Massmart launches a new and innovative format for the DIY market
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Massmart’s much anticipated new format – Builders Superstore – opens today in Gauteng.
A total of 58 job opportunities were created with the opening of the two new stores in Tembisa and Evaton. The new format will service customers with homes situated in dense residential, township, rural and developing areas, and will be conveniently located near commuter nodes.
Grant Pattison, CEO of Massmart says, “Builders Superstore will allow Massmart to aggressively compete in the lower-income segment of the building supplies market, which is not serviced through any of our existing formats. It is an exciting time for Massmart and we look forward to the successful expansion of the brand over the next few years.”
In the first year of operation, Builders Superstore will open five test stores in the major townships of Gauteng. Year two will see continued expansion in Gauteng as well as the surrounding provinces of Mpumalanga, Limpopo and the North West with another five stores. Eventually, within five years, there will be 60 stores in all provinces, making Builders Superstore a truly national brand.
Andre Steyn, Director Builders Superstore, explains: “We plan to win by being more significant to our customers and our suppliers, and by being different and better than our competitors in price, assortment, in-stock, customer experience and convenience. The competitive price positioning in a Builders Superstore will be achieved through fit-for-purpose quality products often not stocked in our other stores.”
The stores will be approximately 1500m² under roof with a 2000m² external yard area.
The Builders Superstore customer
A Builders Superstore will answer the needs of lower-income home owners and small contractors from the LSM 2 to 7 target markets, through selling a ‘project complete’ range of building and home improvement products and services.
Massbuild’s research shows that customers in this segment are usually dependent on shared transport, usually travelling by taxi to get to the store and get products home. They aim to maintain or construct a ‘starter home’, and thus cement will be a big driver of feet.
Builders Superstore will also be offering exclusive departments that none of its competitors have such as automotive, storage as well as a small garden department. Exclusive product offerings include a large range of private label products, and paraffin and pre-paid electricity will be sold.
Corporate Social Investment
We encourage continuous engagement and participation with local communities in which our stores operate and are committed to supporting and promoting initiatives that focus on early childhood development and feeding schemes.
Beverly Hills Secondary School in Evaton received 125 desks and have been selected to be a part of Builders ‘adopt a school’ programme. In addition, the school will receive a R5000 donation as well as a Siyasiza toolkit (worth R10 000) to improve and maintain the school facilities.
In Tembisa, Builders has invested in building a sports field for the learners at Tswelopele Secondary In addition, the school will receive a R5000 donation as well as a Siyasiza toolkit (worth R10 000) to help with the upkeep of the garden and school yard.
Notes to Editors
All four Builders brands operate under the Massbuild Division (part of Massmart) and collectively provide project complete solutions to the small or large building and maintenance contractor, home improvement and DIY enthusiast as well as garden or any other related projects. Builders Warehouse follows the big box or warehouse retail format and trades out of 30 stores in eight provinces in South Africa and has two stores in Botswana. Builders Express trades out of 28 stores in four provinces catering to the home owner and DIY enthusiast. Builders Trade Depot operates 27 outlets catering mostly to medium and large contractors and tradesmen engaged in building, maintenance and renovation projects. A new comer to the fold, Builders Superstore will answer the needs of lower-income home owners and small contractors from the LSM 2 to 7 target markets, through selling a ‘project complete’ range of building and home improvement products and services.
Massmart is a South African-based globally competitive regional management group, invested in a portfolio of differentiated, complementary, focused wholesale and retail formats, each reliant on high volumes and operational excellence as the foundation of price leadership, in the distribution of mainly branded consumer goods for cash. It is the third largest distributor of consumer goods in Africa, the leading retailer of general merchandise, liquor and home improvement equipment and supplies, and the leading wholesaler of basic foods. Massmart currently has 374 stores in sub-Saharan Africa with plans to expand in to East and West Africa.