Retailer plans to redefine its home assortment and bring decorating ranges and home accessories together to create a one-stop shop, complete with room sets and 'create the look' cards in store.


Homebase has undertaken its biggest ever range review in home, introducing 2,000 new products to its assortment, and revamping the home department in 100 of its stores.

Talking to DIY Week at the BHETA 'Drive for Growth' initiative last week, Homebase head of trading, homewares, Andrew Carnie set out the retailer's new strategy: "Home within Homebase has always been big but without really knowing what it was... What we have done over the past 18 months is redefining it. We have said home should be more decorating-led."

He explained that research carried out by the retailer revealed that customers view decorating a room as a whole project, from paint and lighting to soft furnishings and tabletop. The new initiative, 'finishing touches' features instore room sets to inspire customers, with colour and trend-led themes across a number of categories, including cookshop, decor, textiles, lighting and window furnishings. 'Create the look' cards also complement each theme.

"We have never done that before. It's always been that each category is different," says Mr Carnie. "Decorating is the core of our business, and we have moved home into decorating. It's now much more of a coordinated range."

By grouping these categories together on the shopfloor, Homebase, which defines itself as a home enhancement retailer, hopes to provide everything a customer would need to complete a finished look in just one location.

It is hoped the new-look home department will be rolled out to the rest of the Homebase chain. DIY Week visited the the Milton Keynes branch just two weeks into its revamp. Read more in the September 23 issue.

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