Annual report 2011 - Groupe Mr.Bricolage

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inTerview wiTh Jean-françois Boucher chairman and ceo in a PerioD of insTaBiliTy, consumers are refocusing «our house»
2011 annual report 2/3 no.1 in the local* DIY market in France, the Mr Bricolage group continues to grow and prepare its future. how would you describe 2011? As I said a year ago, 2011 was a year in which we prepared for the future. We continued to invest in Network Services and to speed up our debt reduction (€-27.6 million). This will enable us to seize new growth opportunities. What were your biggest projects? We launched three new private label brands (.B, Inventiv’ and Dédicace) which have been so successful that we will be rolling them out in 2012. Installation and hire services have also been a hit with customers so we will be developing these. Lastly, the UNIMAG store management IT system was tested in 2011. Nine stores have been equipped with this tool since the start of 2012, and 40 will have it by the end of the year. It represents real value added for our central services units and networks. how is the DIY market? There has been an upturn in the market as consumers turn their attention to the home; it is seen as a secure place that people want to make improvements to during a period of instability. Spending time making the home comfortable and pleasurable is a well-established trend. has your multi-brand offering been as successful as you had hoped? We have far surpassed our targets for this strategic development priority. Retailers can choose between membership of one of our brand names – Mr Bricolage, Les Briconautes or L’Entrepôt Du Bricolage (a soft-discount brand) – and affiliate status, so everyone who joins us can find an offer to suit them. has the soft-discount experience with l’entrepôt Du Bricolage been satisfactory? We wanted to democratise DIY while still holding onto our values of being a local retailer providing quality and advice. The pilot store in Amphion has exceeded our expectations and we plan to open two more stores in 2012. Will you also be reinvesting in downtown locations? Our customers don’t necessarily want to have to drive just to buy a can of paint, a DIY tool or some compost for their plant pots. In 2011 we opened a store in the downtown of Tours which has been hugely successful with local residents. What progress has been made with your project to support French brands? We are positioned as a local retailer. That means we have to think hard about our purchasing and sourcing. We are considering a range of products “Made in France”. What is your take on the disappointing results posted by Directly-owned stores? Our market had a difficult time in summer 2011. In order to turn around Directly-Owned Stores, we launched an action plan to sell or resize fifteen targeted stores. We have taken the first steps in these stores so we expect a decrease in their operating losses of around €1 million in 2012. Concrete measures were also put in place to increase performance at the 74 other stores that we run directly. What is your main strength? Our strength lies in our relationships with other people. We reach out to people through our local positioning. We want to be close to our customers and close to each one of our retailers. It is essential to be a local retailer in the digital age. I am convinced that we will witness a return to faceto-face contact. Customers will do their research on the web but will then need personal contact, advice and services. People are at the heart of our business as a retailer. how do you intend to approach the future? In 2012 we will reap the rewards of the investments made over the past two years. We are focusing on the targets defined in our “Trajectoire 2014” plan.
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Annual report 2011 - Groupe Mr.Bricolage

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