Brico Depôt announces a new brand positioning for its 34 stores in Romania

Brico Depôt Romania, part of Kingfisher plc, finalized the transformation of the 19 Praktiker stores in Brico Depôt and announces a new brand positioning, more closer to customers. „It’s good to be home” is the new company’s slogan. One more Praktiker store to transform. The online store will be up soon.

Brico DepôtThe new Brico Depôt store network from Romania now has 34 stores in 25 cities across the country. The store located in the Militari Shopping Center, in Bucharest, still works under the Praktiker banner but it will be rebranded soon.

The online store will also be available soon. „At this point, we’re working hard in the digital area, as well. The online platform will be significantly improved. We will communicate a lot more when we approach the completion of all the online store processes, „said Adela Smeu, CEO of Brico Depôt Romania.

A different kind of rebranding

Praktiker’s transformation actions in Brico Depôt have been designed taking into account how customers plan for their renovation and fitting out projects, the surfaces and budgets they have, and the tools they need.

Customers will benefit now from an improved purchasing experience, tailored to their expectations and requirements and they will be able to find products on the shelf much easier and faster:

<> new and innovative product game
<> product categories organized in a more logical way, easy to find and connected to each other
<> brighter stores
<> wider alleys
<> enhanced POS area
<> new inspirational spaces, such as bathroom showrooms, replicated on different surfaces, where customers can actually test and see how their bathroom will look.

At this point, Brico Depôt Romania means:

<> 34 stores
<> 25 cities
<> 2,500 employees
<> 250,000 total sales area
<> 30,000 clients / day (average)

Brico Dépôt Romania, on profit but Kingfisher is on losing in Romania because of the acquisition of Praktiker Romania from November 2017.

In Romania, Kingfisher sales increased by 63.4% (+0.2% LFL) in FY18/19, to £ 210m, driven by the acquisition of Praktiker Romania and made a retail loss of £15 million (2017/18: £3 million reported retail profit) reflecting a year of transition following acquisition of Praktiker Romania and significant range change. Brico Depôt Romania continue to make a retail profit.

This article is part of the CEE DIY retail category from B2B publication and bring together news, in english, from Central and East Europe related with DIY and home improvement retail.

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