The number of outlets in the France gardening stores market was rather stable in 2012 and reached 11,383 points of sale. Chained operators dominated the market. In terms of positioning on the market, there are rather cheap Bricomarché (with 11% of the market in value sales) and Brico Leclerc (with 2% of value sales) – two retailers that are known for their grocery distribution. And there are Leroy Merlin, which is considered rather as a store for city dwellers who have above-average income and Castorama (with a value share of 12%) which targets also those consumers who live in towns but want to have a slightly cheaper alternative to Leroy Merlin.
In gardening, the demand also drove the development of L‟Esprit Jardiland and Truffaut (plus five new stores opened in 2012). Consumers arrange their territory and invest in maintenance of their gardens – they discuss the latest trends on the internet and invite presenters of one of the most famous TV show „Silence, Ca Pousse" (Silence, it grows) to their gardens.
Domestic operators are well represented within the French market of home improvement and garden centres. There are also some international retailers, such as Castorama and Brico Dépôt chains owned by the English company Kingfisher. In this specific case, both were originally French and established in the country over many years. Consequently, no special adaption to local consumer tastes has been necessary until now.
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