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B&Q will shortly unveil a new range aimed entirely at attracting a market of 25 million over-fifties.
The range comprising 450 products, which will be doubled to 900 by the end of the year, will be identified under a new 'Can Do' label.
The extensive range, for older or infirm shoppers, includes easy-grip electric plugs, garden equipment with ergonomic handles, and remote control overhead extractor fans for kitchens.
The logo will be displayed on shelf edging.
The move follows work with the Disabled Living Foundation, who has accredited many of the products on offer, and worked with B&Q in product selection.
In a separate move, B&Q recently announced it will be supporting Help the Aged in a wide range of initiatives – from skills sharing and fundraising to campaigning on the Lifetime Homes standard, an initiative to make newly-built homes adaptable to the needs of old, and disabled people.
Claire Finch, B&Q's community social responsibility co-ordinator, said: "We have a number of similar priorities in the area of diversity and we know we can share ideas and support each other to ensure a positive future for our older customers and colleagues."