Belgium's DIY retailers are independent

The latest statistics from GfK Benelux reveal that there are 1 766 retail outlets in the Belgian DIY sector. Of this total, 637 are rated as genuine DIY retailers, 287 companies are affiliated to some organisation and 350 (55 per cent) are independent operators. In the case of paint and decorating outlets, the market researchers identified 833 locations in Belgium, and 296 in the case of ironmongers.The Belgian DIY and home improvement market accounted for sales of € 2.46 bn in the year 2003. The DIY retailers are responsible for nearly 70 per cent (€ 1.71 bn) of this overall figure. Although it is true that a great number of specialist shops exist in Belgium, the market is still dominated by the DIY superstores and megastores. Their average annual sales per outlet amount to € 2.68 mio, which is double the average achieved by the sector as a whole (at € 1.29 mio). The tendency is to assume that specialist retailers – ironmongers, paint and wallpaper outlets, and interior decoration specialists – have a relatively minor role to play, but the picture looks considerably more positive in like-for-like terms. Average sales per square metre in the sector amount to € 2 137, the big DIY retailers record an above-average figure of € 2 573, and the hardware shops € 2 201. So they are still well able to compete. The paint and wallpaper dealers generate € 1 464 per m² and the interior decoration shops achieve € 1 022.In terms of space, the dominance of the big DIY retailers is once again in evidence. They control 665 000 m² of the total retail area of 1 152 mio m². Ironmongery accounts for 149 000 m², whereas the other specialists – interior decoration, and paint and wallpaper shops – have considerably more space at their disposal at 163 000 m² and 174 000 m² respectively.How the retail groups in general position themselves in the market is also worth noting: 47 per cent differentiate themselves from the overall market by their service offer, 34 per cent by means of quality, and seven per cent by low prices. This picture is largely valid for the DIY retail groups as well, though here the service-biased section makes up 50 per cent. At 56 per cent, service plays an even greater role for the ironmongers. Quality is an important profiling feature for only 24 per cent, and 12 per cent decide in favour of low prices. Quality and service are the most important distinguishing features for the paint and wallpaper specialists, and for the interior decoration businesses as well.