Briko Dépôt makeover

Shortly before Vendex KBB (Praxis) took over the DIY business of the Belgian GIB Group with its Brico and Briko Dépôt formats, it was announced that Briko Dépôt had put the finishing touches to its new concept. This concept was put into practice for the first time at Fontaine L’Evêque, near Charleroi.
The Briko Dépôt in Fontaine L’Evêque, Belgium.
The two directors of the company, which most recently achieved a turnover of 22,8 mio euro, explain the prevailing motives for making the change and what the new concept really looks like. Guy Marc Beaude has been with Briko Dépôt since 1995 and chief executive since 2001; he is supported by Jordi Juanos, who has responsibility for buying and marketing.
G.M. Beaude: “We have attempted to crystallise out the strengths and weaknesses of our company. And we have concentrated on what are at present the main relevant tendencies in the international DIY markets. We shopped around in Germany, France, Britain and the United States and noted everywhere that depots are the up-and-coming format. The question was: Which marketing formats will still exist in 10 or 15 years’ time?
With Briko Dépôt we are positioned in the professional customer segment, and we know that the décor sector is increasingly gaining in significance. You only need to look at how Lowe’s is developing as one example.
Where our orientation in terms of pricing is concerned, we are going to concentrate strongly on the lower price segment to start with, then play our price/quality trump cards subsequently. At the same time we intend to do more and more in the educational field (rather like B&Q, Home Depot and Hornbach) and aim to communicate to a wider audience.
Today we cannot overlook the fact that the Briko Dépôt concept, as it was established in 1995, is now outdated. The DIY market has reached a stage of development that must be out point of orientation. The Briko Dépôt is becoming a “mega-depot” where we will gear our product offer – adapted to the Belgian marketplace – to the professional customer, and to the mainstream customers in the DIY market as well.
More choice in the decorating section, including tiles as well.
The focal elements of the new concept:
A broader customer base: We deal with active customers. According to a study, our 20 per cent share gives us the highest proportion of professional customers.
A broader range of products: We are going more for both breadth and depth. We are professionally competent when it comes to timber and building…