08
+2%
$283 $m
OBI
OBI remains the market leader in the do-it-yourself arena despite growing competition. OBI is heavily investing in continued expansion into Eastern Europe while maintaining leadership in Germany. The company is focusing both on opening huge stores (more than 10,000 sqm) together with maintaining a presence in town centers with smaller locations. In accordance with this expansion strategy the brand is moving to a common price system across all markets as well as its online store. Thanks to a clear and consistent usage of corporate design, OBI’s awareness is stable at 97 percent. In 2012 OBI increased its marketing expenditure for digital media, with specific focus on social media platforms and its own DIY blog.