We attended the inauguration of Brico io’s newly-established direct store in Diano Castello, in the province of Imperia (Liguria, Northern Italy), on March 19. This brings the Italian proximity DIY chain to a total of 109 stores, consisting of 81 directly managed locations and 28 affiliates.”

“Proximity” is the guiding concept behind Brico io’s choice once again, confirming the brand’s vocation and development strategy for its store format. The store is positioned within a relatively small catchment area but boasts a strategic location, targeting a region where attendance can quintuple during the summer months and on weekends.

A neighborhood store (approximately 1,150 sqm of floor space) that leaves nothing to be desired: customers will find a comprehensive assortment for every need. All departments are fully stocked—from hardware and tools to plumbing and bathroom furnishings; from timber, paint, and storage solutions to car accessories, gardening, homeware, and major appliances. Strategically situated between two established commercial hubs, the store enjoys a significant competitive edge by capturing the existing customer base that regularly visits the area for their everyday needs.

OFFICIAL STATEMENTS

“With the opening of the Diano Castello store, we are completing the program announced at the beginning of the year,” says Paolo Micolucci, CEO of Brico io. “We have strictly adhered to our plan, which included the closure of the Cologno Monzese and Livorno stores, the acquisition of the Massa and Porto San Giorgio ones, and, of course, the opening in Diano Castello. We are now moving into the core of the second four-month period: by September, we anticipate two more acquisitions and the opening of a new store by June, followed by another inauguration at the end of September.”

“In Liguria, the season has significantly extended and starts earlier thanks to the favorable climate,” adds Area Manager, Mirco De Sario. “We are in an area characterized by a very high density of second homes, which generates specific needs. For this reason, we have planned a launch activity spread over time: we aren’t just stopping at the grand opening, but have planned targeted initiatives for Easter, June, July, and August.”

“In this store, we are addressing three different types of customers who will arrive in waves,” echoes Emanuele Bergamini, Store Manager. “From local residents to those who only visit the area on weekends, and finally the summer tourists, whose profile changes again between June and August. It is up to us to successfully intercept every single need and become the point of reference for the area.”