Praktiker Bau- und Heimwerkmärkte Holding AG, Kirkel

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The closures and divestments lead to a reduction in the selling space available to the Praktiker brand
by a total of 1.3 percent.
In Germany, the Praktiker Group generated net sales of 2,862.1 million euros, whereby 688.2 million
euros were attributable to Max Bahr (February to December). The Praktiker brand on its own turned
over 4.6 percent less in Germany than in the previous year. Adjusted to take account of changes in
selling space, this equates to a fall of 3.6 percent. Including Max Bahr, sales per square metre in 2007
stood at 1,381 euros (previous year: 1,506 euros, Praktiker only). Measured in terms of the development
in the sector as a whole, as determined by the industry’s association BHB, Praktiker nevertheless
improved its market share significantly. This applies even more so if one takes account of the acquisition
of Max Bahr which lead to a surge in sales in 2007, allowing Praktiker to catch up with the
market leader in Germany.
Marketing: “Hier spricht der Preis” (Price is key)
In 2007 too, all marketing activities were based on the core marketing statement “Hier spricht der
Preis“ (Price is key). Praktiker deliberately refrained from nuancing its advertising messages in the
2007 financial year, but instead concentrated with even greater focus than in previous years on its “20
percent on everything – apart from pet food“ campaign. As a reaction to the weak demand, particularly
in the second half-year, the number of promotion days was increased still further. As demonstrated by
customer surveys – such as the “Kundenmonitor” (“Customer Monitor”) held in particularly high regard
in Germany, Praktiker was thus able to successfully maintain and underpin its position as price leader
in the German market.
Product ranges streamlined further
Praktiker sees itself in Germany as a supplier with a full assortment in the segments of construction,
do-it-yourself and gardening. Around 75,000 items are listed in the product management system, being
available in varying configurations in the group’s outlets and being structured in the assortments of
gardening, sanitary ware, timber, building materials and construction elements, electrical goods, tools /
machinery, paints / wallpaper, hardware and other. The products are supplemented by a range of service
offers such as an order service, transport service, brokerage of credit purchase, etc., but the clear
focus is on the supply of a simple, clear and above all favourably priced range of assortments falling
into the segments mentioned above. In order to enhance cost efficiency, the assortments will be
streamlined still further. As part of the Easy-to-Shop concept, a total of 60 Praktiker stores were converted
in 2007. They now offer the customer an easy and convenient shopping option. Enhanced clarity
and a clearer brand and pricing hierarchy help the customer to make the right choice. The new format
reduces the level of complexity by cutting the number of stock keeping units by around 20 percent.
As the share of Easy-to-Shop stores is set to increase to around 80 percent of the Praktiker
brand’s store portfolio in Germany over the coming years, the product ranges will be streamlined further
automatically.