Maxeda 2009 Annual Review - Permira

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Our Formats
Brico
Brico Plan-It
In 2009, Brico continued to develop its
product ranges and private label brands.
Customers experienced re-launched
categories in outdoor paint, decorative
sanitary, batteries, light bulbs and power
tools. Brico opened two new Brico City
stores in Brussels and Liege. This new
successful concept focuses specifically on
customers in large city centres. There are
currently seven Brico City Stores in total.
Brico also introduced a new customer
magazine, ‘Brico Magazine’, with ideas and
tips for the home and garden. In October
Brico’s online shop; ‘Brico e-shop’ was
acknowledged as ‘Best Online Webshop’ by
BeCommerce.be, the Belgian homeshopping
organization.
In June, the store in Châtelineau was
extended and a major bathroom and
kitchen showroom added. In March, both
Brico and Brico Plan-It joined the successful
‘Plus-Card’ loyalty system, which with over
two million card holders is the leading
customer loyalty programme in Belgium.
The introduction of the card is an important
step towards one-to-one communication
and customer relationship marketing as it
enables Brico and Brico Plan-It to target
and serve the individual needs of Brico and
Plus-Card partner customers.
The Brico Group is the market
leader in the Belgian DIY sector
with a multi-format and multichannel
strategy. Brico offers
a wide range of DIY products,
home decoration and gardening
products from known brands
and private labels. Brico has
a network of 125 stores.
Brico Plan-It is a DIY chain of
eight destination mega stores
offering the widest possible
range of products for home
improvement projects - from
building materials through to
home decoration and garden
products. Brico Plan-It stores
are very large, with an average
floor surface of over 8,000 m 2
and more than 40,000
products.
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