DIY Culture Flourishes in Eastern Europe
The do-it-yourself (DIY) movement has deep roots in Eastern Europe, where it remains a widespread practice today. This trend is not only a reflection of the region's historical context but also a significant driver of market development. The Storch-Ciret Group, a family-owned business headquartered in Wuppertal, has been capitalizing on this tradition for years, particularly as Eastern Europe has become a key sales region.
Expanding into New Markets
With the collapse of the Eastern Bloc in the early 1990s, new markets opened up for Western companies. Storch-Ciret was quick to seize this opportunity, establishing its first foreign sales subsidiary in the Czech Republic in 1993. Under the leadership of Čeněk Gintar, who now oversees operations in several Eastern European countries, the company has successfully penetrated the region.
In these markets, DIY and craftsmanship are not just hobbies but cultural norms. Over 60% of consumers in countries like the Czech Republic engage in their own refurbishment and renovation projects, often with the help of friends and family. This is a stark contrast to Germany, where only about 20% of consumers feel confident tackling complex renovation tasks such as electrical work or carpentry.
Market Characteristics and Consumer Behavior
Several factors make Eastern Europe a unique market for painting tools and supplies. For instance, homeownership rates are significantly higher in this region—around 80% in the Czech Republic and over 90% in Slovakia. Additionally, the region has its own distinct preferences, such as a historical aversion to wallpaper, stemming from its association with the socialist era. Instead, smooth, plastered walls painted in various colors are more common, which influences the demand for painting tools.
As German DIY chains have entered markets like the Czech Republic and Slovakia, the retail landscape has evolved, with product ranges increasingly mirroring those in Germany. However, local preferences still play a crucial role. In response, the Storch-Ciret Group has tailored its offerings to meet the specific needs of Eastern European consumers. Their Color Expert product line, for example, uses a color-coded system to help customers quickly find the right tools for their projects.
Innovation and Cross-Border Exchange
The Storch-Ciret Group benefits greatly from cross-border exchanges of ideas and experiences within its European operations. Regular international meetings allow experts to share insights on market trends, customer needs, and innovative solutions. This collaborative approach has led to the development of products that cater to regional demands while also contributing to the overall growth of the company.
Influences from Eastern Europe have also shaped broader market trends. The region's preference for painted, plastered walls, and the growing popularity of DIY among semi-professionals, have led to increased demand for high-quality painting tools. The company’s ability to adapt to these evolving conditions, while maintaining flexibility, ensures that it continues to offer modern, attractive product ranges that resonate with consumers across Europe.
Adapting to Change
As European and global conditions continue to evolve—driven by factors such as EU enlargement, the COVID-19 pandemic, the climate crisis, and a growing focus on sustainability—Storch-Ciret remains committed to adapting its strategies. By staying responsive to these changes, the company is well-positioned to tap into new market opportunities and maintain its leadership in the European DIY market.
