B&Q overhauls own label brands in £12m refresh
Published: 23 January, 2012
LONDON: B&Q has unveiled a raft of new own label brands as part of a £12m investment to improve its products, stores and brand.
Katherine Paterson, B&Q's marketing director, says that the chain is taking a fashion-led seasonal approach to products and each season it will have a range of new products launching under the own label brands.
It will then peg more seasonal marketing communications on the regularly seasonal refresh of products.
In the spring, B&Q will relaunch its 4,000 strong gardening range including plants and accessories under the new brand name Verve.
Its décor department will receive a makeover with the introduction of the Colours home interiors brand in the summer that aims to offer affordable interiors to suit all tastes.
B&Q will also use new store designs and low level shelving to better merchandise its home décor department in what Paterson says is "more inspirational, less functional" that the rest of its store layouts.
B&Q will also extend its power tools brand MacAllister into garden machinery such as mowers and hedge trimmers and introduce 800 new products to the Blooma range of garden furniture, barbeques, planters and outdoor decorations, which launched last year.
B&Q is also making improvements to its training and customer service at the same time as extending its Do it Yourself advice classes to encourage people to learn DIY skills.