French retailer Boulanger has opened its first store entirely dedicated to outdoor living in Toulon – La Garde, marking a strategic step into the garden and outdoor market. The new 500 m² outlet, inaugurated on 17 November, features three main zones: garden maintenance, patio design, and outdoor cooking.
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The move aligns with changing consumer trends, with nearly two-thirds of the French population expected to have private outdoor spaces by 2025, now increasingly regarded as true living areas. Boulanger has applied its expertise in household appliances, multimedia, and connected devices to this new format, adapted for outdoor use.
To enhance its outdoor cooking offering, Boulanger has partnered with Novara, a specialist in outdoor kitchens, to provide tailored solutions for regional climates and customer needs. Olivier Bertinetti, manager of the Toulon store, highlighted the customised approach, while retail director Grégoire Rousseau said, "This concept reflects our ability to anticipate our customers' expectations and enrich our value proposition beyond our traditional businesses."
The Toulon pilot will inform the potential expansion of the outdoor living concept across Boulanger's wider network. The initiative represents the company's continued diversification strategy, extending its portfolio beyond household appliances and multimedia products.
Source: www.univers-habitat.eu
