{"id":136874,"date":"2025-12-05T13:12:34","date_gmt":"2025-12-05T12:12:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=136874"},"modified":"2025-12-05T17:09:58","modified_gmt":"2025-12-05T16:09:58","slug":"comment-obi-compte-surmonter-le-marasme-du-bricolage","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/comment-obi-compte-surmonter-le-marasme-du-bricolage\/","title":{"rendered":"Comment Obi compte surmonter le marasme du bricolage"},"content":{"rendered":"\n<p>Dans un march\u00e9 en d\u00e9clin, le groupe allemand de bricolage <strong>Obi <\/strong>choisit l&rsquo;offensive : avec davantage de partenaires franchis\u00e9s, une gamme plus cibl\u00e9e pour les professionnels et un regain d&rsquo;int\u00e9r\u00eat pour le marketing en magasin, le PDG Sebastian Gundel souhaite r\u00e9aliser un demi-milliard d&rsquo;euros de chiffre d&rsquo;affaires suppl\u00e9mentaire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La franchise comme moteur de croissance<\/h2>\n\n\n\n<p>Selon M. Gundel, Obi devance cette ann\u00e9e de 1,5 point de pourcentage le secteur, qui a recul\u00e9 de 1,2 % au cours des trois premiers trimestres. \u00ab Nous <a href=\"https:\/\/www.lebensmittelzeitung.net\/handel\/nachrichten\/baumarkt-obi-erwartet-plus-bei-umsatz-und-ergebnis-188164\">pr\u00e9voyons une augmentation de notre chiffre d&rsquo;affaires<\/a> \u00bb, d\u00e9clare-t-il au Lebensmittel Zeitung. L&rsquo;ann\u00e9e derni\u00e8re, Obi a r\u00e9alis\u00e9 un chiffre d&rsquo;affaires brut de 8,2 milliards d&rsquo;euros et un b\u00e9n\u00e9fice avant imp\u00f4ts de 122 millions d&rsquo;euros.<\/p>\n\n\n\n<p>L&rsquo;ann\u00e9e prochaine, la franchise devrait apporter 150 millions d&rsquo;euros suppl\u00e9mentaires. D&rsquo;ici 2030, ce chiffre devrait atteindre 500 millions d&rsquo;euros suppl\u00e9mentaires. En Italie, o\u00f9 le chiffre d&rsquo;affaires augmente d&rsquo;environ 5 %, Obi recherche activement de nouveaux franchis\u00e9s ; en Pologne, la cha\u00eene lance un concept de magasin compact afin d&rsquo;attirer de nouveaux clients.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Professionnalisation de la gamme<\/h2>\n\n\n\n<p>Pour l&rsquo;ann\u00e9e \u00e0 venir, Gundel table sur une l\u00e9g\u00e8re augmentation du chiffre d&rsquo;affaires et du r\u00e9sultat. La cha\u00eene mise davantage sur les clients professionnels, qui repr\u00e9sentent aujourd&rsquo;hui environ 15 % du chiffre d&rsquo;affaires. Obi a d\u00e9velopp\u00e9 une application distincte pour eux et \u00e9largit le stock de mat\u00e9riaux de construction dans les magasins.<\/p>\n\n\n\n<p>Le chiffre d&rsquo;affaires des services et de la plateforme de march\u00e9 a augment\u00e9 de 50 %. Huit autres pays europ\u00e9ens suivront en 2025. L&rsquo;application joue un r\u00f4le central \u00e0 cet \u00e9gard, m\u00eame si les anciens magasins Obi suisses sous <strong>la banni\u00e8re Migros<\/strong> continueront \u00e0 d\u00e9pendre des prospectus jusqu&rsquo;en 2026.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Achats : centraliser et diff\u00e9rencier<\/h2>\n\n\n\n<p>Obi investit actuellement des dizaines de millions pour rendre ses magasins plus attrayants visuellement et plus performants commercialement. Gundel souhaite se concentrer davantage sur le client dans les magasins de bricolage, avec des messages clairs et une image plus coh\u00e9rente. En outre, le groupe souhaite augmenter ses marges avec les plantes et les articles de jardinage, un segment o\u00f9 la concurrence des supermarch\u00e9s et des plateformes en ligne s&rsquo;intensifie.<\/p>\n\n\n\n<p>La structure d&rsquo;achat est \u00e9galement en cours de r\u00e9organisation : les \u00e9quipes centrales g\u00e8rent les \u00e9conomies d&rsquo;\u00e9chelle, tandis que les \u00e9quipes r\u00e9gionales doivent rendre l&rsquo;offre plus locale et plus distinctive. La part des marques propres, qui est actuellement de 20 \u00e0 30 %, doit passer au-dessus de 30 %, avec une attention particuli\u00e8re pour la marque d&rsquo;entr\u00e9e de gamme Smart Deal. Obi commercialisera bient\u00f4t plus rapidement les produits tendance, tels que les panneaux acoustiques, sous sa propre marque. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans un march\u00e9 en d\u00e9clin, le groupe allemand de bricolage Obi passe \u00e0 l&rsquo;offensive : son PDG Sebastian Gundel souhaite r\u00e9aliser un demi-milliard d&rsquo;euros de chiffre d&rsquo;affaires suppl\u00e9mentaire. Comment compte-t-il s&rsquo;y prendre ?<\/p>\n","protected":false},"author":5,"featured_media":136875,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,16],"tags":[],"people":[],"extra":[43],"company":[1907],"topic":[276,266],"region":[470],"class_list":["post-136874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin","category-doe-het-zelf-tuin","extra-plus","company-obi","topic-expansion","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Obi compte surmonter le marasme du bricolage - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Dans un march\u00e9 en d\u00e9clin, le 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