Homeware and furniture retailer, Dunelm Group, has taken the unprecedented step of approaching Amtech, to run a DIY trial in 40 of its stores.
Dunelm’s new venture is a game changer for the DIY industry, as the retailer is keen to position itself as a one-stop shop for consumers’ home improvement projects. The 171-strong retail chain already carries bedding, curtains, furniture, beds and mattresses, as well as home accessories, small electricals and cookware.
The trial will be live in 40 stores in time for Easter and will be supported with Amtech DIY branded signage to drive footfall to the fixture and reinforce the three-year product guarantee. The trial will be featured on a 1m bay in the power-aisle and will essentially consist of 48 core light-side DIY SKU’s.
The deal is a major coup for Amtech, a DK Tools brand, as it continues in its pursuit of addressing the generational skills gaps with a consumer-friendly brand and product proposition. Amtech national accounts manager Chris Mahon said of the deal: “Dunelm approached us to provide a bay of essential DIY items for their shoppers. This is a very exciting development and a mutually-beneficial opportunity that will no doubt appeal to Dunelm’s core customer base.”
The DIY trial is also part of its strategy to enhance the destination appeal of Dunelm and "create new reasons for customers to shop" with the chain, as it continues to integrate Kiddicare lines and Pausa cafes into its stores to increase its offering and improve customer experience.