The takeover of the French DIY store group Bricorama by the rival Bricomarché is perfect. The contracts were signed in the first week of January.
This shifts the powers in the top ten of France’s home improvement industry.
In concrete terms, ITM Équipement de la Maison, a subsidiary of the retail group Les Mousquetaires and operator of the sales channel Bricomarché and Brico Cash, has taken over Bricorama’s French and Spanish activities as well as its sourcing company in Asia. This makes the company the third largest DIY store operator in France.
It speaks of the fact that the store portfolios complement each other both in terms of conceptional and geographical orientation, because the 506 Bricomarché and Brico Cash stores are in more rural regions or on the outskirts of towns, while the 170 Bricorama stores, on the other hand, are in more urban catchment areas.
The two former rivals also previously fought for members as franchisors. ITM suggests that medium-sized businesses will also be strengthened by this merger.
Source: DIY International, http://www.diyinternational.com