The next step in Bira membership for hardware and DIY businesses
Mica is a unique co-operative group of independent retailers, who work together for mutual benefit. For over 25 years they have sought to drive down the costs of marketing their businesses by working collectively, driving up their margins by buying collectively, and gain the edge on their competitors by sharing ideas and thinking collectively.
The co-operative was founded as a marketing group; out of the BHF, a forerunning to Bira; to solve a question many independents had asked for years. How do individual retailers market their businesses professionally and affordably, with the biggest brand names backing it? The answer since 1996 has been, Mica!
Every year it produces millions of consumer brochures per annum; largely delivered by the Royal Mail, available any month of the year to suit its retailer businesses. These brochures are 100% retailer selected, and supported by digital assets and instore Point of Sale materials featuring products from many of the biggest brands in the DIY/home & garden sector.
As a division of the Bira group since 2019, Mica also has the extra strength of the much larger British Independent Retailers Association, locking in access for its members to all the benefits of Bira membership.
Member Benefits
A unique proposition only available to hardware, DIY & garden retailers, Mica is well suited to both established businesses looking for the next step in a new direction, and new retail setups seeking extra guidance.
Some of the unique benefits of Mica membership include:
- Best in sector customised consumer advertising, including brochure, PoS & digital assets
- Regular in-store retail support visits & communication from our Retail Managers
- Dividend payments, to co-operative shareholders on annual group profits
- Exclusive rebates each year, both paid on membership participation and individual targets with specific brands, increasing retail margins
- Centrally managed e-commerce website www.diy.coop potential revenue
- White label website scheme with optional ecommerce linkage with own EPOS system, perfect for bricks & mortar retailers wanting a click & collect website solution
- Exclusive Mica suppliers & terms through its own buying group
- Free custom marketing including loyalty card scheme, customised PoS upon request
- Regular exclusive Mica events, in all four corners of the UK including supplier visits
- Retailer selected & price set consumer promotions, and exclusive retailer promotions
And these are added to the mix of everything you benefit from with Bira membership.
Mica is proud to not charge a membership fee. There is a one-off investment (which can be made as a single payment or by direct debit instalment) which forms the basis of retailer co-operative voting share and equity stake, which determines your ability to receive dividend payment.
This share investment is redeemable, subject to board approval (based on good faith membership) and no member can hold more than a fixed number of these shares.
After that there are no ongoing fees to be part of Mica other than your Bira membership.
The benefits of this form of membership are the closer relationship of Mica's co-operative members, meaning a more tailored personal service to Mica’s selected number of retailers.
The shared sense of purpose has down the years led many to become friends, as they work together to market their businesses, beating back whoever the latest entrant is into the DIY marketplace, knowing that together it’s easier and cheaper than they’d be able to individually.
Mica is open to any business that sells hardware / DIY / garden products to the general public.
You must have at least one bricks and mortar business (or plans to open one) to apply, Mica is not open to internet-only traders, although many of our retailer members have e-commerce enabled stores.
You don’t have to be an existing Bira member to join Mica, we welcome all stores, you’ll become a Bira member when you join Mica on a special 12 month deal if you are not already a member.
All applications are subject to our approval process, including right of refusal by another Mica member if the store falls within their catchment area.
Mica has built into its co-operative constitution a strong respect for its existing members, whether they have joined six months or sixteen years ago. No existing members' rights shall be placed at a disadvantage by a new member so long as they follow Mica’s membership terms.
We hope this gives you the confidence that should you join the group, you could trust Mica to look after your interests too.
If you’d like to learn more, please complete the contact form. If you’re unsure if your business would qualify for membership, why not call Mica today for an informal chat on 01785 825 910.