Homebase has fired back at rival B&Q with its own series of price-led adverts.
B&Q's recent TV and print ad campaign, as reported in DIY Week at the beginning of this month, claimed that the retailer was cheaper than Homebase on 90% of its decorating products.
In press ads launched last Friday, Homebase said it is cheaper than B&Q on 1,016 interior decorating products, highlighting products from Dulux, Crown and Hammerite.
Homebase marketing director Ajay Kavan said: "It is not our intention to start a price war in a challenging marketplace. However, we will ensure that we offer our customers good value through competitive prices and our own compelling proposition, which includes Nectar points and our own exclusive ranges. What the competition chooses to do is up to them."