Since last December, Brico io has formed an important strategic partnership with Kenovo, a specialist in refurbished electronic products.

The partnership project, created with the aim of reaching a younger and more tech-savvy clientele with competitive prices, began with a test in 14 Brico io stores, strategically chosen among those already equipped with dedicated electronics corners.

“In an ever-evolving DIY market, it’s important for us to also attract younger customer segments, those drawn to the tech world and the opportunities offered by refurbished products,” explains Nicol Pertusi, buyer at Brico io. “We identified Kenovo as the ideal partner to generate traffic in our stores through dynamic and focused offers on highly sought-after products: the most successful products are those most appealing to young people, namely Apple products, iPhones and iPads, which are obviously offered at more accessible prices. Kenovo’s strategy of running monthly, one-day promotions on highly demanded items is certainly an effective lever to create a hook to attract younger customers, understand their needs, and begin to build a relationship that can develop over time.”

Another element that made the collaboration with Kenovo interesting is its limited structural impact.

Piero Simonetti, sales manager at Brico io, points out, “Displaying Kenovo’s products requires only a limited linear space, approximately 1 to 1.20 meters, and we readily found suitable locations within our stores. Moreover, having existing electronics and appliance sections in various outlets made the integration even smoother.”

This new project fits into a context where Brico io has recorded a growth in its market share in the large household appliance sector.

“We’ve noticed that our customers increasingly consider us a valid point of contact for purchasing appliances such as washing machines, refrigerators, and dryers,” continues Simonetti. “The addition of refurbished electronics allows us to further complete our offering. We are also actively evaluating the introduction of a trade-in service for used items in our stores, an initiative that would further strengthen the partnership and offer added value to customers.”

“I had my first contacts with Brico io in September of last year, and in less than three months we were already ready to set up Kenovo corners in their stores,” declares Michael Branca, general manager of Kenovo. “We immediately clicked with the Brico io team, starting with Paolo Micolucci, so it took very little for our projects and expectations to align. In Brico io we found a constantly evolving partner, capable of expanding its product offering 360 degrees over the years: from DIY to homeware, from pet supplies to electronics. We are enthusiastic about these first months of collaboration and I am certain that this partnership will continue to give us great satisfaction in the future.”