B&Q overhauls own label brands in £12m refresh

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 much more fashion led seasonal approach to products which means that 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 make-over 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.

The chain, part of Kingfisher, reported a modest increase in sales in its latest trading up date. Total sales increased 0.4% in the three months to the end of October, while like-for-like sales ere down by 0.9%.

The retailer has also created a 10-point “Manifesto for Summer” as part of a PR campaign to push its new own brand ranges of summer products and encourage customers to brighten up their homes and gardens.

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.



Case study: Manchester City & Electronic Arts

Michael Barnett

The marketing partnership between football club Manchester City and games developer Electronic Arts (EA) is one with an unusual level of collaboration. The relationship is so deeply integrated into both businesses that EA now employs two people dedicated solely to producing content for the club using its software. Examples include a virtual launch of the […]


    Leave a comment