Bricocenter opens in Marsala and strengthens its franchise network

Bricocenter is strengthening its presence in Sicily with a new franchised store in Marsala, which opened on 22 October 2026. The outlet in the Cardilla district brings the chain’s presence in the province of Trapani to three stores and follows two franchised openings in Faenza in July. Partnerships with local entrepreneurs remain central to its approach to reaching small and medium-sized towns.

Marsala becomes the third store in Trapani province

The new store is in the Cardilla district, on the outskirts of Marsala, and joins the existing Bricocenter outlets in Trapani and Alcamo. The opening therefore expands the brand’s presence in an area where it already operates, rather than marking its entry into a new province.

To mark the opening, the franchisee offered promotions across several departments, from power tools and paints to bathroom furnishings. These were the categories highlighted in the store’s launch, which gives the Adeo group brand another retail location in western Sicily.

The clearest outcome is local: with Marsala, Bricocenter now has three stores in Trapani province. This is separate from the national targets announced previously and allows expansion to be assessed through actual openings, without confusing development plans with results already achieved.

From Faenza to Sicily: three openings in three months

The Marsala launch comes around three months after a double opening in Emilia-Romagna. On 16 July 2026, Bricocenter opened two franchised stores in Faenza: Faenza Maioliche and Faenza Volta, with a combined floor area of 4,700 square metres.

The sequence therefore comprises three new franchised stores across two towns and two regions. The floor area quoted applies only to the two Faenza outlets, not to the new Sicilian store.

These openings illustrate two local approaches to growth: in Faenza, two stores launched on the same day; in Marsala, a new location complements the existing outlets in Trapani and Alcamo. The common thread is franchising, through which the chain continues to expand alongside local entrepreneurs.

For the franchising sector, this succession of openings provides tangible evidence that Bricocenter’s expansion is continuing. It does not, on its own, amount to an annual review of the network. Rather, it documents a phase of growth between July and October in two geographically distant locations.

Small and medium-sized towns in the brand’s strategy

The choice of Marsala fits an approach the chain outlined in October 2024. At that time, Bricocenter identified franchising as its main route into towns where a directly operated Adeo group store would not have made economic sense. The group also includes Leroy Merlin and Tecnomat.

Under this approach, franchising is not simply a way to increase the number of locations. It allows the brand to expand in selected areas through partnerships with local operators, as a distinct alternative to opening directly managed stores.

Small and medium-sized towns are therefore an explicit part of the plan. The Marsala opening confirms that this approach is continuing, following the two Faenza launches. The link between strategy and new locations is the central point: a programme announced in previous years continues to take shape through franchised stores.

National targets and checks for prospective franchisees

In 2024, Bricocenter set two targets: at least ten openings a year and a network of 100 franchised stores in Italy. In July 2025, its 13th franchisee joined the network in Siena. These figures describe, respectively, its growth ambitions and an earlier milestone, not the network’s updated total following the Marsala opening.

Anyone considering a franchise should keep these distinctions in mind. A national target indicates the brand’s chosen direction; a store launch confirms an opening has taken place. Neither, considered in isolation, establishes the financial viability of a future store in another area.

Practical guidance: anyone considering a venture with the chain should start with its geographical expansion strategy and request discussions about the local catchment area, investment requirements and contractual terms. The Marsala and Faenza openings demonstrate the network’s growth; assessing an individual project requires a dedicated analysis.