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DIY Retailing - Italy - January 2008

MARKET IN BRIEF
The future
Market size and performance
Market leaders
Consumer research
REPORT SCOPE
 TECHNICAL NOTES
Financial definitions
Currencies
Country codes
Figure 1: Country codes
VAT
Figure 2: Europe: Standard VAT rates, 2006/07
BROADER MARKET ENVIRONMENT
Positive factors
Negative factors
Population
Figure 3: Italy: Population trends, 2002-06
Figure 4: Italy: Population by age, 2007
Economy
GDP
Figure 5: Italy: GDP, 1996-2006
Consumer spending
Figure 6: Italy: Consumer spending, 1996-2006
Inflation
Figure 7: Italy: Consumer price inflation, 1999-2006
Figure 8: Italy: Consumer price inflation on DIY products, 1996-2006
The Italian housing market
Figure 9: Italy: Ownership rates of houses, 1980-2002
Figure 10: Italy: Percentage change in average house price growth, 1991-2006
Figure 11: Italy: Proportion of households by number of members, 1998-2003
THE MARKET IN CONTEXT
Figure 12: Italy: Consumer expenditure on DIY, 2002-06
Figure 13: Italy: Estimated DIY market size, 2002-06
 CHANNELS OF DISTRIBUTION
SECTOR SIZE AND FORECAST
Future
Past
Figure 14: Italy: Retail sales 2002-12
Figure 15: Italy: DIY retail as a share of all retail, 2002-12
Recent trends in Italian DIY retail
Enterprise and outlet data
Figure 16: Italy: Hardware, paint and glass enterprise numbers, 2001-05
THE CONSUMER
 WHERE THEY SHOP – TREND DATA
Leroy Merlin a popular destination
Figure 17: Italy: DIY stores visited in the last 12 months, July 2007
Market positioning
Figure 18: Italy: Market positioning of major DIY retailers by age and affluence, July 2007
Detailed view of Consumer Demographics
Figure 19: Italy: Store used for DIY shop, by gender, age, marital status, presence of children, size of household, employment status and income, July 2007
RETAIL COMPETITOR ANALYSIS
Foreign players dominant
Collaboration for success
But domestic entities are growing
How much longer for the smaller players?
Leading players
Figure 20: Italy: Leading players in the DIY sector, 2006/07
Evaluation
Figure 21: Italy: DIY retailers, evaluation, 2006/07
Market shares
Figure 22: Italy: Market share of leading players, 2006/07
BRICO IO
Figure 23: Brico IO: Share of all DIY retailers’ sales in Italy, 2002-06
Background
Financial performance
Figure 24: Brico IO: Sales performance, 2002-06
Store portfolio
Figure 25: Brico IO: Outlet data, 2003-06
Retail offering
Products
BRICOFER
Background
Financial performance
Figure 26: Bricofer: Sales performance, 1998-06
Store portfolio
Figure 27: Bricofer: Outlet data, 2003-06
Retail offering
Products
Loyalty card
GROUPE ADEO
Figure 28: Groupe Adeo: Sales as share of DIY retailers’ sales in Europe, 2002-06
Figure 29: Groupe Adeo (France): Sales as share of DIY retailers’ sales in France, 2002-06
Strategic evaluation
Background
Financial performance
Figure 30: Groupe Adeo: Group sales performance, 2002-06
Figure 31: Groupe Adeo: Estimated European sales performance, 2006
Store portfolio
Figure 32: Groupe Adeo: Outlet data, 2002-06
Figure 33: Groupe Adeo: European outlets, 2006
Retail offering
Market positioning
Product offer
Pricing
Loyalty card
e-commerce
KINGFISHER GROUP
Figure 34: Kingfisher Group: Sales as share of DIY retailers’ sales in Europe, 2002-06
Figure 35: Kingfisher Group: Sales as share of DIY retailers’ sales in the UK, 2002-06
Figure 36: Kingfisher Group: Sales as share of all DIY retailers’ sales in France, 2002-06
Strategic evaluation
Background
Financial performance
Figure 37: Kingfisher Group: Group financial performance, 2002-06
Figure 38: Kingfisher Group: Sales by geographical region, 2006
Store portfolio
Figure 39: Kingfisher Group: Outlet data, 2002-06
Retail offering
Product offer
Pricing
Advertising and marketing
e-commerce and home shopping
OBI
Figure 40: OBI: Sales as share of DIY retailers’ sales in Europe, 2002-06
Strategic evaluation
Background
Financial performance
Figure 41: OBI: Group financial performance, 2002-06
Figure 42: OBI (Germany): Sales as share of DIY in Germany, 2002-06
Figure 43: OBI (Austria): Sales as share of DIY in Austria, 2002-06
Figure 44: OBI (Italy): Sales as share of DIY in Italy, 2002-06
Figure 45: OBI (Switzerland): Sales as share of DIY in Switzerland, 2002-06
Store portfolio
Figure 46: OBI: Outlet data, 2002-06
Retail offering
Figure 47: OBI: Own brands, 2006
Product offer
Pricing
Departmentalisation
Structure
Systems and services
Advertising and marketing
e-commerce and home shopping
PUNTO BRICO
Figure 48: Punto Brico: Share of all DIY retailers’ sales in Italy, 2002-06
Background
Financial performance
Figure 49: Punto Brico: Sales performance, 2002-06
Store portfolio
Figure 50: Punto Brico: Outlet data, 2004-06
Retail offering
Products
Loyalty card

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