The new chess board after the crisisNew ways of doing business between retailers and suppliers

N o . 1 E u r o p e a n c o n f e r e n c e e v e n t f o r t h e h o m e i m p r o v e m e n t a n d g a r d e n c e n t r e i n d u s t r y

+ Study tour of Retail Highlights in Vienna

+ Get-together at the ESSL MUSEUM

+ DIY EUROPE 2010 Trade Exhibition

+ International fediyma DIY Consumer

Study 2010

Guest speakers:

10th - 11th June 2010 – InterContinental Hotel – Vienna /Austria

powered by

1st European DIY- Lifetime Award 2010Festive presentation of the European DIY-Lifetime Award 2010.

And the winner is ... Sir Geoffrey Mulcahy

The laudation will be delivered by one of Sir Geoffrey’s long-time companions, founder of OBI, Manfred Maus

Media PartnersOrganisation andManagement

Promoter Ambassador Sponsors

Sponsors

®

ˇ

Régis DegelckeVice CEOGroupe ADEO;President EDRA

Reinhard WolffManaging Partner wolfcraft GmbH; President fediyma

Ian CheshireCEOKingfi sher Plc.

Sergio GiroldiCEO

OBI AG

Martin EsslCEO

bauMax AG

Martin GoetzelerCEO

OSRAM GmbH

Magnus AgervaldCEOBYGGmax

Special guest:Robert Swan

Polar Explorer and Environmental

Leader

Bine KordezCEOMerkur Group

Ray BakerDirector of Corpo-rate Responsibility and Government Affairs, Kingfi sher Plc.

Joerg DederichsGeneral Manager Corporate Marke-

ting & Public Affairs3M Deutschland

GmbH

Thierry CoemanManaging Director

retail dynamics

12:20 – 12:50

Keynote speech:New perspectives – What retailers must do to win the game!

How does Kingfi sher evaluate the latest developments in the European market?

What does Kingfi sher expect from its partners in the industry?

Ian Cheshire, CEO, Kingfi sher Plc.

12:50 – 14:00

Lunch break and Networking

Chaired by John W. HerbertGeneral Secretary, EDRA (European DIY-Retail Association)

09:40 – 9:50Welcome speech and short introduction to the conference programmeJohn W. Herbert, General Secretary, EDRARalf Rahmede, General Manager, fediyma

09:50 – 10:20 Opening address by the European DIY-Retail Association and European Federation of DIY manufacturers Opportunities in a crisis – the challenges facing retailers and suppliers

Régis Degelcke, President EDRA; Vice CEO, Groupe AdeoReinhard Wolff, President fediyma; Managing Partner, wolfcraft GmbH

10:20 – 11:20The new Consumer: Facts, trends and expectations for the future of the DIY sectorExclusive presentation of the fediyma DIY Consumer Study 2010

The European DIY-market: Where will customers purchase what type of product?

The DIY product range: Which lines are going strong, which lines are losing out? How “European“ is your product portfolio?

Getting consumers shopping again: How is their purchasing behaviour changing?

Oliver Schmitz, Division Manager GfK Living, GfK SE

11:20 – 11:50

Coffee break and networking

11:50 – 12:20Keynote speech: Opportunities in a crisis: What are the options for companies to readjust their strategy?

Martin Goetzeler, Chairman of the Board, OSRAM GmbH

June 10th 2010 – Afternoon session

Winning ways for new business – Innovative strategies and new markets

14:00 – 14:30Cultivating innovation – innovation as a key to success

Joerg Dederichs, General Manager Corporate Marketing & Public Affairs Germany and Western Europe, 3M Deutschland GmbH

14:30 – 15:15Panel discussion:Being innovative – How retailers and suppliers may benefi t from a changed business environ- ment

How important are innovations to achieving business success?

Who will be developing the most innovative products and brands?

What does successful innovation management look like?

Reinhard Wolff, President fediyma; General Manager, wolfcraft GmbHRégis Degelcke, President EDRA; Vice CEO, Groupe AdeoIan Cheshire, CEO, Kingfi sher Plc.Hartmut Jenner, Chairman of the Board, Alfred Kärcher GmbH & Co. KGPanel chaired by Thierry Coeman, Managing Diretor, retail dynamics

15:15 – 15:45

Coffee break and networking

Cultivating innovation – Successfully tapping business potential

Ralf RahmedeGeneral Manager fediyma (European Federation of DIY Manufactures)

Ladies and gentlemen,

we wish to invite you to the fi rst ever European Home Improvement Forum, which is being jointly hosted by the two leading professional organisations EDRA (European DIY-Retail Association) and fediyma (European Federation of DIY Manufacturers). This congress represents the fi rst event where we offer retailers and manufacturers from the home improvement and garden centre industry the opportunity for an exchange of views on current developments within the European market. In other words, a contact platform that you should use.

Use the opportunities provided by the 1st European Home Im-provement Forum to expand your company's contact base, to get fi rst-hand branch knowledge and to get a view beyond your own market boundaries. Also again available to you this year is a mass of information from the fediyma DIY consumer study, which we are exclusively presenting.

John W. HerbertGeneral Secretary EDRA (European DIY-Retail Association)

For the fi rst time we can invite you to the European DIY-Lifetime Award ceremony to honour a well-known fi gure who has had a major impact on the European market over the last decades. At the DIY EUROPE 2010 trade exhibition, we are giving manufacturers and service providers the opportunity to present their solutions and innovative products. We look forward to welcoming you to the 1st European Home Improvement Forum on 10th and 11th June 2010 in Vienna.

Yours sincerely

June 10th 2010 – Morning session

DIY 2010 – Status quo and perspectives

15:45 – 16:15 Central Eastern Europe – How the DIY market is changing

How the economic crisis has changed the market

Which perspectives are those markets offering for the future?

Bine Kordez , CEO, Merkur Group

16:15 – 16:45Keynote speech: The future of DIY Retailing – OBI and its international perspective

Sergio Giroldi, CEO, OBI AG

11:30 – 12:00Sustainability – How DIY retailers can successfully distinguish themselves.bauMax and its business perspective

Martin Essl, CEO, bauMax AG

12:00 – 12:30

Coffee break and networking

12:30 – 13:00Innovative retail formats – How BYGGmaxis adapting to life after the crisis

Magnus Agervald, CEO, BYGGmax AB

13:00 – 13:30New Consumerism, New Experiences,New Expectations

Ibrahim Ibrahim, Managing Director, Portland

13:30 – 14:30

Lunch break and Networking

14:30End of event

Chaired by Ralf Rahmede, General Manager, fediyma (European Federation of DIY manufacturers)

09.00 – 10:00Early morning wake upInspiration, Leadership and Teamwork – Key lessons learned from surviving in hostile environments

Robert Swan, Polar Explorer and Environmental Leader

10:00 – 10:30

Coffee break and networking

10:30 – 11:00Future Challenges and DIY-Retailers – a strategy perspective

How will customer demand and behavior evolve?

How will this affect the "rules of the game"?

What will be winning strategies and key success factors?

Chehab Wahby, Partner, OC&C Strategy Consultants GmbH

11:00 – 11:30 Corporate Social Responsibility – Why companies should risk more responsibility?!

Ray Baker, Director of Corporate Responsibility and Government Affairs, Kingfi sher Plc.

Thanks to Ambassador Sponsors

16:45 – 17:30Dealing with emotions – companies and their emotional intelligence

Prof. Herman Van den Broeck, Vlerick Leuven Gent Management School

18:45 – 19:15 Reception

19:15 – 23:00Presentation of the European DIY-Lifetime Award,followed by the EDRA/fediyma gala dinnerFor the fi rst time this year, the European DIY-Lifetime Award is presented to a personage who has decisively infl uenced the European DIY sector over recent decades.

And the winner is … Sir Geoffrey Mulcahy

The laudation will be delivered by Manfred Maus, the founder of OBI.

Join us in celebrating this year’s laureate. Enjoy an exciting evening at the EDRA / fediyma gala dinner, in the company of highly distinguished guests.

tesa SE is one of the world's leading manufacturers of self-adhesive product and system solutions for industry, trade and consumers. The company's longlasting experience in coating technology and its development of adhesives and innovative product solutions have taken tesa to the top of the world market in many application fi elds.

Are you still buying from China? Wouldn’t you rather want to impress your clients with products „Made in Germany"? Wouldn’t you also prefer compliance with social-, environmental- and sustainability-standards but believe this to be too expensive? Low-tech products manufactured by high-tech robots in the Black Forest – at Chinese pricing levels. With coaxis®, Europe’s largest range of profi le hooks and brackets, alfer® aluminium proves that it can be done!

An international perspective – New markets and opportunities

Future challenges – Sustainability and Corporate Social Responsibility

The new consumer – New target groups and sales formats

June 11th 2010 – Morning session

ARCANSAS- enhances the DIY world with a complete

assortment of PROFILES (PVC Aluminium Stainless steel Brass Iron) metal sheets & a universal quick assembling system

- makes the best of your space with a four-levels display system, exclusive & high-rotation range, excellent delivery service and the most competitive prices

Yes, I wish to register for the 1st European Home Improvement Forum 2010 on 10th and 11th June 2010 in the Hotel InterContinental, Vienna (Austria). Congress fee per person: € 1,695 (plus VAT at 20 %).

Yes, I am a member of EDRA or fediyma and wish to claim the special rate of € 1,395 per person (plus VAT at 20 %).

Yes, I wish to attend the pre-conference get-together (limited number of places available) at the ESSL MUSEUM – Kunst der Gegenwart on 9th June 2010.

Yes, I am interested in sponsorship and exhibiting opportunities. Please send me a free no-obligation info pack.

Yes, I am interested in the Study Tour on 9th June 2010. Please send me a free no-obligation info pack.

Areas of exhibition Product innovations:

Hand tools and electrical tools

locks and fi ttings building and DIY supplies

Service providers from the following sectors:

Merchandise management, logistics computing (hardware and software)

Information and security technology

Store design and branch management

Packaging and waste disposal

Market research and publishing

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Contact and registration address:Manstein Verlagc/o The Conference Group GmbHMainzer Landstr. 251D-60326 Frankfurt/GermanyTel.: +49 (0) 69 75 95 - 30 00 E-Mail: info@conferencegroup.deFax: +49 (0) 69 75 95 - 30 20 Internet: www.conferencegroup.de/diy

Accommodation:The hotel hosting the event has reserved a quota of rooms that participants may book. This quota is available up to approximately six weeks prior to the event. Please quote ‘EDRA/fediyma Forum’ when making your booking. You will fi nd other recommended accommodation listed at www.conferencegroup.de/diy.

Intercontinental Hotel ViennaJohannesgasse 281037 Vienna, Austria

Tel: +43 (0) 1 7 11 22 62Fax: +43 (0) 1 7 11 22 344E-Mail: vieha.reservations@ihg.com

Single room € 199,00 including breakfastDouble room € 219,00 including breakfast

Congress fee / Booking conditions:Please use the appropriate booking form. The fee for the congress is € 1,695 per person (plus VAT at the applicable rate). EDRA and fediyma members qualify for the following special price: € 1,395 per person. If two or more persons from one company register, second and subsequent persons will qualify for a 20 % discount. The congress fee includes all documentation, refreshments, evening events, lunch and an evaluation of the international fediyma DIY study 2010. Upon receipt of your registration, we will send you confi rmation together with an invoice. Partici-pants will be admitted to the congress only if this invoice has been settled in full prior to commencement of the congress. Notice of cancellation must be received in writing by The Conference Group no later than 28 days before commencement of the congress. A cancellation fee of € 50 (plus VAT) per person will be levied. The aforementioned period applies to the date on which notice is received by the organiser. Should a participant fail to attend the congress or notice of withdrawal be received within the 28-day period before the congress commences, he / she will be liable for the congress fee in full. Substitute participants may be nominated at any time. The organiser reserves the right to alter the programme and speakers as may be necessary.

Registration:The congress reception desk will be open for registration one hour before the congress is scheduled to begin. Participants will be issued with name badges before the congress begins and these will serve for the purpose of admission to the event.

Take this opportunity to showcase your exper-tise. Book your display area now.

You can fi nd out more by calling on +49 (0) 69 75 95 - 30 00, by faxing your completed registration form to +49 (0) 69 75 95 - 30 20 or by e-mailing us at ausstellung@conferencegroup.de.

Registration by fax: +49 (0) 69 75 95 – 30 20

Find out more about the newest industry trends emerging in Austria’s capital. During the course of a “store check” with Hans-Jörg Greimel, member of the board bauMax, you will discover several innovative and novel Viennese retailing concepts. (This event is subject to a fee and needs to be booked separately.)

On the eve of the conference, participants may join an informal meeting at the ESSL Museum. Since it was founded in 1999, this venue has fi rmly established itself amongst Austria’s large variety of museums. Enjoy an unforgettable evening at the museum of contemporary art and use this opportunity to intensify existing trade contacts and to extend your business network. (Since the number of attendants will be limited, please remember to also enlist for the get-together

when registering for the main conference.)

STORE Tour – June 9th 2010

Industry get-together at the ESSL Museum – Kunst der Gegenwart June 9th 2010

The following material is included in the conference fee: International fediyma DIY Consumer Study 2010 by GfK Living

Helping the DIY industry to make decisions in line with the market.

The fediyma DIY Consumer Study 2010 provides sound fi ndings on the market situation and on target groups, including their respective information and shopping behaviour, and covers six European countries. The report is an update of fediyma-studies from previous years, and because of the inclusion of the „International House- and Garden Monitor“ compiled in 2009, it contains plenty of additional and highly valuable information

Seize this opportunity to secure your copy of the report, providing you with comprehensive industry expertise on European core markets.

Trade Exhibition DIY EUROPE 2010

The exhibition offers manufacturers and sup-pliers the opportunity to present innovative pro-ducts and services to top decision makers in the European building supply trade.