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"The idea is to be close to city centre sites, targeting tradesmen and small builders with less than five or six employees. They are doing a lot of work on renovating and refurbishing houses and shops in the centre of town."

The first LoxamCity branch opened in the Bastille area of Paris in November last year. More will follow.Patrick Rizzo, Loxam's director of marketing, on the company's new LoxamCity concept.

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