General merchandise retailer to change more than 30% of its offer and continue own-brand push with new coloured wallpaper collection.


The significant range review will see the addition of a brand new own-label coloured wallpaper range. The collection, which will be available in store next month, features nine designs, which coordinate with Wilkinsons' existing own-brand paint and home living offer.

The launch forms part of the retailer's ongoing push to grow its own-label proposition. Wilkinson announced a record year for own brand in 2009/10, with sales exceeding £640m. A remarkable 35.9% of all company sales were generated from own-brand products across more than 9,500 skus.

Wilkinson buyer Karen Jefferys said of the new wallpaper launch: "The range name has been kept simple, we've called it 'Wilko wallpaper'. We have carefully designed the range to coordinate with our own label paint and home living ranges from both colour and design point of view."

She added: "We have initially launched 9 SKUs. Three floral (red, plum, black), three stripes (teal, neutral, black), two blossom trails (green, red) and a plain neutral coordinate that works with all 8 SKU's. Our aim is to grow our own label offer allowing our customer to purchase the whole look."


The retailer has also secured a number of new children's licences for wallpaper designs and will offer a selection of new coordinating kids products.

Wilkinson trend manager Liz Davies said: "From a trend perspective its about broadening the range of coordinating inspirational products for our customers to be able to buy into the whole look. We recognise that customers are becoming more experimental in their homes and want to provide them with the tools to create new and exciting rooms... They will find new designs at great prices that are up to date and bespoke to Wilko."

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