Fournial’s product range has for many years included almost 5,000 references, mainly in the hardware sector. In order to improve its market position and to explore new development strategies, the company has decided to double the number of referenced products.

The new strategy aims to target all kinds of customers. These of course include agricultural self-service outlets, most of which Fournial can already count among its customers, and who are eager to expand their product range for their own clients, but Fournial also wants to reach out to non agricultural customers. Hardware stores, locksmiths, convenience stores in medium and small cities, and independent garden centers are direct targets for this new segment. Indirectly, the strategy also targets livestock buildings manufacturers or metal buildings specialists. Besides the latter targets, Fournial estimates the market at just over 1,500 specialized customers, potentially interested in its product range. Today, this business represents just over 15% of Fournial’s French sales and should shortly reach a quarter.