the spanish housewares market on your brand positioning and your strategy we sell your products to...
TRANSCRIPT
June 14-16, 2015
Housewares Spanish Market
What will we see
Social and Demographic
Distribution and retailers
How to get in
Market Split
Spain: some demographic data
Persons per house
Tourists
Unemployment
47 Million People
22%
60 Million
2,6
18 Million Houses
Average Salary per Person
26.162€
Spain: Main cities and influence area
Madrid 6,5 M
Barcelona 7,5 M
Basc Country 4,0 M
Valencia
5,0 M
Sevilla/Málaga
4,0 M
Balearic Islands
1,0 M
Canary Islands
2,0 M
Market Structure general scope
KITCHEN M. €*
Preparation 300
Cooking 450
Conservation 80
TOTAL KITCHEN 830
*M. € = Million €uros at Trade price excluding Catering
TABLE M. €*
Service & Acc 100
Crockery 200
Glassware 350
Flatware 100
TOTAL TABLE 750
HOME M. €*
Cloth care 120
Bath 300
Organizers 250
Other 200
TOTAL HOME 870
Summary Retail Channels Market
Share %
Food Mass Merchants 35
Department & Home Stores 15
Traditional Stores 30
Other Stores 10
Alternative Distribution 10
Total 100
Retail Housewares in Spain
Direct from Brand Suppliers
70%
Trough Wholesalers and
Distributors
30%
Food Mass Merchants Hyper Chain Stores
Carrefour 172
Alcampo 55
Eroski 90
Hipercor 38
Leclerc 18
Esclat 37
Other 34
Total 6 415
Chains Stores
Supermarkets 36 27000
Hard Discounters 3 2800
Cash & Carry 7 200
Total 46 30000
5% 30%
Department and Home Stores Chain Stores
El Corte Inglés 79
Ikea 14
Conforama 24
Total 117
15%
Chain Stores
Casa Viva 30
La Oca 34
Culinarium 9
Other Estimated 132
Total 8 300
10%
Housewares Specialists Stores
Electro Chains Horizontal Organization
Electro Horizontal Group Chains Stores
Media Markt 1 70
Worten 1 45
Miro 1 141
Fnac 1 19
Activa 18 490
Cedise 29 181
Euronics 48 826
Fadesa Expert 18 1073
Segesa RedDer 73 1953
Sinersis 39 1904
Ureca 1 143
Total 11 230 >6700
10%
Organized Hardware Stores
Group Chains Associates Stores
QF+ (6Chains) 115 >400
Cofedas, Coinfer, Coanfe, Synergas
>500 >600
TOTAL NCC >1000
Ehlis Cadena 88 >1100
Other 8 Chains >1000
TOTAL >3100 10%
Other Stores Multi price Independent Itinerant
Markets
Main Players
Over 150 Importers from China feeding this market.
Bazar
Gift
Gourmet
Health
Total Stores >4000 >10000 20700
Estimated Market Share
2% 5% 3%
10%
Alternative Distribution
E Shop and Catalogue Fidelity
Main Players
Vente Privé
Privalia
Lets Bonus
Oh Menaje
Venca
Total Webs >50
Estimated Market Share
5% 5%
10%
Wholesalers and Importers
Brand Importers Wholesalers
Main Players
Destivalia
Regional Wholesalers that
fit mainly the independent
retailers.
Dick Import
Emersa
Fimsa
Ifa
Riera
Roque Monasterio
Scandist
Total Companies Over 50 Over 100
Estimated 30% to Retailers
30%
HORECA
Hotels Number
Main Players
Hotels 15000
Restaurants 71000
Bar & Café 202000
Campings 12000
Colectivities 13500
Grouped Wholesalers
80 4 Groups
Wholesalers 200
HORECA 30% If Total Market is 100…
Keys to get in Commercial Office
F.R.A.
Fiscal Representative
Agent
Logistic Service Stock
Direct
Distributor or Partner
Sales Agents
Invoice with EU TVA Number
Get Stock available
Do you want to sell in Spain?
F.R.A. External Logistic Service We may also provide you
We are the best Sales Agency to break trough the Spanish and Portuguese markets. We are specialized on the Housewares market.
Our sales team is ready for you!
We customize your sales team by choosing each sales agent precisely for your Brand positioning and your target customers. We know these independent representatives from previous experiences, and we closely follow their results.
Depending on your brand positioning and your strategy we sell your products to the top key players of the house ware market.
Mass Food Retailers.
Traditional Stores
Premium Stores
e-Shops
HORECA
We cover all channels of distribution where home products are sold.
We are Agents for:
Our Way of working
1. Understand your Company and your expectations. 2. Provide local Market Analysis and information. 3. SWOT: Strengths, Weaknesses, Opportunities, and Threats. 4. Evaluation of alternatives. 5. Viability, Plan and recommendation. 6. Implement.
Long international experience managing
companies in the houseware market.
Javier R. Guerrero Gabriel Soler
Acinox
J.M. Martínez
Yestis Sales Team S.L. @ Business Park Av. Via Augusta 15-25. 08174 Sant Cugat del Vallès (Barcelona) SPAIN Phone: +34 93 016 5478 www.yestis.com [email protected]