Rafael Suela, from Bricosoriano: “Astigarraga Kit Line was our first kit furniture supplier”

Making people’s lives and daily living easier. It was with this conviction that Bricosoriano was created, a small decoration shop almost 60 years ago in the La Vaguada Shopping Centre in Madrid. Gradually, others were opened in Coslada, Calle Alcalá and Carabanchel and the business gradually shifted towards the world of DIY. In total, three shops, plus the e-Commerce side which, within the DIY and tools sector, have always sought to solve many of the small daily obstacles in a home, office or business in the simplest and most immediate way.  

Since its early days, the company has focused on providing “useful and practical products”, always based on “proximity, familiarity and excellent customer service”, its infallible added value. With a consolidated presence in the online channel, we spoke to Rafael Suela, general manager of Bricosoriano, for whom Astigarraga Kit Line was their first kit furniture supplier. Together from the beginning, Suela highlights our company’s ability to adapt to the needs of consumers and the modernisation of its catalogue. The two companies are united by an unwavering commitment to sustainability and quality.

-Could you tell us about the beginnings of Bricosoriano?

-Bricosoriano, formerly Soriano, was founded by my father back in 1967. It was a very small shop dedicated to decoration and then, over time, it moved towards DIY. My father was a person with a vision for the future, who set up the first DIY shop in Madrid, and probably in Spain. I remember that they called us crazy for selling packaged screws and there were practically no suppliers for self-service, it was a difficult time, but also as the saying goes ‘he who gives first, gives twice’.

-What factors do you think contributed to the initial success of that small shop?

-There are two fundamental key factors: the first is customer service, we have always tried to attend to our customers very well and adapt to their needs, we looked for every product they asked for and we found it. Nowadays everything is done on a mass scale and is easier, but in the beginning it was very complicated. The second factor has involved the services we provide beyond DIY: panel cutting, workshop, home service, made-to-measure furniture, etc. Our goal has always been to meet the requirements of our customers.

-What makes Bricosoriano different?

-Sincerely, what makes us different is the treatment and affection we try to show our customers, we try to solve their problems and help them, this is what we have been trying to do for more than 55 years and our greatest satisfaction is that our customers seek us out and value it positively.

-What is the main line in your multi-product store? What are Bricosoriano’s most popular products and solutions?

-We currently have the widest variety of products in the shop on Calle Alcalá. And the most requested solutions are our home handyman service, we do almost everything, from putting in a light bulb, mounting an electronic lock, making a custom-made piece of furniture with the personalisation sought by the customer, to complete refurbishments. Our customers know that they can find what they need with the confidence that comes from years of experience.

-What do you look for when selecting suppliers and how do they fit in with your project and philosophy?

-That they have the same values as Bricosoriano, that they care about their customers and know how to satisfy their needs. More than suppliers, we consider them as collaborators or friends, we have been working with them for more than 40 years and during all this time, like all companies, we have gone through better and worse times, and they have always been there, always supporting and helping us. Approximately 20 to 25 employees have been with us since the beginning, they knew our father and the relationship with them is one of our most important values. Among them, there are suppliers such as Astigarraga, which has been with us from the beginning.

-When did you make the jump to e-commerce? What led you to make this decision?

-More than 10 years ago we started with e-commerce, the decision was clear, either you adapt or you disappear, it is a complicated and changing world and the level of competition is exponential to that of physical shops.

It was clear that you have to adapt to the times and so did our father, who started with wallpaper and ended up specialising in flooring. With the type of commerce, it is the same, we all know that whoever is not on the internet does not exist. Also, during this decade we have been transforming in e-commerce and now come months or years of big changes with the emergence of artificial intelligence. At Bricosoriano, we are trying to adapt to all these changes and we are working on it.

-What impact has e-commerce had on your business?

-The impact is increasing as the world of commerce has been transformed. Many products are now sold via e-commerce, more than in physical shops, and the trend is for this to increase. It has presented us with challenges, adapting to the new product or service needs of our customers, but the main thing is always to satisfy them and serve them in the best possible way.

The fact that we also have physical shops helps the consumer a lot, it gives them extra confidence, as they know that in the face of any “problem” that may arise, they can go to our establishments.

Nowadays internet fraud is a big problem, there are many “ghost” companies that you buy from and there is no one behind them who can help you or answer your questions. Bricosoriano offers this confidence to the consumer, who, in addition to buying online can go to the shop or use the phone and talk to our customer service or use WhatsApp, we solve all the doubts or questions you may have.

-Based on your experience, what are the strong points of Astigarraga Kit Line as a supplier? Why do you place your trust in us?

-Astigarraga has been with us since our beginnings and was and is our first furniture kit supplier. We believe that the trajectories of Bricosoriano and Astigarraga have gone hand in hand over the years. Undoubtedly one of Astigarraga’s strong points is that they adapt to the times we live in, it has adapted to consumer needs at all times and has been modernising its catalogue, reaching a wide variety of audiences. In addition, the quality, price and guarantee of the products you offer gives us a lot of confidence and this is demonstrated by the numbers.

-What are the products you would highlight from Astigarraga Kit Line?

-From Astigarraga Kit Line I would highlight our shelves, which are our customers’ favourites. In our shops they tell us how easy it is to combine them and personalise spaces in their homes. Customers generally come back for different models on more than one occasion, and appreciate the options they have when it comes to arranging their home and the flexibility they have with regard to adapting them to different spaces.

-If you had to define AKL in one sentence…

-Pine wood furniture, which is resistant and that enables the organisation of spaces in an easy, practical and modern way.

-What support does Astigarraga Kit Line offer you on a daily basis? How does it help you?

-It helps us to offer practical alternatives for our customers when it comes to decorating and arranging their home.

-With regard to sustainability and the environment. From your perspective, to what extent are these issues essential when selecting new products to offer to hardware and DIY shops?

-Nowadays society is very aware of this issue and we all have to help and collaborate, we know that it is a reality today and that it is the way to contribute to a better future. When I buy a product I look at how it is made, where it is made and from what, so I know what I am selling, it is important.

-How do you see the DIY industry in Spain? How do you think the home improvement and DIY universe has evolved?

-The do-it-yourself industry in Spain is currently a powerhouse, it has grown and developed enormously over the last 15 years, with a large DIY centre opening every day and the large multinationals eating into the smaller companies. Nevertheless, there is room for everyone in the market and we are of the opinion that everyone can and should get along with each other.

The evolution of DIY products has been impressive, nowadays anyone who has the time can build a house, from the foundations to the roof by DIY, the advances in this world have been spectacular, we have everything and we also have an infinity of good and innovative suppliers, who are always thinking about how to improve products and thus achieve customer satisfaction.

-What are the plans of Bricosoriano for the future?

-We are currently in a phase of structural and technological change, we like to go slowly but surely, we will go little by little, maintaining the values with which Bricosoriano was created and trying to improve on everything, always referring to our customers as we move forward.