Four at once

Founded in 1996, Kiriel is a subsidiary of Avril Group, the French market leader in animal nutrition, operating under the Sanders brand. Kiriel has a network of independent franchise stores located across the country in both rural and suburban areas. The network currently generates a turnover of around 41m euros. Four new locations have been announced since the beginning of the year in Saint-Benoît-du-Sault, Boulazac, Saint-Pardoux-la-Rivière and Mauriac, bringing the total number of locations to almost 100.

A brand new branch has opened at Kiriel Garden Centre in Saint-Pardoux-la-Rivière, Dordogne. Spanning 500 m², the store offers a diverse selection of plants, gardening supplies, pet food and accessories, DIY equipment, clothing, footwear, and a variety of household products.

Kiriel’s success story continues in Saint-Benoît-du-Sault: this is already the second store for the two operators. The two partners already run a store in Queaux. The new 200 m² space caters for both private customers and agricultural professionals, offering Kiriel’s extensive range of products. 

Following the integration of two stores under the Kiriel brand in 2023, another is set to follow in 2024. At the beginning of this year, Agricentre Dumas decided to bring two of its France Rurale stores under the Kiriel brand.

Kiriel in Boulazac-Isle-Manoire, located in western France, has a sales area of 700 m² and a 300  m² greenhouse. The centre offers a selection of plants and gardening items, as well as feed and accessories for dogs, cats, and poultry, along with breeding supplies and a variety of regional products. A particular highlight is the fresh produce department, which sells cheese, cold meats, fruit and vegetables from local producers depending on availability.

The Agricentre Dumas store in Mauriac has been renovated to offer plenty of space for a 320 m² shop, a 300 m² greenhouse and a 150 m² tree nursery. This garden centre offers a wide selection of plants, as well as numerous departments dedicated to gardening, pet food and accessories, and equipment for animal husbandry and chicken farming. The store also offers a wide range of workwear for professionals and private individuals, as well as a department selling regional gourmet produce.