demographic
- Quality of products more important than price
- DIY shoppers still go to the superstores for service
- Significant interest in using the internet for help with products
- Where they shop for DIY
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- Figure 94: Germany: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
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- Figure 95: Germany: profile of DIY buyers by retailer used, March 2018
- Factors influencing where they shop for DIY
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- Figure 96: Germany: factors influencing where they shop for DIY, March 2018
-
- Figure 97: Germany: profile of DIY buyers by top priority when choosing a store, March 2018
- Priorities by where people shop
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- Figure 98: Germany: factors influencing where they shop for DIY, by retailer used, March 2018
- Attitudes to DIY
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- Figure 99: Germany: attitudes to DIY, March 2018
- Attitudes and where people shop
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- Figure 100: Germany: those who agree with selected DIY attitude statements, by retailer used, March 2018
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Italy
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- Overview
- Areas covered in this Report
- Executive summary
- The market
- Consumer spending
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- Figure 101: Italy: DIY products – the Mintel market size (incl. VAT), 2013-18
- Market drivers
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- Figure 102: Italy: annual rate of growth in house prices, 2011-17
- Figure 103: Italy: consumers’ planned spending on housing and home, Q4 2014- Q1 2018
- Sector size and forecast
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- Figure 104: Italy: specialist DIY retailers, sales, 2012-18
- Companies and brands
- Leading players
- Market shares
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- Figure 105: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
- Online
- The consumer
- Where they shop for DIY
-
- Figure 106: Italy: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
- Factors influencing where they shop for DIY
-
- Figure 107: Italy: factors influencing where they shop for DIY*, March 2018
- Attitudes to DIY
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- Figure 108: Italy: attitudes to DIY, March 2018
- What we think
- Issues and insights
- Tackling the DIY skills gap
- The facts
- The implications
- M-commerce opportunity
- The facts
- The implications
- The market – What you need to know
- Highest GDP growth since 2010
- DIY spend continuing upward trend
- House prices slump
- DIY specialists’ sales growth is slow and unspectacular
- DIY specialists dominate
- Consumer spending
- Economic growth accelerated in 2017
- Mintel DIY market size
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- Figure 109: Italy: DIY products – the Mintel market size (including VAT), 2013-18
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- Figure 110: Italy: Mintel DIY market size, breakdown by product category, 2017
- DIY-related spending categories
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- Figure 111: Italy: consumer spending in detail (incl. VAT), 2013-17
- Market drivers
- House price slump
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- Figure 112: Italy: house prices, quarterly rate of growth, 2015 Q2 – 2017 Q3
- A nation of homeowners
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- Figure 4: Italy: tenure types, owners vs tenants, 2008-16
- Fewer homeowners with kids
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- Figure 113: Italy: home ownership levels by type of household, 2008-16
- Consumer confidence
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- Figure 114: Italy: consumer confidence, January 2008-March 2018
- Consumer spending plans
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- Figure 115: Italy: consumers’ planned spending on housing and home, Q4 2014- Q1 2018
- Sector size and forecast
- Specialists’ sales growth unspectacular
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- Figure 116: Italy: DIY specialists’ sales (excl. VAT), 2012-17
- Figure 117: Italy: DIY specialists’ sales, forecasts, excl. VAT, 2018-22
- Inflation
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- Figure 118: Italy: consumer prices of DIY-related categories, annual % change, 2013-17
- Figure 119: Italy: consumer prices of DIY-related categories, annual % change, January 2017-February 2018
- Channels of distribution
- DIY/hardware specialists dominate
- Online positioned to grab a bigger share of DIY spend
- Competition from garden centres
- Grocers and other stores
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- Figure 120: Italy: estimated channels of distribution for DIY spending, 2017
- Companies and brands – What you need to know
- ADEO consolidates its position as the leading specialist
- Bricofer, the most expansive
- Leading specialists’ share of total sector sales up in 2017
- Online gaining traction in DIY
- Leading players
- Leroy Merlin expanding new showroom concept
- Bricofer acquires domestic rival
- Brico IO restyling store network with new space dedicated to furnishings
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- Figure 121: Italy: leading specialist DIY retailers, sales, 2013-17
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- Figure 122: Italy: leading specialist DIY retailers, outlet numbers, 2013-17
- Figure 123: Italy: leading specialist DIY retailers, estimated sales per outlet, 2013-17
- Market shares
- Leading specialists’ account for less than a third of total sector sales
-
- Figure 124: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
- Online
- Online activity
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- Figure 125: Italy: retailers used to buy DIY goods in the past 12 months, online, March 2018
- Shopping online
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- Figure 126: Italy: online purchasing in the last 12 months, 2008-17
- Online sales
- Leading online players
-
- Figure 127: Italy: leading store-based DIY specialists, online presence, 2018
- The consumer – What you need to know
- Leroy Merlin is leading specialist and market leader
- Non-specialists have a larger share of the online channel
- Italians attach equal importance to quality and price
- Low prices and quality of product influence specific groups
- Italians open to online planning of DIY projects
- Augmented reality has strong appeal
- Where they shop for DIY
- Almost nine out of ten Italians bought DIY goods in the past year
- Leroy Merlin is leading specialist and market leader
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- Figure 128: Italy: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
- Non-specialists take a larger share of the online channel
-
- Figure 129: Italy: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
- Leroy Merlin has the oldest customers
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- Figure 130: Italy: profile of DIY buyers by retailer used, March 2018
- Decline in home ownership could impact Leroy Merlin and OBI
-
- Figure 131: Italy: retailers used to buy DIY goods in the past 12 months, homeowners versus renters, March 2018
- Factors influencing where they shop for DIY
- Italians attach equal importance to quality and price
-
- Figure 132: Italy: factors influencing where they shop for DIY*, March 2018
- Low prices and quality of product influence specific groups
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- Figure 133: Italy: factors influencing where they shop for DIY*, comparison of ‘Quality of the products’ and ‘low prices’, by selected demographic groups, March 2018
- Non-specialists’ appeal is price and quality, specialists’ appeal is more experiential
-
- Figure 134: Italy: factors influencing where they shop for DIY, by retailers used for DIY shopping in the last 12 months, March 2018
- Attitudes to DIY
- Italians open to online planning of DIY projects
- Augmented reality has strong appeal
- A desire for advice and support
-
- Figure 135: Italy: attitudes to DIY, March 2018
- Women most likely to be interested in augmented reality
-
- Figure 136: Italy: attitudes to DIY, by gender, March 2018
- Amazon customers keenest on online planning and augmented reality tools
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- Figure 137: Italy: attitudes to DIY, by retailers used for DIY shopping in the last 12 months, March 2018
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Spain
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- Overview
- What you need to know
- Areas covered in this Report
- Executive summary
- The market
- Consumer spending
-
- Figure 138: Spain: spending on DIY products, 2012-18
- Market drivers
-
- Figure 139: Spain: house prices, 2006-17
- Consumer spending plans
-
- Figure 140: Spain: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
- Sector size and forecast
- Channels of distribution
-
- Figure 141: Spain: estimated channels of distribution for DIY spending, 2017
- Companies and brands
- Leading players
- Market shares
-
- Figure 142: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
- Online
- The consumer
- Where they shop for DIY
-
- Figure 143: Spain: retailers used for DIY shopping (in the last 12 months, whether in-store or online, March 2018
- Factors influencing where they shop for DIY
-
- Figure 144: Spain: factors influencing where they shop for DIY, March 2018
- Attitudes to DIY
-
- Figure 145: Spain: attitudes to DIY, March 2018
- What we think
- Issues and insights
- Spain’s DIY market has potential
- The facts
- The implications
- The time is ripe for rationalisation
- The facts
- The implications
- The market – What you need to know
- Spending on DIY growing
- Housing market starting its recovery
- Increasing spending plans
- DIY sector performing well
- DIY specialists dominate
- Consumer spending
- Mintel DIY market size
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- Figure 146: Spain: DIY products – The Mintel market size (incl. VAT), 2013-18
-
- Figure 147: Germany: Mintel DIY market size: breakdown by product category, 2017
- DIY-related spending categories
-
- Figure 148: Spain: consumer spending in detail (incl. VAT), 2012-17
- Market drivers
- Housing market
-
- Figure 149: Spain: house prices, annual rate of growth, 2015 Q2-2017 Q3
- Home ownership
-
- Figure 150: Spain: tenure types, owners vs tenants, 2008-16
- Figure 151: Spain: home ownership levels by type of household, 2008-16
- Consumer confidence
-
- Figure 152: Spain: consumer confidence indicator, 2017-18
- Consumer spending plans
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- Figure 153: Spain: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
- Sector size and forecast
-
- Figure 154: Spain: specialist DIY retailers, sales (excl. VAT), 2012-17
- Figure 155: Spain: specialist DIY retailers, forecast sales (excl. VAT), 2018-22
- Inflation
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- Figure 156: Spain: consumer prices of DIY-related categories, annual % change, 2013-17
- Figure 157: Spain: consumer prices of DIY-related categories, annual % change, Jan 2017-Mar 2018
- Channels of distribution
-
- Figure 158: Spain: estimated channels of distribution for DIY spending, 2017
- Companies and brands – What you need to know
- Fragmented market
- Signs of distress
- ADEO in the lead
- Online small in Spain
- Leading players
- ADEO in the lead
- Other significant players
-
- Figure 159: Spain: leading specialist DIY retailers, sales, 2013/14-2017/18
-
- Figure 160: Spain: leading specialist DIY retailers, outlets, 2013/14-2017/18
- Figure 161: Spain: leading specialist DIY retailers, sales per outlet, 2013/14-2017/18
- Market shares
- Trade sales
- Still a very fragmented sector
-
- Figure 162: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013/14-2017/18
- Online
- Online activity
- Shopping online
-
- Figure 163: Spain: online purchasing in the last 12 months, 2008-17
- Online sales
- Leading online players
-
- Figure 164: Spain: retailers used to buy DIY goods in the past 12 months, online, March 2018
-
- Figure 165: Spain: leading players online activities, 2018
- The consumer – What you need to know
- Leroy Merlin the most used DIY retailer in the past year
- Biggest threat to Leroy Merlin comes from non-specialists
- Spaniards place most importance on product quality…
- …but price is still a major factor too
- Increased internet access offers opportunities
- Gender imbalance needs addressing
- Where they shop for DIY
- More than eight out of ten Spaniards bought DIY goods in the past year
- Specialist, LM leads but challenged by hypermarkets and Amazon
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- Figure 166: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
- Amazon is leading online outlet for DIY goods
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- Figure 167: Spain: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
- Hypermarkets and Amazon customers closest in profile to Leroy Merlin
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- Figure 168: Spain: profile of DIY buyers by retailer used, March 2018
- Renters more likely to buy from hypermarkets than Leroy Merlin
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- Figure 169: Spain: retailers used to buy DIY goods in the past 12 months, homeowners versus renters, March 2018
- Factors influencing where they shop for DIY
- Spaniards place most importance on product quality
-
- Figure 170: Spain: factors influencing where they shop for DIY, March 2018
- Younger buyers are the most demanding
-
- Figure 171: Spain: factors influencing where they shop for DIY, by age group, March 2018
- Important factors by retailer used
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- Figure 172: Spain: factors influencing where they shop for DIY, by retailers used for DIY shopping in the last 12 months, March 2018
- Attitudes to DIY
- Increased internet access opens up opportunities
-
- Figure 173: Spain: attitudes to DIY, March 2018
- Gender divide?
-
- Figure 174: Spain: attitudes to DIY, by gender, March 2018
- Strong interest in value-added services among DIY specialist shoppers
-
- Figure 175: Spain: attitudes to DIY, by retailers used for DIY shopping in the last 12 months, March 2018
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
UK
-
- Overview
- What you need to know
- Products covered in this report
- Executive summary
- The market
- Specialists sales fall 1.9%
-
- Figure 176: Total DIY/hardware specialist sector size (including VAT), 2012-22
- Declining sales through the big-box retailers accelerates
- Consumer spending on DIY categories increases
-
- Figure 177: Consumer spending on DIY products, annual percentage change, 2012-17
- Fewer people are moving
-
- Figure 178: housing transactions completed in the UK valued at £40,000 or above, percentage change over 12 months, 2009-2017
- DIY specialists account for two thirds of spending
-
- Figure 179: DIY products*, estimated channels of distribution, 2017
- Online sales hit £1.6 billion in 2017
-
- Figure 180: Online market for DIY products, 2013-17
- Companies and brands
- Travis Perkins overtakes Bunnings/Homebase
- Non-specialists continue to make up ground
- Kingfisher accounts for just under a quarter of all spending on DIY
-
- Figure 181: Leading retailers, estimated share of all DIY spending, 2017
- Kingfisher brands stand out from the rest
-
- Figure 182: Key metrics for selected retailers, April 2018
- Advertising spend falls 4.3% in 2017
-
- Figure 183: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2014-17
- B&Q targets digital engagement
- The consumer
- 74% undertook a home improvement project in the past year
-
- Figure 184: Project undertaken in the last 12 months, March 2018
- Women improve while men maintain
-
- Figure 185: Reasons for undertaking DIY/home improvement projects in the past year, March 2018
- A quarter are already planning their next DIY project
-
- Figure 186: DIY/home improvement plans for the next 12 months, March 2018
- Half have shopped at B&Q in the past year
-
- Figure 187: Where they shopped for DIY products in the past year, March 2018
- Satisfied with range, but less so with service
-
- Figure 188: Key drivers of overall satisfaction with DIY retailers, March 2018
- 43% of shoppers visited a store to view/try products
-
- Figure 189: How they shopped for DIY/home improvement products in the last 12 months, March 2018
- What we think
- Issues and insights
- What now for Homebase?
- The facts
- The implications
- Specialists battling an increasingly fragmented market
- The facts
- The implications
- Is there a future for the big-box store?
- The facts
- The implications
- The market – What you need to know
- Housing transactions fell in 2017
- Specialists’ sales fall 1.9%
- Declining sales through the big-box retailers accelerates
- Consumer spending on DIY categories increases
- DIY specialists account for two thirds of spending
- Online sales hit £1.6 billion in 2017
- Market drivers
- Housing market slows in 2017 …
-
- Figure 190: Number of residential housing transactions completed in the UK valued at £40,000 or above, 2006-17
- … and the slowdown continues into 2018
-
- Figure 191: residential housing transactions completed in the UK valued at £40,000 or above, annual percentage change in seasonally adjusted figures, April 2017-March 2018
- Consumers feel the squeeze during 2017
-
- Figure 192: Consumer confidence tracker, January 2015-February 2018
- Earnings growth exceeds inflation once again
-
- Figure 193: Average weekly earnings versus inflation, March 2014-March 2018
- Steady rise in private rented households
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- Figure 194: Housing tenure, 2008/09–2016/17
- Plans to spend on the home increase, but activity remains the same
-
- Figure 195: Consumers that have spent money on their home (e.g. decorating) in the last three months, and/or plan to do so in the next three months, January 2016-February 2018
- Specialists’ sector size and forecast
- Specialists’ sales fall 1.9%
- Repositioning of Homebase shifts sales to non-specialists
-
- Figure 196: Total DIY/hardware specialist sector size (including VAT), 2012-22
- Figure 197: Total DIY/hardware specialist sector size (including VAT), at current and constant prices, 2012-22
- Forecast methodology
- Market segmentation
- Sheds/big box decline accelerates
- Temporary recovery forecast for 2019
-
- Figure 198: Shed/big-box specialists’ sector size (including VAT), 2012-22
- Figure 199: Shed/big-box specialists’ sector size (including VAT), at current and constant prices, 2012-22
- Other DIY/hardware specialists continue to outperform the sheds
-
- Figure 200: Other DIY/hardware stores segment (including VAT), 2012-22
- Figure 201: Other DIY/hardware stores segment (including VAT), 2012-22
- Consumer spending on DIY products
- Consumer spending jumps 12% in 2017
-
- Figure 202: Consumer spending on DIY products, 2012-17
- Consumer spending by product category
-
- Figure 203: Consumer spending on DIY products, category breakdown, 2015-17
- Mintel’s consumer spending market size
- Channels of distribution
-
- Figure 204: DIY products*, estimated channels of distribution, 2017
- Online
-
- Figure 205: Estimated online DIY market size (ex-VAT), 2013-17
-
- Figure 206: Estimated online DIY market size (ex-VAT), 2013-17
- Non-specialists dominate the online sector
-
- Figure 207: Estimated share of DIY sales, by specialists and non-specialist DIY retailers, 2015-17
-
- Figure 208: Estimated share of DIY sales online, by operation 2017
- Figure 209: Estimated share of DIY sales online, by operation, 2015-17
- B&Q’s online sales are growing quickly
-
- Figure 210: Estimated online sales by leading retailers, 2015-17
- Key players – What you need to know
- Travis Perkins overtakes Bunnings/Homebase
- Non-specialists continue to make up ground
- Kingfisher accounts for just under a quarter of all spending on DIY
- Kingfisher brands stand out from the rest
- Advertising spend falls 4.3% in 2017
- B&Q targets digital engagement
- Bunnings conversion sees a move to the heavy end
- Almost half of Wickes’ sales come from heavy-end or DIY categories
- Leading specialist retailers
- Superstore sheds remain dominant despite challenges
- Specialist sales dip as further consolidation bites
-
- Figure 211: Leading DIY specialists, sales, 2014/15-2017/18
-
- Figure 212: Leading DIY specialists, outlets, 2014/15-2017/18
- Figure 213: Leading DIY specialists, sales per outlet, 2014/15-2017/18
- Leading non-specialist retailers
- Argos and Sainsbury’s: the dominant DIY non-specialist
- Amazon the fastest growing non-specialist
- Discounters continue to grow their influence on the sector
-
- Figure 214: Leading non-specialists, estimated DIY sales (excluding VAT), 2014-17
- Market shares
-
- Figure 215: Leading retailers’ estimated trade share of sales, 2015-17
- Kingfisher takes the lion’s share of specialist sales
-
- Figure 216: Leading DIY retailers, estimated share of all specialists’ sales, 2017
- Figure 217: Leading DIY retailers, share of all specialists’ sales, 2015-17
- Amazon and the discounters make gains
-
- Figure 218: Leading retailers, estimated share of all DIY spending, 2017
-
- Figure 219: Leading retailers, share of all DIY spending, 2015-17
- Brand research
- Retailer map
-
- Figure 220: Attitudes towards and usage of selected retailers, April 2018
- Key retailer metrics
-
- Figure 221: Key metrics for selected retailers, April 2018
- Retailer attitudes: B&Q leads on trust and value for money
-
- Figure 222: Attitudes, by retailer, April 2018
- Retailer personality: Wickes risks being perceived as boring
-
- Figure 223: Retailer personality – Macro image, April 2018
- Screwfix is responsive and reliable
-
- Figure 224: Retailer personality – Micro image, April 2018
- Retailer analysis
- Screwfix comes highly recommended
-
- Figure 225: User profile of Screwfix, April 2018
- B&Q still the most used and most trusted brand
-
- Figure 226: User profile of B&Q, April 2018
- Bunnings Warehouse: making an impression
-
- Figure 227: User profile of Bunnings Warehouse, April 2018
- Homebase loses female shoppers
-
- Figure 228: User profile of Homebase, April 2018
- Wickes offers simple good value
-
- Figure 229: User profile of Wickes, April 2018
- Advertising and marketing activity
- Total DIY retail advertising spend down 4.3% year-on-year in 2017
-
- Figure 230: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2014-17
- B&Q is the biggest DIY retail advertising spender
-
- Figure 231: Leading UK DIY retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-17
- B&Q and Homebase increase their share of total sector spend in 2016
-
- Figure 232: Big three DIY retailers’ share of recorded above-the-line, online display and direct mail total advertising expenditure, 2016 and 2017
- TV attracts the lion’s share of advertising spend
-
- Figure 233: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, by media type, 2014-17
- What we’ve seen in 2018
- B&Q spring ‘price drop’ campaign
- Homebase half-term refresh ideas and kitchens campaign
- Wickes reintroduces its ‘Buy now, do it later’ campaign
- Innovation and launch activity
- B&Q beefing up digital engagement
- Houzz launches home products marketplace in the UK
- Screwfix Instagram Shopping service
- Non-specialist positioning itself as a one-stop shop for home improvement projects
- Bunnings’ new, smaller format store
-
- Figure 234: Bunnings, Bicester, December 2017
- A new, quick and convenient way to sell DIY tools
- Wickes opens smallest store to date
- Space allocation summary
- Space allocation overview
-
- Figure 235: DIY retailers: in-store/outdoor space allocation estimates, April 2018
- Detailed space allocation estimates
-
- Figure 236: DIY retailers: detailed in-store/outdoor space allocation estimates, April 2018
- Retail product mix
-
- Figure 237: Leading DIY retailers’ estimated sales as a percentage, by product, 2017
- Figure 238: Leading DIY retailers’ estimated sales as a percentage, by product, 2017
-
- Figure 239: Leading DIY retailers’ estimated sales, by product, 2017
- The consumer – What you need to know
- 74% undertook a home improvement project in the past year
- Women improve while men maintain
- A quarter are already planning their next DIY project
- Half have shopped at B&Q in the past year
- Satisfied with range, but less so with service
- 43% of shoppers visited a store to view/try products
- Home improvement projects undertaken
- 74% of households have done home improvement in the past year
-
- Figure 240: Project undertaken in the last 12 months, March 2018
- Scots are most likely to undertake a project
-
- Figure 241: Any DIY/home improvement project undertaken in the past 12 months, by region, March 2018
- Who did the work?
- 54% of women undertook work themselves
-
- Figure 242: Who carried out home improvement projects undertaken in the last 12 months, March 2018
- Those living in Yorkshire and Humberside are most likely to do DIY
-
- Figure 243: Home improvement projects carried out by someone in the household or a friend, March 2018
- Reasons for undertaking projects
- Improve the look or general maintenance
-
- Figure 244: Reasons for undertaking DIY/home improvement projects in the past year, March 2018
- Women are more proactive when it comes to DIY projects
-
- Figure 245: Reasons for carrying out home improvement projects, by gender, March 2018
- Londoners are more reactive when it comes to home improvement
-
- Figure 246: Reasons for carrying out a home improvement project, those living in London compared to the average, March 2018
- Plans for next year
- 60% expect to do DIY/home improvement
-
- Figure 247: DIY/home improvement plans for the next 12 months, March 2018
- Women are more likely to be planning DIY projects
-
- Figure 248: DIY/home improvement plans for the next 12 months, by age and gender, March 2018
- Scots are most likely to have DIY plans
-
- Figure 249: DIY/home improvement plans for the next 12 months, by region, March 2018
- Where they shopped
- Half have shopped from B&Q in the past year
- Homebase still second in terms of popularity
- Amazon the second-most popular online
- Bunnings edges into the rankings
-
- Figure 250: Where they shopped for DIY products in the past year, in-store or online, March 2018
- Online shoppers are younger and wealthier than in-store shoppers
-
- Figure 251: Where they shopped for DIY products in the past 12 months, by age and socio-economic group, March 2018
- Multi-channel shopping is growing in importance
-
- Figure 252: How they shopped for DIY products in the past 12 months, March 2016-March 2018
- Satisfaction with DIY retailers
- DIY shoppers are satisfied with products …
- ... but less so with service
-
- Figure 253: Satisfaction with features of DIY retailers, March 2018
- Wilko and Amazon customers are most satisfied with price
- B&Q customers are most satisfied with the range on offer
- Homebase falling behind when it comes to stock availability
- Amazon wins for speed of checkout
-
- Figure 254: Satisfaction with specific factors at the retailer they spent the most at in the past year, by where they spent the most in the past year, March 2018
- Amazon shoppers are most satisfied
- But it’s a different story for Homebase/Bunnings
-
- Figure 255: Proportion of those who spent the most with each retailer in the past year saying they were ‘very satisfied’ with the overall experience, March 2018
- Key driver analysis
- Product range needs to be promoted
-
- Figure 256: Key drivers of overall satisfaction with DIY retailers, March 2018
-
- Figure 257: Overall satisfaction with DIY retailers- key driver output, March 2018
- How they shop
- Multichannel shopping is becoming the norm
- Online is the preferred source of advice and inspiration
-
- Figure 258: How they shopped for DIY/home improvement products in the last 12 months, March 2018
- Stores are struggling to appeal to younger shoppers
-
- Figure 259: How they shopped for DIY/home improvement products in the last 12 months, March 2018
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Consumer research methodology
- Appendix – Market size and forecast
- Forecast methodology
- Appendix – Key driver analysis
- Methodology
- Interpretation of results
-
- Figure 260: Overall satisfaction with DIY retailers - key driver output, March 2018
-
- Figure 261: Satisfaction with DIY retailers, March 2018
ADEO
-
- What we think
- Leroy Merlin outpacing all competitors
-
- Figure 262: Leroy Merlin France: customer profile, March 2018
- Management changes signal change in strategy
- Aki and Leroy Merlin to merge in Spain and Portugal
- Enki
- Company background
- Company performance
-
- Figure 263: ADEO: group sales performance, 2013-17
-
- Figure 264: ADEO: outlet data, 2013-17
- Retail offering
- Leroy Merlin
- Other fascia
Bauhaus
-
- What we think
- Germany still at the heart of the business
- Online growth set to drive shift in store formats
- First compact store to open in Sweden in 2018
- What next?
- Company background
- Company performance
-
- Figure 265: Bauhaus: group sales performance, 2013-17
- Figure 266: Bauhaus: outlet data, 2013-17
- Retail offering
Bricomarché/Brico Cash/Bricorama
-
- What we think
- Bricorama acquisition strengthens position in French DIY retail market
- Planned e-commerce launch to enable Polish consumers to shop seven days a week
- Accelerated store growth boosts sales in Poland
- Development of proximity store format in southern Portugal localities
- Company background
- Company performance
-
- Figure 267: Bricomarché/Brico Cash: estimated sales performance, 2013-17
-
- Figure 268: Bricomarché/Brico Cash: estimated outlet data, 2013/17
- Retail offering
Bunnings (Homebase)
-
- What we think
- Abandoning the soft end of the DIY market
- Are there any signs of improvement?
- Throwing in the towel
- Company background
- Company performance
-
- Figure 269: Bunnings UK & Ireland: group financial performance, 2012/13-2016/17
-
- Figure 270: Bunnings UK & Ireland: outlet data, 2012/13-2016/17
- Retail offering
Hagebau Retail
-
- What we think
- Local store format sales growth outperforming total division
- Expanded solutions service for customers’ projects
- New concept areas highlight product category competence
- Mobile shopping app downloaded by more than 90,000 iPhone and Android users
- Company background
- Company performance
-
- Figure 271: Hagebau Retail: group sales performance, 2013-17
- Figure 272: Hagebau Retail: outlet data, 2013-17
- Retail offering
Hornbach Baumarkt
-
- What we think
- Expanded e-commerce presence making the brand more accessible
- Seamless services proposition planned
- Compact store concept setback
- Company background
- Company performance
-
- Figure 273: Hornbach Baumarkt: group financial performance, 2013/14-2017/18
-
- Figure 274: Hornbach-Baumarkt: outlet data, 2013/14-2017/18
- Retail offering
Kingfisher Group
-
- What we think
- Still early days
- ONE Kingfisher driven by unifying product ranges
- Digital overhaul helps boost e-commerce
- Operational efficiencies have their part to play too
- Increased urbanisation presents challenges
- A new format?
- What next?
- Company background
- Company performance
-
- Figure 275: Kingfisher Group: group financial performance, 2013/14-2017/18
-
- Figure 276: Kingfisher Group: outlet data, 2013/14-2017/18
- Retail offering
Mr. Bricolage Group
-
- What we think
- Finding its niche for the future
- Town centre concept may be a good strategy
- Online
- Company background
- Company performance
-
- Figure 277: Mr. Bricolage Group: sales at retail*, 2013-17
-
- Figure 278: Mr. Bricolage Group: outlet data, 2013-17
- Retail offering
- Product mix
-
- Figure 279: Mr Bricolage: product sales mix, 2017
OBI
-
- What we think
- New strategy to combat increased competition from online pureplayers
- New product categories
- Product offering specifically tailored to local market needs
- Company background
- Company performance
-
- Figure 280: OBI: group sales performance, 2013-17
- Figure 281: OBI: outlet data, 2013-17
- Retail offering
toom Baumarkt/B1 Discount/Gartenliebe
-
- What we think
- Access to professional 3D printing for customised home designs and replacement parts
- New crafts co-ordinator service for consumers lacking DIY skills
- Company background
- Company performance
-
- Figure 282: toom Baumarkt/B1 Discount/Gartenliebe: group sales performance, 2013-17
- Figure 283: toom Baumarkt/B1 Discount/Gartenliebe: outlet data, 2013-17
- Retail offering
Travis Perkins Retail
-
- What we think
- Wickes bolstering price competitiveness credentials with new loyalty scheme
- Kick-starting kitchen and bathroom sales following slump in second half of 2017
- Extended fulfilment options helping drive Toolstation sales growth
- Enhanced digital customer experience
- Toolstation to double number of branches in the Netherlands in 2018
- Company background
- Company performance
-
- Figure 284: Travis Perkins Retail: group financial performance, 2013-17
-
- Figure 285: Travis Perkins Retail: outlet data, 2013-17
- Retail offering
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