An European manufacturer of bathroom accessories, producing localy in Europe, leader on both professional and DIY markets.
In 2018, this company lost the main part of its permanent listing with its major French DIY retailer and lose its leadership on the DIY market.
We reached to get back to the leading position in 2022.
In 2018, the main DIY retailer chain on the French market, took the decision to source directly its line of bathroom accessories and to sell them under its own label.
The company we worked for endured a drastic turnover lose on the DIY market.
On the top of that, this company was historically the only supplier of bathroom accessories to the major French DIY chains but some challenger competitors started to impose themselves in the market.
The company was manufacturing in Europe bathroom accessories and the competition with made in China products started to be unbearable.
As French country manager for this company, we decided to focus on products with higher added value and with an expertise requirement and become a specialist as the referent for bathroom accessories for people with special needs.
Due to the population aging, this category of products become strategic for the retailers and they required category management advices and in store staff training as this category was unknown by their internal services.
As French country manager, we organised these instore trainings with the sales force on the field and we share our category skills with the purchasing offices.
This company became the reference for bathroom accessories for people with special needs and benefited from an extension of its permanent listing to products with more added value.
It had a direct impact on the average shopping basket and on the company turnover.