Fashion and homewares retailer Matalan is going head on with B&Q and Homebase with a launch into the home improvement market.
The offer is online only, for which the company has created a new website, Matalan Direct, and initially focuses on bathroom products - furniture, baths, showers, taps, sinks and toilets.

However, Matalan says it will introduce more products in due course, building a home improvement offer to compete with B&Q, Homebase and Wickes.

Along with the product offer the website will provide helpful articles for shoppers.

Said Matalan managing director Jason Hargreaves: "We're looking to cater for Matalan's existing 12.5m customer base, who are already highly engaged by the brand's successful and fast-expanding homeware offering.

"By opting for an online platform, Matalan Direct will be able to offer an ever-expanding range of products without the restrictions of in-store on-boarding constraints.

"Our target is to give customers maximum choice and convenience whilst remaining affordable, which is why our range will retain our value price point but will also offer options to suit any budget."

He said that Matalan Direct "feels like a very natural expansion for Matalan and its positioning will complement our Made for Modern Families proposition".