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The merger with the Tabur Group means Mr. Bricolage has moved up to third position in the French DIY market
Catena and Mr. Bricolage will in future be the only two marketing arms of the new Mr. Bricolage Group.
Representatives of the two groups were discussing the merger as long ago as early March, yet they managed to keep their agreement under wraps right up to the last minute. Then on 28 June Mr. Bricolage, until that time the fourth biggest DIY retailer in France, merged with the Tabur Group, number six in the French marketplace with its Bricogite, B3 and Catena marketing arms.
The new Mr. Bricolage Group has as a result moved up to third position on the French league table. Maurice Vax will remain as chief executive officer of Mr. Bricolage, supported by Michel Tabur, who has been appointed his deputy, along with Hervé Courvoisier as well. The newly created group with its turnover of 1.565 bn euro and 593 DIY outlets is now positioned behind Castorama and Leroy Merlin. A pleased Hervé Courvoisier reports that, “This was the last significant transaction in the French market that can result in positive synergies for both sides of the agreement.”
The executive of the new Mr. Bricolage Group: Maurice Vax, Michel Tabur and Hervé Courvoisier (from left).
The two marketing lines complement each other very well. Where site distribution is concerned, for example, there are only about 15 overlaps. The new group will continue its future expansion under two marketing lines: Mr. Bricolage to cover medium-sized towns, and Catena (or Super Catena) to concentrate on town centres and the outskirts. The B3 and Bricogite stores that belonged to the old Tabur group will be operated under the Mr. Bricolage logo from next spring, when the total number of outlets will be 410.
Tabur’s central warehouse at Le Mans provides Mr. Bricolage with a comprehensive logistics structure which should now bring further increases in profitability to the stores, especially in conjunction with advertising campaigns, or in order to stand up to competition from discounters. The new group represents a buying volume of around 1 bn euro, which will be managed from company headquarters in Orléans. All the exploitable synergies (buying, marketing brands, logistics, complementary marketing arms, advertising and organisational costs) should bring in an annual profit of 5 mio euro when the new organisation is finally operational from 2004.
B3 and Bricogite, the two Tabur marketing arms, are being converted into Mr. Bricolage stores.
The merger should also enable the Mr. Bricolage group to realise its strategic ambitions two years sooner than scheduled. The aim was to incorporate 50 stores by 2004, but the merger with Tabur means there will already be a total of 71 by the end of 2002. The company gives special priority to the French market, where it hopes to “still be able to accomplish a great deal”. But management also sees good opportunities in the countries of eastern Europe and the Mediterranean region.
DIY in Europe 9-10/2002
Representatives of the two groups were discussing the merger as long ago as early March, yet they managed to keep their agreement under wraps right up to the last minute. Then on 28 June Mr. Bricolage, until that time the fourth biggest DIY retailer in France, merged with the Tabur Group, number six in the French marketplace with its Bricogite, B3 and Catena marketing arms.
The new Mr. Bricolage Group has as a result moved up to third position on the French league table. Maurice Vax will remain as chief executive officer of Mr. Bricolage, supported by Michel Tabur, who has been appointed his deputy, along with Hervé Courvoisier as well. The newly created group with its turnover of 1.565 bn euro and 593 DIY outlets is now positioned behind Castorama and Leroy Merlin. A pleased Hervé Courvoisier reports that, “This was the last significant transaction in the French market that can result in positive synergies for both sides of the agreement.”
The executive of the new Mr. Bricolage Group: Maurice Vax, Michel Tabur and Hervé Courvoisier (from left).
The two marketing lines complement each other very well. Where site distribution is concerned, for example, there are only about 15 overlaps. The new group will continue its future expansion under two marketing lines: Mr. Bricolage to cover medium-sized towns, and Catena (or Super Catena) to concentrate on town centres and the outskirts. The B3 and Bricogite stores that belonged to the old Tabur group will be operated under the Mr. Bricolage logo from next spring, when the total number of outlets will be 410.
Tabur’s central warehouse at Le Mans provides Mr. Bricolage with a comprehensive logistics structure which should now bring further increases in profitability to the stores, especially in conjunction with advertising campaigns, or in order to stand up to competition from discounters. The new group represents a buying volume of around 1 bn euro, which will be managed from company headquarters in Orléans. All the exploitable synergies (buying, marketing brands, logistics, complementary marketing arms, advertising and organisational costs) should bring in an annual profit of 5 mio euro when the new organisation is finally operational from 2004.
B3 and Bricogite, the two Tabur marketing arms, are being converted into Mr. Bricolage stores.
The merger should also enable the Mr. Bricolage group to realise its strategic ambitions two years sooner than scheduled. The aim was to incorporate 50 stores by 2004, but the merger with Tabur means there will already be a total of 71 by the end of 2002. The company gives special priority to the French market, where it hopes to “still be able to accomplish a great deal”. But management also sees good opportunities in the countries of eastern Europe and the Mediterranean region.
DIY in Europe 9-10/2002
