Continuing Chris’ involvement with Germany since 2020, he undertook a study of the DIY retail sector during 2021. The report involved new research into the main players within this market, and their positioning, as well as analysis of consumer data on their involvement in DIY and the use of retailers.
A key finding of the research, and one that also applies to other European markets, was the increased investment in home improvement in Germany since the COVID-19 pandemic. Here interest has been especially strong in ‘light’ DIY and projects that can be undertaken without the need for professional intervention.
Another finding, and not indifferent to other retail sectors, was the growing popularity of shopping online. One of the results of this development is the emergence of pureplay online sellers such as Amazon as major competitors to traditional DIY retailers.