{"id":136866,"date":"2025-12-05T12:52:57","date_gmt":"2025-12-05T11:52:57","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=136866"},"modified":"2025-12-05T17:10:41","modified_gmt":"2025-12-05T16:10:41","slug":"hoe-obi-de-doe-het-zelfdip-denkt-te-overwinnen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/doe-het-zelf-tuin\/hoe-obi-de-doe-het-zelfdip-denkt-te-overwinnen\/","title":{"rendered":"Hoe Obi de doe-het-zelfdip denkt te overwinnen"},"content":{"rendered":"\n<p>De Duitse doe-het-zelfgroep <strong>Obi <\/strong>kiest in een krimpende markt voor de aanval: met meer franchisepartners, een scherper assortiment voor professionals en een hernieuwde focus op marketing op de winkelvloer wil topman Sebastian Gundel een half miljard euro extra omzet realiseren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Franchising als groeimotor<\/h2>\n\n\n\n<p>Volgens Gundel ligt Obi dit jaar 1,5 procentpunt voor op de branche, die in de eerste drie kwartalen 1,2% kromp. \u201cWe zullen <a href=\"https:\/\/www.lebensmittelzeitung.net\/handel\/nachrichten\/baumarkt-obi-erwartet-plus-bei-umsatz-und-ergebnis-188164\">naar verwachting een omzetplus<\/a> realiseren,\u201d zegt hij aan Lebensmittel Zeitung. Vorig jaar behaalde Obi een bruto-omzet van 8,2 miljard euro en een winst voor belasting van 122 miljoen euro.<\/p>\n\n\n\n<p>Volgend jaar moet franchise 150 miljoen euro extra bijdragen. Tegen 2030 moet dat oplopen tot 500 miljoen euro extra. In Itali\u00eb \u2013 waar de omzet rond 5% groeit \u2013 zoekt Obi actief nieuwe franchisenemers; in Polen start de keten met een compact winkelconcept om nieuwe instappers te lokken.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Professionalisering van het assortiment<\/h2>\n\n\n\n<p>Komend jaar rekent Gundel op een lichte stijging van zowel omzet als resultaat. De keten zet sterker in op professionele klanten, nu goed voor circa 15% van de omzet. Obi ontwikkelde voor hen een aparte app en breidt de voorraad bouwmaterialen in winkels uit.<\/p>\n\n\n\n<p>De omzet uit diensten en het marktplaatsplatform steeg met 50%. In 2025 volgen nog acht Europese landen. De app speelt daarbij een centrale rol, al blijven de voormalige Zwitserse Obi-winkels onder <strong>Migros<\/strong>-vlag tot 2026 afhankelijk van folders.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Inkoop: centraliseren \u00e9n differenti\u00ebren<\/h2>\n\n\n\n<p>Obi investeert ondertussen tientallen miljoenen om de winkels visueel scherper en commercieel sterker te maken. Gundel wil zich in de bouwmarkten duidelijker tot de klant richten met heldere boodschappen en een consistentere beeldvorming. Daarnaast wil de groep de marges verhogen met planten en tuinartikelen, een segment waarin de concurrentie van supermarkten en onlineplatforms toeneemt.<\/p>\n\n\n\n<p>De inkoopstructuur wordt bovendien opnieuw ingedeeld: centrale teams regelen schaalvoordelen, regionale teams moeten het aanbod lokaler en onderscheidender maken. Het aandeel eigenmerken \u2013 nu 20 tot 30% \u2013 moet boven de 30% stijgen, met ook extra aandacht voor instaplabel Smart Deal. Trendproducten zoals akoestiekpanelen brengt Obi straks sneller onder eigen merk. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>De Duitse doe-het-zelfgroep Obi kiest in een krimpende markt voor de aanval: topman Sebastian Gundel wil een half miljard euro extra omzet realiseren. 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