Essential reading for retailers and suppliers in the home improvement market

Focus brings new format to market

Published: 3 July 2008
Focus DIY has introduced a new format for its stores starting with a new build in the market town of Wantage, Oxfordshire.
Focus brings new format to market
The 21,000 sq ft store, which its brand director Richard Bird described as a "stepping stone" opened in late June and has its eyes firmly set on a defined group of residential shoppers.

The development is the result of many months' work, under the title Project Genesis, which will see Focus open new stores in this format up to Spring 2009 when it will be trading at 'optimum strength'.

Mr Bird described the store as the "first physical manifestation of the renewed brand" - a brand which, in his own words, had become tired and unloved by consumers and staff.

The store has shop-in-shop formats under headings such as Hardware, Lighting, and Internal Decoration around a central area to highlight new and seasonal goods.

Focus has also replaced its yellow and blue logo with a lime green and blue one.

Its next store openings will be at Pontardawe in Wales next month, followed by Harrogate in the autumn.

Full store review in July 18 issue


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