LafargeHolcim already in the region of 500 stores of different sizes and expanding the network under a new banner, Binastore. The first stores operating under the Binastore brand have begun to serve customers in Algeria, Cameroon, Iraq and Lebanon. Existing stores in the region will gradually be rebranded as Binastore while new stores will also open under this brand. The brand will extend its footprint to all the countries in the Middle East Africa region in which LafargeHolcim operates.
Binastore shops are designed to serve the needs of end-consumers, self-builders, masons and smaller contractors. They sell a broad range of LafargeHolcim’s own products and solutions as well as a variety of other construction materials from partner suppliers. The stores offer also services such as technical support and access to architects and building designs.
A range of store formats will form the network, from the smallest of 50m² to the largest of 2,000m², Itwill also include mobile stores in rural areas.
Saâd Sebbar, region head Middle East Africa, said: “Our vision is to build the largest retail network for construction materials in the Middle East Africa region so the Binastore brand becomes a household name for small and medium-size builders. Building on our success in Algeria, our goal is to deliver a range of building products, including our own, through multiple channels to meet the needs and lifestyle of our customers who are becoming more and more sophisticated.”
The Binastore network is part of LafargeHolcim’s long-term strategy of expanding its retail business in emerging markets. In April 2017, the Group announced the rollout of Disensa, a similar concept, in Latin America, where the goal is to have a network of around 1,000 stores operating by the end of 2017.