The French online hardware store Manomano wants to attack the top dogs in stationary retail in Germany with new financing of 125 million euros.
“Germany is by far the most important country for us,” said co-founder Philippe de Chanville on the announcement of the cash injection on Tuesday. The platform aims to become the European market leader and to generate a quarter of its trading volume in Germany in the long term.
So far, Manomano has been active in six European countries and last year increased its trading volume by 50 percent to 620 million euros. In Germany it was more than doubled to 43 million euros. The platform only acts as an intermediary between customers and dealers. This does not compete with the suppliers themselves and can offer them more data than they would get in stationary DIY and garden centers, said de Chanville.
One argument with which Manomano wants to bring hardware store customers online is advice. A community of experts answer questions by chat and phone, and there should be more video instructions. “Consulting is the biggest weakness for consumers in our business,” said de Chanville.