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href="/focus/edra-ghin-and-hima.html"><span>EDRA|GHIN|HIMA</span></a></div></li></ul></div></div><div class="header__focus-breadcrumb-menu__breadcrumb"><div> 53 54 55 <ul class="breadcrumb"> 56 57 <li class="normal"> 58 59 <a href="/">DIY International - The online magazine for the home improvement industry</a> 60 61 </li> 62 63 <li class="current"> 64 65 The Masterplan store 66 67 </li> 68 69 <li class="current"> 70 71 The Masterplan store 72 73 </li> 74 75 </ul> 76 77</div></div></div></div></header><div class="container"><div class="row"><article class="col-md-12"><div class="neos-contentcollection"><div itemscope itemtype="https://schema.org/Article"><link itemprop="mainEntityOfPage" href="https://www.diyinternational.com/content/diyplus/2026/09/10/the-masterplan-store.html" /><div class="header--web-article"><div class="online-subscription__container"></div><div class="header-image-assembly"><div class="image-container image-container--article-header"><div class="header-image"><img loading="lazy" alt="Dare to be more like Biber: the mascot peeks cheerfully over the roof." src="https://www.diyinternational.com/_Resources/Persistent/8/e/a/8/8ea8bca6cfb79ee666e3de0ccb44cd40f9381a1a/H02_Obi_Biber_DV_Strnad-6016x3008-930x465.jpg" title="Dare to be more like Biber: the mascot peeks cheerfully over the roof." class="img-fluid" itemprop="image" data-link-target data-full-size-image-src="https://www.diyinternational.com/_Resources/Persistent/8/1/f/3/81f381e2033b5f1cb904951f58e461a2f09a32cc/H02_Obi_Biber_DV_Strnad-1624x1080.jpg" /><div class="img-copyright">Quelle: Dähne Verlag, Strnad</div></div><div class="image-caption"><div class="img-info"><span class="image-media-caption">Dare to be more like Biber: the mascot peeks cheerfully over the roof.</span></div></div></div></div><div class="title-subtitle-assembly--web-article row"><div class="offset-md-2 col-md-8 subtitle-row"><i class="icon"><img class="image" src="https://www.diyinternational.com/_Resources/Static/Packages/PunktDe.Dah.DiyInternational/Images/logo-plus-red.svg?bust=0d217b0f" title="DIY plus" alt="DIY plus" /></i><h2 class="subtitle--web-article" itemprop="alternativeHeadline">Obi</h2></div><div class="offset-md-2 col-md-8"><h1 class="title--web-article" itemprop="headline">The Masterplan store</h1></div><div class="offset-md-2 col-md-8"><div class="shortdesc--web-article">More franchising, more professional business, more beavers â in short, more customer experience: the new Obi in Ettlingen shows the direction the journey is taking.</div></div></div></div><div class="row"><div class="col-md-2"><div class="shariff" data-button-style="icon" data-mail-url="mailto:" data-services="['facebook', 'linkedin', 'xing', 'mail']"></div></div><div itemprop="articleBody" class="col-md-8 mb-sm-2 mb-md-3"><div class="issue-link-ad-container"><div class="ad-container desktop"><ins class="asm_async_creative" data-asm-cdn="cdn.adspirit.de" 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class="punktde-dita-nodetypes-topicref"><div class="punktde-dita-nodetypes-topic"><div class="punktde-dita-nodetypes-body"><div class="paragraph"><p>It is in Ettlingen, of all places, that Obi is showing the way forward for the number two in the market â a company that has declared its intention to become number one in the German DIY sector once again â in Ettlingen, where Dähne Verlag, with its <i>diy</i> editorial team, is based, less than fifteen minutesâ walk from the new Obi store. Of course, this is a coincidence. But a nice one at that.</p><p>Internally, they call the new brand concept the âCX storeâ â standing for Customer Experience. It was first trialled at the pilot site in Cologne-Pesch; Ettlingen is the first of its kind in the wider market. This is already the 16th store that Obi has opened this year. Even with its 9,400 m² floor area, it fits well with Obiâs strategy: significantly more than a local convenience store, but certainly not a massive megastore.</p><p>This store can be seen as a blueprint for how the DIY group intends to proceed in future: with more franchising, more specialist retail, plus clearer customer guidance and a distinct service profile, for instance in the kitchen and garden sectors. And with more beavers: one peeks out cheerfully â or âknitzâ, as theyâd say here in Baden â over the porch.</p><p>So letâs go through the master plan. More franchising: the operator and franchisee is the Auer Group, which already has a stake in six other Obi stores in Baden, between Freiburg and Sinzheim near Baden-Baden.</p><p>And the Auers are not just anyone: the family is virtually symbolic of what franchising means to Obi. They are, in fact, one of the oldest franchisee dynasties in the âBeaverâ empire. So it was only fitting that 92-year-old mother Helene Auer, who has been running Obi stores alongside her husband since 1972, was also present at the opening.</p><p>Her son, Ingo Auer â whose brother Stefan heads the groupâs steel trading division â emphasised in his welcome speech that they see themselves as a medium-sized company that responds to the needs of local customers. Auer holds a minority stake in the groupâs other six Obi stores; the store in Ettlingen, however, is run by a separate subsidiary acting as a franchisee.</p><p>Ingo Auer also understands what franchising means at Obi from another perspective: he worked in Obiâs sales department for many years and was, at times, a member of the advisory board. In an interview with <i>diy</i> (available at <i>diyonline.de</i>), Ingo Auer also makes it clear that he will be putting his own stamp on regional product ranges here.</p><p>The next key point in the master plan: the professionalâ¦</p></div></div></div></div></div></div></div></div></article></div></div><div class="text-center container"><a class="button button--primary button--medium button--back-to-home" href="/">Back to homepage</a></div><div class="lane"><div class="lane__header"><div class="lane__header__title"><div class="lane__header__marker"></div>Related articles</div></div><div class="lane__content card-deck"><div class="card content-teaser-m"><picture class="teaser-image"><source media="(max-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/2/e/a/3/2ea3c0f157c70c03285f6431fd66ec856fbb0a5d/Modular%20Assembling-1-345x194.png 1x, https://www.diyinternational.com/_Resources/Persistent/e/8/2/8/e828ce0bab91acf4129f1e7092e4723a5f55baa7/Modular%20Assembling-1-690x388.png 2x" /><source media="(min-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/4/e/8/7/4e87511819c459b20cb0
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77<img loading="lazy" alt="Yueh-Chi, a versatile expert in pneumatic tools" src="https://www.diyinternational.com/_Resources/Persistent/d/f/2/f/df2f8b22abe56f0b49da2f011652b0137b06f39e/Modular%20Assembling-1-300x150.png" title="Yueh-Chi, a versatile expert in pneumatic tools" /></picture><div class="card-body"><div class="content-teaser-card__header"><span class="content-teaser-card__subtitle">Over 30 yearsâ experience</span></div><div><h5 class="content-teaser-card__title">Yueh-Chi, a versatile expert in pneumatic tools</h5></div><div><p class="content-teaser-card__text">The Taiwanese manufacturer supplies customers in Europe, the USA, Japan and the Middle East. Above …</p></div></div><div class="card-footer content-teaser-card__footer"><span class="department">Suppliers </span></div><a href="/content/diyplus/2026/taiwan-excellence/yueh-chi-a-versatile-expert-in-pneumatic-tools.html" class="stretched-link"></a></div><div class="card content-teaser-card"><picture class="teaser-image"><source media="(max-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/5/d/f/6/5df6e2da4b808c3580509c283fcfee0f9cc7efe4/G02_IVG-Forum_Hey-Obi_DV_Strnad-6016x3008-300x150.jpg 1x, https://www.diyinternational.com/_Resources/Persistent/8/7/c/c/87ccd64ae559ce730f91c659d1c1bdc89ddc3760/G02_IVG-Forum_Hey-Obi_DV_Strnad-6016x3008-600x300.jpg 2x" /><source media="(min-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/5/d/f/6/5df6e2da4b808c3580509c283fcfee0f9cc7efe4/G02_IVG-Forum_Hey-Obi_DV_Strnad-6016x3008-300x150.jpg 1x, https://www.diyinternational.com/_Resources/Persistent/8/7/c/c/87ccd64ae559ce730f91c659d1c1bdc89ddc3760/G02_IVG-Forum_Hey-Obi_DV_Strnad-6016x3008-600x300.jpg 2x" /><img loading="lazy" alt="Anything but pessimistic" src="https://www.diyinternational.com/_Resources/Persistent/5/d/f/6/5df6e2da4b808c3580509c283fcfee0f9cc7efe4/G02_IVG-Forum_Hey-Obi_DV_Strnad-6016x3008-300x150.jpg" title="Anything but pessimistic" /></picture><div class="card-body"><div class="content-teaser-card__header"><i class="premium-icon"><img class="image" src="https://www.diyinternational.com/_Resources/Static/Packages/PunktDe.Dah.DiyInternational/Images/logo-plus-red.svg?bust=0d217b0f" title="DIY International" alt="DIY International" /></i><span class="content-teaser-card__subtitle">german garden Retail sector </span></div><div><h5 class="content-teaser-card__title">Anything but pessimistic</h5></div><div><p class="content-teaser-card__text">Obiâs Head of Purchasing, Jochen Ludwig, speaks at this yearâs IVG Forum Gartenmarkt. He says: âThe…</p></div></div><div class="card-footer content-teaser-card__footer"><span class="department">Garden </span></div><a href="/content/diyplus/2026/08/31/anything-but-pessimistic.html" class="stretched-link"></a></div></div><div class="issue-lane__issue-footer"><div class="issue-lane__footer-center"><a class="button button--primary button--medium button--no-border issue-lane__issue-button-desktop" href="/diyplus-deep-insights-facts-and-figures.html">Read more in DIY+</a><a class="button button--primary button--medium button--no-border issue-lane__issue-button-mobile" href="/diyplus-deep-insights-facts-and-figures.html">Read more in DIY+</a></div></div></div><div class="lane"><div class="lane__header"><div class="lane__header__title"><div class="lane__header__marker"></div>Read also</div></div><div class="lane__content card-deck"><div class="card content-teaser-m"><picture class="teaser-image"><source media="(max-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/8/e/1/e/8e1ec7873ec5e95b74db48193f101eacd23c1fc7/Export_Taiwan_Symbolfoto_ChatGPT-345x194.png 1x, https://www.diyinternational.com/_Resources/Persistent/8/1/4/1/81414522b5cc2fbd83e1c1a5dc8d4f201bedb964/Export_Taiwan_Symbolfoto_ChatGPT-690x388.png 2x" /><source media="(min-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/7/7/9/a/779a454f9812459988ce06579cb64b00428b2ffc/Export_Taiwan_Symbolfoto_ChatGPT-300x132.png 1x, https://www.diyinternational.com/_Resources/Persistent/5/4/8/4/548484ab08f69410c19de5537bb3a50d8cf6930f/Export_Taiwan_Symbolfoto_ChatGPT-600x264.png 2x" /><img loading="lazy" alt="A mature, export-oriented manufacturing sector" src="https://www.diyinternational.com/_Resources/Persistent/8/e/1/e/8e1ec7873ec5e95b74db48193f101eacd23c1fc7/Export_Taiwan_Symbolfoto_ChatGPT-345x194.png" title="A mature, export-oriented manufacturing sector" /></picture><div class="card-body"><div class="content-teaser-m__header"><span class="content-teaser-m__subtitle">Taiwanâs hand tool industry</span></div><div><h5 class="content-teaser-m__title">A mature, export-oriented manufacturing sector</h5></div><div><p class="content-teaser-m__text">Taiwanese hand tool manufacturers are concentrated primarily in the Taichung region. This …</p></div></div><div class="card-footer content-teaser-m__footer"><span class="department">Suppliers</span><span><span class="date">24. September 2026</span></span></div><a href="/content/diyplus/2026/taiwan-excellence/taiwans-hand-tool-industry.html" class="stretched-link"></a></div><div class="ad-container mobile"><ins class="asm_async_creative" data-asm-cdn="cdn.adspirit.de" data-asm-host="daehne.adspirit.de" data-asm-fetch-gdpr="1" data-asm-params="pid=174"></ins></div><div class="card content-teaser-m"><picture class="teaser-image"><source media="(max-width: 48rem)" srcset="https://www.diyinternational.com/_Resources/Persistent/b/a/5/b/ba5b6d4926d8a7864d13a2a2412fedf165f5f0ff/H02_Obi_Biber_DV_Strna
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