LafargeHolcim has opened of its first Disensa franchise store in Mexico. The Disensa store is aimed at self-builders and smaller contractors selling LafargeHolcim products as well as other construction materials and services.
LafargeHolcim has also set up a training center in Mexico to support future franchisees as part of the retail strategy. The center provides training on product know-how, store management, marketing and finance.
The Disensa concept will be rolled-out to markets in the region including Colombia, Central America and Argentina.
LafargeHolcim plans to build a network in Latin America of around 1,000 Disensa stores by the end of 2017. In Mexico, LafargeHolcim will open 200 stores under the Disensa brand this year and plans 600 franchises in the next four years.
Oliver Osswald, region head central and south America, LafargeHolcim said: “Our vision is to become the largest retail network for construction materials in Latin America and Disensa will become a household name for building materials and services across the region. This initiative demonstrates how we are bringing our commitment to commercial excellence to life for our retail customers while developing a strong network of trained franchisees.”
The Disensa concept was developed in Ecuador where LafargeHolcim already has around 540 branded franchise stores serving more than 500,000 customers. A Disensa e-commerce platform which offers around 3,000 products online was launched in Ecuador in November 2016.
Disensa stores support customers with microcredit and technical help as well as complete kits for different phases of home building. They also offer solutions to facilitate construction including financing plans, access to architects and standard building designs.
Retail represents around 60 percent of LafargeHolcim’s net sales. Globally, the group operates around 2,000 branded stores in emerging markets. The franchise concept will extend beyond Latin America to the Middle East, Africa and Asia.
