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The Finnish Kesko Group is merging its two distribution channels K-rauta and Rautia under the K-rauta brand, which is to receive a makeover. The merger is expected to take place in spring 2017.
There are currently 94 Rautia stores serving builders, renovators and building professionals in particular. The K-rauta chain now has 46 stores in Finland, and this chain offers products and services for building, renovation, yard and garden, interior decoration and furnishings to consumer, project and business customers. The stores of both channels in Finland are run by retailer entrepreneurs, and this is not expected to change.
All 140 stores in the new K-rauta chain will be revamped following feedback from customers and get a new, fresh and modern brand image, based on the K-Group's common K-brand, according to the retailer. "As a result, K-rauta stores will look like their customers want them to look, each different from the next," says Petri Väisänen, the retailer of Rautia Kankaanpää and chairman of the Rautia chain's executive committee. "In the future, K-rauta will operate in towns and cities as well as in summer house localities. Even small building and home improvement stores are able to make use of K-rauta's entire order selection."
At the new K-rauta stores, both consumers and business customers will be served with expertise from their own starting points, according to a press release. Selections and services that better meet B2B customers' needs will be included in the new K-rauta chain. Clear enhancements in service for customers with building or renovation projects are being planned in store operations as well as digital services, says the company.
There are currently 94 Rautia stores serving builders, renovators and building professionals in particular. The K-rauta chain now has 46 stores in Finland, and this chain offers products and services for building, renovation, yard and garden, interior decoration and furnishings to consumer, project and business customers. The stores of both channels in Finland are run by retailer entrepreneurs, and this is not expected to change.
All 140 stores in the new K-rauta chain will be revamped following feedback from customers and get a new, fresh and modern brand image, based on the K-Group's common K-brand, according to the retailer. "As a result, K-rauta stores will look like their customers want them to look, each different from the next," says Petri Väisänen, the retailer of Rautia Kankaanpää and chairman of the Rautia chain's executive committee. "In the future, K-rauta will operate in towns and cities as well as in summer house localities. Even small building and home improvement stores are able to make use of K-rauta's entire order selection."
At the new K-rauta stores, both consumers and business customers will be served with expertise from their own starting points, according to a press release. Selections and services that better meet B2B customers' needs will be included in the new K-rauta chain. Clear enhancements in service for customers with building or renovation projects are being planned in store operations as well as digital services, says the company.
