European leading decoration and construction material retailer B&Q will open more than 100 chain stores in China by the end of 2010, the company source said.

This piece of information was brought by Mark Ladham, general manager of B&Q China, at the opening ceremony of the decoration giant's ninth chain store in Shanghai.

The Jinqiao chain store was opened after B&Q took over the Germany-based decoration corporation OBI's business in China last year.

Ladham said B&Q adjusted its purchasing platform, redistributed the corporation's human resources and reorganized the product display in stores when they completed the merger of OBI China.

He said B&Q has quickened its marketing strategy adjustment and will attach greater importance to the market of soft decoration, like furniture.

This shows B&Q's localization strategy in China, said Ladham.

B&Q opened its first chain store in Shanghai in June, 1999. By the end of 2005, it had 48 stores in China's eight cities.

Source: Xinhua