Dulux links up with Homebase

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J Sainsbury’s DIY chain Homebase has linked up with ICI Paints’ Dulux brand to test launch an interior design service in a new London store.

The first Dulux Design Studio will be located at the Homebase store in London’s Finchley Road, which opens on November 13. It will be tested in more stores next year.

The studio will offer paints from the Dulux Language of Colour scheme along with carpets, fabrics and wallpaper. It covers an extensive 890 sq ft area and will employ specially trained staff to help customers choose colour schemes.

Nick Bedlow, project manager for ICI Paints, says: “Our consumer research has shown it to be one of the most popular concepts we have launched. The challenge for us is to ensure its commercial success, which is why we are initially launching it on a trial basis only.”

There are four sections in the Studio. Customers can use a “roller wall” to mix and match paints, wallpapers, borders and carpets on moveable drums.

There will be books of fabric swatches and samples of wall coverings with tips by interior designers.

A touchscreen computer indicates how the chosen scheme will look. Shoppers can take home a portfolio pack with decorating samples.

Dulux Design Studio is exclusive to Homebase at the moment, but Dulux could take this new format to other retailers in the future.

News Analysis, page 22

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