On May 14th, amid a large turnout, Eurobrico officially opened the doors of its new store in Arco (Trentino-Alto Adige).

An inauguration that represents not just a geographical expansion, but the culmination of a strategic renewal process for the brand, aimed at combining affordability with a decidedly premium positioning.

The store is located inside the new commercial hub developed by Gruppo Paterno in the Green Center area on Via Santa Caterina, in Arco di Trento (TN).

Our editorial team attended the store’s inauguration and gathered the first statements from Nadia Paterno, General Management, and Alain Panato, Procurement Department.

THE STORE LAYOUT

The layout of the new store focuses decisively on showcasing more professional brands, thanks to established partnerships that allow us to offer customers both the leading names in the industry and our own private labels. “It is our intention to create mass merchandising displays that also allow us to promote the brands that have partnered with our company,” explained Nadia Paterno from Eurobrico’s General Management. “We offer the right mix of well-known, highly prestigious brands and our own private labels.“

Among the key innovations is the introduction of electronic shelf labels, which ensure constantly updated and transparent price communication.

Inside, customers will find an offering that ranges from the technical department to gardening, all the way to home decor and storage solutions. The store also features specialized corners such as Automax for automotive, Kapriol Point for workwear and outdoor apparel, and KasaStok dedicated to homeware at outlet prices, in addition to a new selection of major and small domestic appliances.

Alongside the product assortment, the integration between the physical store and e-commerce is being strengthened: customers can also order products that are not available on the shelves and have them delivered directly to their homes, effectively expanding the accessible range.

This is complemented by a wide range of services designed to simplify daily tasks and offer practical support, from custom-made workmanship and technical assistance to equipment rental, which is one of the main new features introduced with the new store.

In a challenging economic climate, Eurobrico is responding with a commercial strategy that is aggressive yet refined. The store features permanent areas dedicated to attractive discounts to satisfy a customer base “hungry for opportunities,” without altering the brand’s identity. “We did not want to compromise on what has always been our great goal: maintaining a slightly more premium positioning compared to other DIY retailers,” added Nadia Paterno.

ARCO: FIGURES AND NEW FEATURES

The new store spans a total indoor surface area of 3,000 square meters, plus a 400-square-meter outdoor area dedicated to seasonal products and structures such as wooden sheds. The workforce consists of 21 employees, including 5 new hires who integrate the experienced staff from the previous store.

Among the main new features introduced in Arco, presented to us by Alain Panato from the Procurement Department, the highlights include:

• Mondo del Verde (Green World): For the first time, Eurobrico introduces live plants, completing an offering that was previously missing.
• Post-Checkout Services: A major expansion of the rental service and the implementation of Web Points—digital kiosks providing access to the company’s entire online platform.
• Furniture and Second Homes: A strategic choice tied to the local area. “The products we offer are perfect for the needs of the Arco region, which has many second homes,” noted Nadia Paterno, emphasizing the importance of qualified staff in assisted sales.
• Electronics and Home: A consolidation of partnerships and the introduction of “white and brown goods” (major and small domestic appliances).

TRAINING AS A SALES DRIVER

Eurobrico continues to focus on technical consultation, setting itself apart through an advisory approach. “Training is something we place great emphasis on,” concludes Nadia Paterno. “We invest in technical training, utilizing both external trainers provided by our suppliers and internal professionals who constantly update our sales force.”

With the opening in Arco, Eurobrico confirms its ability to interpret an evolving market: “Our strength lies in knowing how to adapt to our customers’ needs, successfully providing the ideal solutions for their home projects.”