BricolaRge in Grosseto adds the showroom| DIYandGarden.com

After the restyling of the store in via Appia Antica, the further evolution has now arrived in via Aurelia Nord. It is the BricolaRge branded sales point, owned by the Gennari family, which adds 700 m2. to the existing store.

Inaugurated last March 23rd, the new space which is added to the classic DIY center presents some new features; news that Giulio Gennari, owner of the store, tells us.

“We decided to recover an area that we had closed a couple of years ago. This is a very large warehouse – over 700 m2 we have recovered and regenerated urban planning and dedicated to a type of offer comparable to that of a showroom”.

Like the one already done for the shop in the “Aurelia Antica” shopping center, also in Grosseto?
Ideally yes, but this is a larger area which has allowed us to delve into some product categories such as those relating to the “Bathroom” sector but also in interior and exterior fixtures, ceramic and technological floors from compound onwards, and greater depth for lighting and garden, with more environmentally friendly display solutions.

In terms of assortment, what positioning have you chosen?
The offer is positioned on average at a higher level than that of the classic DIY centre, but still in line and completely accessible. Let’s say that this is an average price positioning, while as regards the assortment choices, the Evoluzione Brico consortium reasoned based on the brands that we already deal with and the offer was put together “six hands”, with us and with the suppliers of reference. We evaluated their offer and chose by trying to propose something that is not normally seen and, above all, by setting it, considering that the product is normally decontextualised, with a linear offer. A proposal that remains valid for a technician but no longer for a private individual.

Is this way of offering the product due to a local need or, more generally, is it the evolution that the DIY center must necessarily face?
Definitely the second. Meanwhile it must be said that we do not discover anything but we follow processes that have already been seen abroad for some time, starting with Germany or Austria, without going too far. To this I add that the distribution of the sector, in Italy, has a great need to evolve, both because on the one hand there is a plethora of brands that wage a price war, offering the same product, and because there are many specialists, for example in thermo-hydraulics, which however are uncovered on the services front. We also offer this aspect, whereby, after purchase, we provide assembly and installation, as we have always done for fixtures as well as for everything relating to outdoor wood. And also as regards the bathroom, we are able to solve the installation problem and we do it directly, with the support of contracted companies but acting as guarantors of the work in the eyes of the customer.

In short, offering the solution to a need…
Of course, our customers, mostly, need to solve a problem, not so much and not just buy a product.