30 March - 2 April 2027Moscow
Maxim Suravegin, Executive Director of OBI Russia, on the development strategies of companies in the construction retail sector and expectations from the DIY Forum
On April 1, the first day of the MosBuild 2025 exhibition, the DIY Forum will be held at its venue — the largest event in the industry, which brings together key industry participants every year at the beginning of the business season. In anticipation of the forum, we traditionally asked the speakers to talk about the main results of the past year, current market trends and the topics that they will discuss at the DIY Forum.
Over the past year, we have seen the steady development of the Russian DIY market, as well as the search for new growth points. Several trends can be identified that largely determined the results of 2024 and formed the basis for the development strategy of companies in the construction retail sector.
Omnichannel approach. Much has been said about this trend, but it remains relevant today, responding to the current needs of buyers. We see successful cases of those companies that effectively integrate offline and online channels, personalize the shopping experience, optimize the processes of purchasing the necessary goods and delivery to the client.
Development of the e-com direction. The market is actively expanding, and we are seeing not only the growth of our own online stores and mobile applications, but also the rapid development of cooperation with external partners, such as marketplaces. Just a year ago, the entry of individual companies into marketplaces caused a lot of discussion. Now we see that with a well-built partnership strategy, this is an effective tool for increasing online sales, expanding audience reach, including increasing the geography of coverage, and optimizing the supply chain.
Changing consumer behavior. Buyers have become more rational in regard to large purchases and are sensitive to possible price fluctuations. In response to this trend, we are seeing the active development of loyalty programs, seasonal offers and targeted promotions aimed, for example, at new homeowners. Strategies aimed at the economy segment are certainly showing high efficiency, but the premium goods niche also maintains its stable position.
Steady growth in demand for local brand products. This trend remains an important growth factor in the construction materials and DIY market. It is worth noting that many Russian companies have successfully adapted to current conditions and offered the market truly competitive products and services that meet customer demands.
The Russian DIY market is rapidly developing, covering an impressive percentage of buyers in different channels. And the growth will continue, because the most stable thing each of us has is home, family and comfort. Last year showed that a successful strategy requires quick response, flexibility and understanding of buyers' needs. It is important not only to offer a wide range of goods and services, but to help solve the problems set before the client. In my opinion, sustainable development awaits those companies that strive for fruitful cooperation not only within the framework of professional activities, but also for partnership with each client.
For us, 2024 was a year of growth: we opened new smaller-format stores, which are actively developing within the framework of the company's overall strategy. Last year was also characterized by dynamic growth in the e-com direction: we launched our own mobile application, expanded cooperation with leading marketplaces and increased the geography of delivery of goods of our network to those regions where there is no presence of offline stores yet. Of course, this is a time of making quick decisions and adapting the strategy to changing conditions, but I can confidently say: we did it.
First of all, it is necessary to sum up the results of the past year and share the results, identify the main challenges and opportunities for DIY networks in the near future. In my opinion, all participants have an important goal - to join efforts to create sustainable development of the Russian DIY market. For this, both discussion and open dialogue are important.
The MosBuild exhibition and DIY Forum are a direct dialogue with key market players. And the rich business program provides an opportunity to receive up-to-date information on trends, successful practices and changes in consumer demand.
DIY Forum — the largest business event in Russia dedicated to the do-it-yourself market — will be held at MosBuild 2025 for the 13th time. The forum program includes speeches by the heads of the largest retail chains, marketplaces and manufacturers of construction and finishing materials, discussions of business solutions and fresh market reviews.
