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Case study

Côté Brico

Built to scale on Kaufland with Multiply

  • 2,000+
    SKUs repriced automatically
  • 6 years
    Partnership with Multiply
  • 50
    Units sold in 2 weeks in a new category
Côté Brico

The full story

Background

The context

Côté Brico is a French retailer specialized in power tools, portable electric tools, and hardware, with eight years of experience in the market. The business sells across multiple marketplaces as well as its own website, and has built its growth strategy around high-volume channels.

At any given time, Côté Brico rotates an active catalog of 2,000 to 2,500 product references, with plans to expand into new categories such as small domestic appliances. That scale, paired with a fast-moving competitive landscape, meant pricing and marketplace management needed an approach built to keep pace.

The trigger

The turning point

Nabil, Côté Brico’s Marketplace Manager since 2022, discovered Kaufland through his feed management tool and researched it on his own. What he found was hard to ignore: Kaufland is one of the largest and most visited marketplaces in Germany, Europe’s biggest e-commerce market, with over 3 million monthly visitors and strong brand recognition across Central Europe.

A chance meeting with a member of the Kaufland team at the Tech for Retail trade show in Paris sealed the decision. Côté Brico was live and selling on the platform soon after.

“It was unthinkable to sell on the German market without being on Kaufland - you see it everywhere.”

Nabil Marketplace Manager, Côté Brico

Getting set up

The solution

Côté Brico started cautiously, testing the French Kaufland marketplace locally before committing to the larger German market. Once confident in the setup, Nabil activated the German storefront directly from the seller portal with a single click, publishing all existing offers to the German catalog instantly.

Integration with Multiply, the repricer Côté Brico had already relied on for six years across other marketplaces, was just as fast. The account was configured with Multiply’s Customer Success team, pricing rules and margin limits were set, and the repricing engine started working automatically from day one.

Côté Brico uses ShoppingFeed as its feed manager, which connects directly to Kaufland’s API through a single key from the seller portal. Kaufland’s built-in AI translation tools removed the need to manually localize listings, terms and conditions, and account settings, saving time from the start.

Scaling up

The results

The results came quickly. After the onboarding process, including the first 50 sales supported by a dedicated Kaufland account manager, sales on Kaufland accelerated steadily.

What surprised the team was the product mix that performed best. A Makita brush cutter that had sold slowly elsewhere started moving fast on Kaufland. A selection of Tefal small appliances, a category Côté Brico had only just begun to explore, sold around fifty units in two weeks, catching even the buying team off guard.

The commercial impact went beyond sales. The volume generated on Kaufland strengthened Côté Brico’s negotiating position with suppliers, leading to better purchase prices and more confident inventory forecasting.

“I started to win Buy Boxes. I began to check the rankings on the Kaufland interface and I was coming first on more and more offers - and from there, sales took off.”

Nabil Marketplace Manager, Côté Brico

The role of Multiply

The partner

Côté Brico has worked with Multiply for over six years, a relationship that predates the Kaufland launch. When Kaufland went live, Multiply was configured and running from day one.

Multiply’s repricing engine runs continuously, adjusting prices across all 2,000 to 2,500 active references in response to competitor moves, without manual intervention. Pricing stays within margin boundaries that update automatically when purchase costs change.

Nabil developed his own framework for competitive pricing on Kaufland. Winning the Buy Box on the marketplace is one goal. But he targets what he calls the Super Buy Box, holding the most competitive price not just on Kaufland, but across the entire market.

Multiply’s strategy is not to minimize prices to win Buy Boxes. It is built to win the Buy Box at the best achievable price: once a Buy Box is secured, the system raises the price incrementally while the position holds, retreating only when necessary, then rebuilding. Margins get protected and grown, not just preserved. Constance, who leads Multiply’s Customer Success team, works closely with Nabil to review reporting, spot opportunities, and adjust strategy as conditions change.

“Once you have the Super Buy Box - the best price both on Kaufland and across the market - sales take off every time, without exception.”

Nabil Marketplace Manager, Côté Brico

What's next

What's next

Côté Brico is continuing to build on Kaufland with a clear eye on what’s ahead. Kaufland has announced two new country markets, to be revealed at its eCommerce Day event in Cologne in June 2026, both accessible from Côté Brico’s existing single account.

At the same time, the business is expanding into small domestic appliances, a category already showing strong early results on Kaufland, and continuing to identify products that could outperform on the German and Central European markets relative to other channels.

Online marketplaces now sit at the center of Côté Brico’s commercial strategy. The volumes generated across channels, including Kaufland, directly inform purchasing decisions and give the business more standing with brands and distributors. Sales forecasting has grown more precise, letting the buying team commit to larger inventory positions with more confidence.

  • Two new Kaufland country markets, live at launch from the same account
  • Continued rollout into small domestic appliances
  • Ongoing product-level testing to find categories that outperform elsewhere on Kaufland

“Certain references that go nowhere on other marketplaces become top sellers on Kaufland. That changes what we can ask from our suppliers.”

Nabil Marketplace Manager, Côté Brico

The bottom line

The result

Eight months after going live, Côté Brico’s expansion onto Kaufland is a case study in how a well-prepared marketplace seller moves quickly, scales efficiently, and finds demand that doesn’t exist on other channels.

Every one of Côté Brico’s 2,000 to 2,500 references gets repriced automatically, with no manual pricing. France and Germany are live today, and every market Kaufland opens next is accessible from the same account.

Competition on Kaufland is increasing. But with automated pricing, an intelligent Buy Box strategy, and a partner that has scaled alongside them for six years, Côté Brico is positioned to hold its ground and keep growing as the platform expands across Europe.

  • A strategic decision to treat marketplaces as the primary growth channel
  • A fast, low-friction onboarding onto Kaufland
  • Multiply’s repricer, removing manual pricing across thousands of references
  • A Buy Box strategy that protects and grows margins instead of eroding them
  • A single Kaufland account covering multiple European markets at no extra cost
  • A data-driven approach to product discovery, surfacing demand other channels missed

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