EXCLUSIVEBRANDSOURCING RETAILER/WHOLESALER ...

versus Walmart with 33% share (21 stores), and Kroger 27% share (46 stores), according to data
from Nielsen.
Procurement Contacts: George Butterfield, Corporate Brands Director
MAXEDA DIY GROUP
Eekholt 54, 1112 XH Diemens, THE NETHERLANDS
Tel: +31 20-2109600
Fax: N/A
www.maxeda.com
Total Fiscal 2011 Group Sales: $1.9 Billion (€ 1.4 Billion) -1.2%
Percentage of Sales in Exclusive Brands: N/A
Principal Business: In 2004, a consortium of private equity investors, consisting of Cinven,
Permira, AlpInvest Partners – and led by KKR –acquired Vendex KBB, de-listing the company
that year and in June 2006, Vendex KBB was re-branded, and re-launched to become the new
Maxeda B.V. This involved retail chains that now trace their history back nearly 140 years. A
February 2010 strategic review of its Fashion Group (consisting of five retail chains and more than
1,000 specialty fashion outlets including luxury department stores), resulted in Maxeda Group
becoming a “pure play DIY retailer, effective January 2011. The Fashion Group sales for the year
totaled € 1.6 billion +5.7%; but from November 2010 onward these businesses were sold to
different organizations, including private equity investors. As a result, the Fashion Group is not
reported in this listing. Maxeda DIY Group now consists just of 362 DIY stores in four formats:
138 Praxis stores (3,000 to 5,000 square feet with some 55 stores at 5,000+ square meters), Plan-It
larger DIY stores, 134 Brico and 10 Brico Plan-It, and 80 (64 franchised) Formido smaller DIY
stores (average 1,850 square meters).
EB Identities: Praxis own brands (Sencys, Baseline, Central Park)
EB skus: N/A
Profile: Maxeda could serve as a classic case of format consolidation and/or contraction. Its store
format presentation some dozen years ago encompassed 25 concepts. In 2011, it chain count is
down to four. Most of the attrition has come from chain sell-offs. A strategic review of its
Fashion Group, comprised of five chains--V&D, La Place, de Bijenkorf, Hunkemoller, and M&S
Mode--resulted in the subsequent sale of those businesses, starting in November 2010. V&D