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DIY Retailing - Europe - May 2015

This report series looks at the DIY sector in the five largest Western European countries – the UK, France, Germany, Italy, and Spain.

The data in its entirety is contained in the single copy five-country report. Single country reports are also available for the UK, France, Germany, Spain and Italy.

The DIY market is much more diverse than a simple definition of core DIY products, and the market, as it exists at the moment, reflects the product offer of the major DIY superstores rather than that of a small edge-of-high-street hardware shop.

In each country we provide:

  • a Mintel market size estimate
  • annual sales data and forecasts for the specialists sector
  • sales and outlet figures for the leading specialists as well as market shares
  • And for each country we provide data on participation in the online channel.

Our exclusive consumer research spans all five countries. In each of these markets, we asked consumers:

  • Which retailers they had bought DIY goods from in the last 12 months, and whether this was online or in-store.
  • What DIY jobs they had carried out over the last year and what they planned for the coming year.
  • Additional questions were asked to consumers for the UK report.

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Table of contents

  1. Introduction – Europe

    • A retail creation
      • Consumer questions
        • Report scope and technical notes
          • Defining DIY
            • Definitions – Mintel’s market size
                • Figure 1: Categories included in Mintel’s market estimate, 2015
              • Retail sector
                • Financial definitions
                  • VAT
                    • Figure 2: European VAT rates. 2010-2014
                  • Abbreviations
                    • Country codes
                    • Executive Summary – Europe – The Market

                      • Key points
                        • Consumer spending
                          • Mintel market size
                            • Figure 3: Europe: Mintel’s estimated market size, incl VAT, by country, 2014
                            • Figure 4: Europe: National DIY markets compound growth rate (%), 2009-2014
                            • Figure 5: Europe: Mintel’s estimated DIY market size, 2010-14
                          • Spend per capita
                            • Figure 6: Europe: Spending on DIY goods per capita, incl VAT, 2014
                          • Housing tenure
                            • Figure 7: Europe: Percentage of home owners by country, 2013
                            • Figure 8: Europe: Change in proportion of people renting their home, 2009-2013
                          • DIY retailers’ sales
                            • Figure 9: Europe: DIY retailers sales (ex-VAT), 2010-2014
                            • Figure 10: DIY retailers forecast sales (ex-VAT), 2015-2019
                            • Figure 11: Europe: DIY retailers sales growth (ex-VAT), 2010-2014 and 2014-2019
                          • Leading specialists: Financials and outlets
                            • Figure 12: Europe: Top 20 DIY retailers, sales, 2012/13-2014/15
                            • Figure 13: Europe: Top 20 DIY retailers, outlets, 2012/13-2014/15
                            • Figure 14: Europe: Top 20 DIY retailers, sales per outlet, 2012/13-2014/15
                          • What we think
                            • Urbanisation
                              • Ageing population
                                • North – South divide
                                  • Prices
                                    • Online
                                      • Reversing trends
                                      • Executive Summary – Europe – The Consumer

                                        • Key points
                                            • Figure 15: Europe: Usage of Specialists, Non-specialists and Market leader, March 2015
                                            • Figure 16: Europe: Usage of online and in-store, March 2015
                                          • DIY done in the last year
                                              • Figure 17: Continental Europe: Home improvements, carried out in the last year, March 2015
                                            • Planned DIY
                                                • Figure 18: Continental Europe: Home improvements, plans for coming year, March 2015
                                              • Market drivers
                                                  • Figure 19: Continental Europe: Key factors in choosing a DIY store, March 2015
                                              • Executive Summary – Europe – Launch Activity and Innovation

                                                • Till-point screens running marketing promotions
                                                  • Hornbach compact
                                                    • New retail concept for Praxis
                                                      • DIY equipment rental platform
                                                        • Community platform to promote DIY
                                                          • Workshops with cutting-edge equipment
                                                            • Online retailer expands into DIY
                                                            • France

                                                              • Executive Summary
                                                                • Spending and inflation
                                                                  • Figure 20: France: Mintel estimate of DIY market size, 2010-15 (f)
                                                                  • Figure 21: France: Consumer price inflation on DIY related categories, annual % change, 2010-Mar 2015
                                                                  • Figure 22: France: Spending on DIY as % of all consumer spending, 2009-14
                                                                • Sector size and forecast
                                                                  • The leading specialists
                                                                    • Figure 23: France: Leading specialists’ share of all DIY retailers’ sales 2014
                                                                  • Online
                                                                    • Figure 24: France: The consumer: Type of retailer used for online DIY purchases in the past 12 months, February 2014
                                                                  • The consumer: Where they shop
                                                                      • Figure 25: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
                                                                    • The consumer: Shopping habits and attitudes
                                                                      • Figure 26: France: The consumer: Market drivers, March 2015
                                                                    • What we think
                                                                      • Issues and Insights
                                                                        • What is the future for online in DIY retail?
                                                                          • The facts
                                                                            • The implications
                                                                              • Is consolidation on the cards?
                                                                                • The facts
                                                                                  • The implications
                                                                                    • Consumer spending and inflation
                                                                                      • Key points
                                                                                        • Mintel DIY market size
                                                                                            • Figure 27: France: DIY products – the Mintel market size (incl. VAT), 2009-15
                                                                                            • Figure 28: France: DIY products market size breakdown, 2014
                                                                                          • DIY-related spending categories
                                                                                              • Figure 29: France: Consumer spending on DIY-related categories (incl. VAT), 2009-14
                                                                                            • Inflation
                                                                                              • Figure 30: France: Harmonised indices of consumer prices for DIY-related categories – Annual % change, 2010-14
                                                                                              • Figure 31: France: Harmonised indices of consumer prices for DIY categories – Annual % change, DIY categories, Jan 2014-Mar 2015
                                                                                              • Figure 32: France: Harmonised indices of consumer prices for DIY categories – Annual % change, DIY categories, Jan 2014-Mar 2015
                                                                                            • Economy and Consumer Confidence
                                                                                                • Figure 33: France: Consumer and retailer confidence levels, January 2014-April 2015
                                                                                              • Specialists sales and forecasts
                                                                                                • Key points
                                                                                                    • Figure 34: France: DIY retailers’ sales (excl. VAT), 2010-15
                                                                                                    • Figure 35: France: DIY retail sales forecasts (excl. VAT), 2015-19
                                                                                                  • Leading specialists – financials and outlets
                                                                                                    • Key points
                                                                                                      • A concentrated sector
                                                                                                        • Groupe Adeo to retain top spot as Castorama/Mr Bricolage deal flounders
                                                                                                          • Change ahead for Kingfisher
                                                                                                            • Adeo/Leroy Merlin has many strengths
                                                                                                              • Innovations
                                                                                                                  • Figure 36: France: Leading DIY specialists: Sales, 2011-14
                                                                                                                  • Figure 37: France: Leading DIY specialists: Outlet numbers, 2011-14
                                                                                                                  • Figure 38: France: Leading DIY specialists: Sales per store, 2012-14
                                                                                                                • Market shares
                                                                                                                  • Figure 39: France: Leading DIY specialists: share of all DIY retailers’ sales, 2011-14
                                                                                                                • Online
                                                                                                                  • Key points
                                                                                                                    • 24% of consumers shop online
                                                                                                                      • Figure 40: France: The consumer: type of retailer used for online DIY purchases in the past 12 months, February 2014
                                                                                                                    • The online shopper
                                                                                                                      • Figure 41: France: Online purchasing, 2009-14
                                                                                                                    • Online provision
                                                                                                                      • Figure 42: France: Major Online retailers of DIY and DIY related categories, 2015
                                                                                                                    • Online visitor numbers
                                                                                                                      • Figure 43: France: Visitor data for major DIY retail websites, September 2014
                                                                                                                    • The consumer – Where they shop
                                                                                                                      • Key points
                                                                                                                        • What we asked
                                                                                                                          • Leroy Merlin: a convincing lead
                                                                                                                              • Figure 44: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
                                                                                                                            • Online and offline
                                                                                                                              • Figure 45: France: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
                                                                                                                            • Trend data: 2013-2015
                                                                                                                              • Figure 46: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
                                                                                                                            • More men than women
                                                                                                                              • Figure 47: France: The consumer: Where bought in the past 12 months, in-store or online, by gender, March 2015
                                                                                                                            • Target market the older shopper
                                                                                                                              • Figure 48: France: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
                                                                                                                            • The consumer – Shopping habits and attitudes towards DIY
                                                                                                                              • Key points
                                                                                                                                • What we asked
                                                                                                                                  • Level of home maintenance/improvement in the last year
                                                                                                                                    • Figure 49: France: The consumer: Shopping habits in the past year, March 2015
                                                                                                                                  • 35-44s target audience
                                                                                                                                    • Figure 50: France: The consumer: Those undertaking light home improvement tasks, by age, March 2015
                                                                                                                                    • Figure 51: France: The consumer: Those undertaking light home improvement tasks by where they shop, March 2015
                                                                                                                                  • DIY/home improvement plans over the next 12 months
                                                                                                                                    • More people plan to do DIY themselves than hire tradesmen
                                                                                                                                      • Figure 52: France: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
                                                                                                                                    • More men than woman plan to undertake home improvements
                                                                                                                                      • Figure 53: France: The consumer: Those planning to buy and do the job themselves in the next 12 months, by gender and age, March 2015
                                                                                                                                    • Areas of spending in the next 12 months
                                                                                                                                      • Figure 54: France: The consumer: Areas of spending in the next 12 months, March 2015
                                                                                                                                    • Investing in the home
                                                                                                                                      • Figure 55: France: The consumer: Areas of spending in the next 12 months, by age group, March 2015
                                                                                                                                    • Market drivers
                                                                                                                                      • Price is the most important driver
                                                                                                                                          • Figure 56: France: The consumer: Market drivers, March 2015
                                                                                                                                        • Drivers vary by where people shop
                                                                                                                                          • Figure 57: France: Most important market drivers, by where they shop, March 2015
                                                                                                                                      • Germany

                                                                                                                                        • Executive summary
                                                                                                                                          • The market
                                                                                                                                            • Figure 58: Germany: Mintel estimate of DIY market size, 2010-15
                                                                                                                                            • Figure 59: Germany: Consumer and retailer confidence levels, January 2014 – April 2015
                                                                                                                                          • The specialists sector
                                                                                                                                            • Figure 60: Germany: Leading specialists share of all DIY specialists’ sales, 2015
                                                                                                                                          • The leading specialists
                                                                                                                                            • Online
                                                                                                                                              • Figure 61: Germany: Retailers DIY goods bought from online in last 12 months, March 2015
                                                                                                                                            • The consumer: where they shop
                                                                                                                                              • Figure 62: Germany: Outlets used to buy DIY goods, March 2015
                                                                                                                                            • The consumer: shopping habits and attitudes
                                                                                                                                              • Figure 63: Germany: The Consumer: Relative importance of key factors in choosing where to shop for DIY goods, 2015
                                                                                                                                              • Figure 64: Germany: DIY plans for 2015/16
                                                                                                                                            • Major projects planned
                                                                                                                                              • What we think
                                                                                                                                                • Issues and Insights
                                                                                                                                                  • What is the outlook for DIY retailers?
                                                                                                                                                    • What we’ve seen
                                                                                                                                                      • Implications
                                                                                                                                                        • So is the DIY Superstore in terminal decline?
                                                                                                                                                          • What we’ve seen
                                                                                                                                                            • Implications
                                                                                                                                                              • Consumer spending and inflation
                                                                                                                                                                • Key points
                                                                                                                                                                  • Mintel DIY market size:
                                                                                                                                                                    • Figure 65: Germany: DIY products – the Mintel market size (incl. VAT), 2010-15
                                                                                                                                                                    • Figure 66: Germany: DIY products, market size breakdown, 2014
                                                                                                                                                                  • DIY-related spending categories
                                                                                                                                                                      • Figure 67: Germany: Consumer spending on DIY-related categories (incl. VAT), 2010-14
                                                                                                                                                                    • Inflation
                                                                                                                                                                      • Figure 68: Germany: Consumer prices: Monthly % change, DIY categories, 2014-15
                                                                                                                                                                      • Figure 69: Germany: Consumer prices index: Annual % change, DIY categories, 2010-14
                                                                                                                                                                    • Economy and Consumer Confidence
                                                                                                                                                                      • Figure 70: Germany: Consumer and retailer confidence levels, January 2014-April 2015
                                                                                                                                                                    • Specialists sales and forecasts
                                                                                                                                                                      • Key points
                                                                                                                                                                        • Praktiker’s disappearance leaves its mark on sector sales
                                                                                                                                                                          • Figure 71: Germany: DIY retail sales (excl. VAT), 2010-15
                                                                                                                                                                          • Figure 72: Germany: DIY retail sales forecasts (excl. VAT), 2015-19
                                                                                                                                                                        • Leading specialists – Financials and outlets
                                                                                                                                                                          • Key points
                                                                                                                                                                            • OBI and Bauhaus lead the way…
                                                                                                                                                                              • …and full steam ahead for Hornbach, Toom and Hagebau
                                                                                                                                                                                  • Figure 73: Germany: Leading DIY specialists, sales, 2011-14
                                                                                                                                                                                  • Figure 74: Germany: Leading DIY specialists: Outlet numbers, 2011-14
                                                                                                                                                                                  • Figure 75: Germany: Leading DIY specialists: Sales per outlet, 2011-14
                                                                                                                                                                                • Market shares
                                                                                                                                                                                  • Figure 76: Germany: Leading DIY specialists: share of all DIY specialists’ sales, 2012-14
                                                                                                                                                                                • Online
                                                                                                                                                                                  • Online still very small for the DIY retailers
                                                                                                                                                                                    • Figure 77: Germany: Retailers DIY goods bought from online in last 12 months, March 2015
                                                                                                                                                                                  • Germany lags in household goods online
                                                                                                                                                                                    • Figure 78: Germany: Online purchases, 2009-14
                                                                                                                                                                                  • Online provision
                                                                                                                                                                                    • Figure 79: Germany: Leading DIY retailers’ online provision, 2015
                                                                                                                                                                                  • Online visitor numbers
                                                                                                                                                                                    • Figure 80: Visitor data for major DIY retail websites, September 2014
                                                                                                                                                                                  • The consumer – Where they shop
                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • What we asked
                                                                                                                                                                                        • Specialists dominate
                                                                                                                                                                                          • Figure 81: Germany: Outlets used to buy DIY goods in last 12 months, March 2015
                                                                                                                                                                                          • Figure 82: Germany: Shoppers at the leading specialists, 2013-15
                                                                                                                                                                                          • Figure 83: Germany: Profile of store customers by age and income, March 2015
                                                                                                                                                                                        • Age profile and DIY shoppers
                                                                                                                                                                                          • Figure 84: Germany: Proportion of each age group that shopped at specialist or non-specialist stores for DIY goods in the last 12 months, March 2015
                                                                                                                                                                                          • Figure 85: Germany: Proportion of total sample that shopped at specialist DIY store or non-specialist store in the last 12 months, by age, March 2015
                                                                                                                                                                                        • The consumer – Shopping habits and attitudes – Level of home maintenance/improvement in the last year
                                                                                                                                                                                          • Key points
                                                                                                                                                                                              • Figure 86: Germany: The consumer: Shopping habits in the past year, March 2015
                                                                                                                                                                                              • Figure 87: Germany: Profiles of DIYers by the type of work they have done, March 2015
                                                                                                                                                                                            • DIY/home improvement plans over the next 12 months
                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 88: Germany: The consumer: DIY/home improvement plans for 2015/16
                                                                                                                                                                                                  • Figure 89: Germany: The consumer: Profile of those planning Home Improvement work in 2015/16
                                                                                                                                                                                                • Retailers used and DIY done or planned
                                                                                                                                                                                                  • Looking back
                                                                                                                                                                                                    • Figure 90: Germany: The consumer: Usage of DIY stores by type of DIY work undertaken, 2015
                                                                                                                                                                                                  • Looking forward
                                                                                                                                                                                                    • Figure 91: Germany: The consumer: Planned home improvement work by DIY stores used in the last year, March 2015
                                                                                                                                                                                                  • The consumer – Major projects planned
                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                        • Figure 92: Germany: The consumer: Major projects planned, 2015/16
                                                                                                                                                                                                        • Figure 93: Germany: The consumer: Profile of who is planning what improvement. March 2015
                                                                                                                                                                                                      • Market drivers
                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                            • Figure 94: Germany: The Consumer: Relative importance of key factors in choosing where to shop, 2015
                                                                                                                                                                                                            • Figure 95: Germany: The consumer: Market drivers by age, March 2015
                                                                                                                                                                                                          • Market drivers and where shopped
                                                                                                                                                                                                            • Figure 96: Germany: The consumer: Usage of stores by market drivers, March 2015
                                                                                                                                                                                                        • Italy

                                                                                                                                                                                                          • Executive summary
                                                                                                                                                                                                            • Spending and inflation
                                                                                                                                                                                                              • The specialists sector
                                                                                                                                                                                                                • The leading specialists
                                                                                                                                                                                                                  • Online
                                                                                                                                                                                                                    • The consumer: Where they shop
                                                                                                                                                                                                                      • The consumer: Shopping habits and attitudes
                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                          • Issues and insights
                                                                                                                                                                                                                            • Underdeveloped online presence
                                                                                                                                                                                                                              • The facts
                                                                                                                                                                                                                                • The implications
                                                                                                                                                                                                                                  • A focus on light DIY is putting pressure on the specialists
                                                                                                                                                                                                                                    • The facts
                                                                                                                                                                                                                                      • The implications
                                                                                                                                                                                                                                        • Consumer spending and inflation
                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Mintel DIY market size
                                                                                                                                                                                                                                                • Figure 97: Italy: DIY products – the Mintel market size (incl. VAT), 2010-15
                                                                                                                                                                                                                                                • Figure 98: Italy: DIY products market size breakdown, 2014
                                                                                                                                                                                                                                              • DIY-related spending categories
                                                                                                                                                                                                                                                  • Figure 99: Italy: Consumer spending on DIY-related categories (incl. VAT), 2010-15
                                                                                                                                                                                                                                                • Inflation
                                                                                                                                                                                                                                                  • Figure 100: Italy: Consumer prices index: Annual % change, DIY categories, 2010-14
                                                                                                                                                                                                                                                  • Figure 101: Italy: Harmonised indices of consumer prices for DIY-related categories – annual % change, Jan 2014-march 2015
                                                                                                                                                                                                                                                  • Figure 102: Italy: Harmonised indices of consumer prices for DIY-related categories – annual % change, Jan 2014-march 2015
                                                                                                                                                                                                                                                • Economy and consumer confidence
                                                                                                                                                                                                                                                  • Figure 103: Italy: Consumer and retailer confidence levels, January 2014 – April 2015
                                                                                                                                                                                                                                                • Specialists sales and forecasts
                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Small signs of a slow recovery
                                                                                                                                                                                                                                                      • Figure 104: Italy: DIY retail sales (excl. VAT), 2010-15
                                                                                                                                                                                                                                                      • Figure 105: Italy: DIY retail sales forecasts (excl. VAT), 2015-19
                                                                                                                                                                                                                                                    • Leading specialists – Financials and outlets
                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Groupe Adeo leads the market
                                                                                                                                                                                                                                                          • Obi sales stagnate
                                                                                                                                                                                                                                                            • Other retailers are a long way behind
                                                                                                                                                                                                                                                                • Figure 106: Italy: Leading DIY retailers, net revenues, 2012-14
                                                                                                                                                                                                                                                                • Figure 107: Italy: Leading DIY retailers, outlet numbers, 2012-14
                                                                                                                                                                                                                                                                • Figure 108: Italy: Leading DIY retailers, sales per outlet, 2012-14
                                                                                                                                                                                                                                                              • Market shares
                                                                                                                                                                                                                                                                • Figure 109: Italy: Leading DIY retailers, market share, 2012-14
                                                                                                                                                                                                                                                              • Online
                                                                                                                                                                                                                                                                • Italy behind when it comes to e-commerce
                                                                                                                                                                                                                                                                  • Figure 110: Italy: Online purchasing, 2009-14
                                                                                                                                                                                                                                                                  • Figure 111: Italy: Online retailers of DIY and DIY related categories, 2014
                                                                                                                                                                                                                                                                • Possible signs of change
                                                                                                                                                                                                                                                                  • The consumer – Where they shop
                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                      • What we asked
                                                                                                                                                                                                                                                                        • Groupe Adeo dominates the DIY market
                                                                                                                                                                                                                                                                          • Figure 112: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
                                                                                                                                                                                                                                                                        • Online remains underdeveloped
                                                                                                                                                                                                                                                                            • Figure 113: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
                                                                                                                                                                                                                                                                          • Trend data: 2013-15
                                                                                                                                                                                                                                                                              • Figure 114: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
                                                                                                                                                                                                                                                                            • Demographic trends among DIY specialist shoppers
                                                                                                                                                                                                                                                                              • Figure 115: Italy: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
                                                                                                                                                                                                                                                                            • Regional strengths of the specialists
                                                                                                                                                                                                                                                                              • Figure 116: Italy: The consumer: Any bought from selected specialists in the past 12 months, by region, March 2015
                                                                                                                                                                                                                                                                            • The consumer – Shopping habits and attitudes
                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • What we asked
                                                                                                                                                                                                                                                                                  • Level of home maintenance/improvement in the last year
                                                                                                                                                                                                                                                                                    • Basic and light DIY most popular
                                                                                                                                                                                                                                                                                      • Figure 117: Italy: The consumer: DIY work completed in the last year, March 2015
                                                                                                                                                                                                                                                                                      • Figure 118: Italy: The consumer: Profiles of DIYers by type of home improvement, March 2015
                                                                                                                                                                                                                                                                                      • Figure 119: Italy The consumer: DIY work completed in the last year, by age. March 2015
                                                                                                                                                                                                                                                                                      • Figure 120: Italy: The consumer: DIY work completed in the last year, by retailer used, March 2015
                                                                                                                                                                                                                                                                                    • DIY/home improvement plans over the next 12 months
                                                                                                                                                                                                                                                                                      • Most expect to do DIY jobs themselves
                                                                                                                                                                                                                                                                                        • Figure 121: Italy: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
                                                                                                                                                                                                                                                                                      • Demographics of those who plan to do DIY in the next 12 months
                                                                                                                                                                                                                                                                                        • Figure 122: Italy: The consumer: Those planning to buy materials and do the job themselves in the next 12 months, by gender, age and region, March 2015
                                                                                                                                                                                                                                                                                      • Specific areas of spending in the next 12 months
                                                                                                                                                                                                                                                                                        • Even spread across major planned tasks
                                                                                                                                                                                                                                                                                          • Figure 123: Italy: The consumer: Areas of spending in the next 12 months, March 2015
                                                                                                                                                                                                                                                                                        • House size correlation
                                                                                                                                                                                                                                                                                          • Figure 124: Italy: The consumer: Areas of spending in the next 12 months, by household size, March 2015
                                                                                                                                                                                                                                                                                        • Market drivers
                                                                                                                                                                                                                                                                                          • Price the differentiating factor
                                                                                                                                                                                                                                                                                            • Figure 125: Italy: The consumer: Importance of factors when deciding where to buy DIY, March 2015
                                                                                                                                                                                                                                                                                          • Importance by age
                                                                                                                                                                                                                                                                                            • Figure 126: Italy: The consumer: Market drivers, by age, March 2015
                                                                                                                                                                                                                                                                                          • Importance by retailer
                                                                                                                                                                                                                                                                                            • Figure 127: Italy: The consumer: Market drivers, by where they shop, March 2015
                                                                                                                                                                                                                                                                                        • Spain

                                                                                                                                                                                                                                                                                          • Executive summary
                                                                                                                                                                                                                                                                                            • Spending and inflation
                                                                                                                                                                                                                                                                                              • Figure 128: Spain: DIY market as % of all consumer spending, 2010-15
                                                                                                                                                                                                                                                                                              • Figure 129: Spain: Spain: Harmonised indices of consumer prices for core DIY categories – Annual % change,
                                                                                                                                                                                                                                                                                            • Sector size and forecast
                                                                                                                                                                                                                                                                                              • The leading specialists
                                                                                                                                                                                                                                                                                                • Online
                                                                                                                                                                                                                                                                                                  • The consumer: where they shop
                                                                                                                                                                                                                                                                                                    • The consumer: shopping habits and attitudes
                                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                                        • Issues and insights
                                                                                                                                                                                                                                                                                                          • Will consumers start to turn more to advisory services?
                                                                                                                                                                                                                                                                                                            • The facts
                                                                                                                                                                                                                                                                                                              • The implications
                                                                                                                                                                                                                                                                                                                • What are the prospects for non-specialists?
                                                                                                                                                                                                                                                                                                                  • The facts
                                                                                                                                                                                                                                                                                                                    • The implications
                                                                                                                                                                                                                                                                                                                      • Consumer spending and inflation
                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                          • Mintel DIY market size: Returns to growth in 2014
                                                                                                                                                                                                                                                                                                                              • Figure 130: Spain: DIY products – the Mintel market size (incl. VAT), 2010-15
                                                                                                                                                                                                                                                                                                                              • Figure 131: Spain: DIY products market size breakdown, 2014
                                                                                                                                                                                                                                                                                                                            • DIY-related spending categories
                                                                                                                                                                                                                                                                                                                                • Figure 132: Spain: Consumer spending on DIY-related categories (incl. VAT), 2010-15
                                                                                                                                                                                                                                                                                                                              • Inflation
                                                                                                                                                                                                                                                                                                                                • Figure 133: Spain: Harmonised indices of consumer prices for DIY-related categories – Annual % change,
                                                                                                                                                                                                                                                                                                                                • Figure 134: Spain: Harmonised indices of consumer prices for DIY categories – Annual % change, Jan 2014-March 2015
                                                                                                                                                                                                                                                                                                                                • Figure 135: Spain: Harmonised indices of consumer prices for DIY-related categories – Annual % change, Jan 2014-March 2015
                                                                                                                                                                                                                                                                                                                              • Economy and consumer confidence
                                                                                                                                                                                                                                                                                                                                • Figure 136: Spain: Consumer and retailer confidence levels, January 2014 – April 2015
                                                                                                                                                                                                                                                                                                                              • Specialists sales and forecasts
                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                  • Caution the watchword
                                                                                                                                                                                                                                                                                                                                    • Figure 137: Spain: DIY retail sales (excl. VAT), 2010-15
                                                                                                                                                                                                                                                                                                                                    • Figure 138: Spain: DIY retail sales forecasts (excl. VAT), 2015-19
                                                                                                                                                                                                                                                                                                                                  • Leading specialists – Financials and outlets
                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                      • Groupe Adeo leads the market
                                                                                                                                                                                                                                                                                                                                        • Brico Dépôt continues to gain ground
                                                                                                                                                                                                                                                                                                                                          • BriCor focuses on store implants
                                                                                                                                                                                                                                                                                                                                            • Consolidation
                                                                                                                                                                                                                                                                                                                                              • Co-operatives up their game
                                                                                                                                                                                                                                                                                                                                                • Figure 139: Spain: Leading DIY specialists, sales, 2011-14
                                                                                                                                                                                                                                                                                                                                                • Figure 140: Spain: Leading DIY specialists: Outlet numbers, 2011-14
                                                                                                                                                                                                                                                                                                                                              • Market shares
                                                                                                                                                                                                                                                                                                                                                • Figure 141: Spain: Leading DIY specialists: Share of DIY sector sales , 2011-14
                                                                                                                                                                                                                                                                                                                                              • Online
                                                                                                                                                                                                                                                                                                                                                • 34% buy on the internet
                                                                                                                                                                                                                                                                                                                                                    • Figure 142: Spain: The consumer: Where they bought online in the past 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                  • Spain still lags behind European average online
                                                                                                                                                                                                                                                                                                                                                      • Figure 143: Spain: Online purchasing, 2009-14
                                                                                                                                                                                                                                                                                                                                                    • Online provision
                                                                                                                                                                                                                                                                                                                                                      • Figure 144: Spain: Major online retailers of DIY and DIY-related categories, 2015
                                                                                                                                                                                                                                                                                                                                                    • Online visitor numbers
                                                                                                                                                                                                                                                                                                                                                      • Figure 145: Visitor data for major DIY retail websites, September 2014
                                                                                                                                                                                                                                                                                                                                                    • The consumer – Where they shop
                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                        • What we asked
                                                                                                                                                                                                                                                                                                                                                          • Leroy Merlin: commanding pole position
                                                                                                                                                                                                                                                                                                                                                            • Non-specialists play an important role in the market
                                                                                                                                                                                                                                                                                                                                                              • Figure 146: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
                                                                                                                                                                                                                                                                                                                                                            • Online and offline
                                                                                                                                                                                                                                                                                                                                                              • Figure 147: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
                                                                                                                                                                                                                                                                                                                                                            • Trend data: 2013-2015
                                                                                                                                                                                                                                                                                                                                                              • Figure 148: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
                                                                                                                                                                                                                                                                                                                                                            • Little gender bias
                                                                                                                                                                                                                                                                                                                                                              • Figure 149: Spain: The consumer: Bought from a specialist or non-specialist in the past 12 months, in-store or online, by gender, March 2015
                                                                                                                                                                                                                                                                                                                                                            • Buying peaks among 35-44 year olds
                                                                                                                                                                                                                                                                                                                                                              • Figure 150: Spain: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
                                                                                                                                                                                                                                                                                                                                                            • Regional strengths
                                                                                                                                                                                                                                                                                                                                                              • Figure 151: Spain: The consumer: Any bought from selected specialists in the past 12 months, by region, March 2015
                                                                                                                                                                                                                                                                                                                                                            • The consumer – Shopping habits and attitudes
                                                                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                                                                • What we asked
                                                                                                                                                                                                                                                                                                                                                                  • Level of home maintenance/improvement in the last year
                                                                                                                                                                                                                                                                                                                                                                    • A majority of people just doing the basics
                                                                                                                                                                                                                                                                                                                                                                      • Figure 152: Spain: The consumer: Shopping habits in the past year, March 2015
                                                                                                                                                                                                                                                                                                                                                                    • 35-44s target audience
                                                                                                                                                                                                                                                                                                                                                                      • Figure 153: Spain: The consumer: Those undertaking light home improvement tasks, by age, March 2015
                                                                                                                                                                                                                                                                                                                                                                      • Figure 154: Spain: The consumer: Shopping habits in the past year by where they shopped, March 2015
                                                                                                                                                                                                                                                                                                                                                                    • DIY/home improvement plans over the next 12 months
                                                                                                                                                                                                                                                                                                                                                                      • More people plan to DIY than hire tradesmen
                                                                                                                                                                                                                                                                                                                                                                        • Figure 155: Spain: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                                      • More men than women plan to undertake home improvements
                                                                                                                                                                                                                                                                                                                                                                        • Figure 156: Spain: The consumer: Those planning to buy and do the job themselves in the next 12 months, by gender, age and region, March 2015
                                                                                                                                                                                                                                                                                                                                                                      • Areas of spending in the next 12 months
                                                                                                                                                                                                                                                                                                                                                                        • Changing needs and lifestyles
                                                                                                                                                                                                                                                                                                                                                                          • Figure 157: Spain: The consumer: Areas of spending in the next 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                                        • Watching the bills
                                                                                                                                                                                                                                                                                                                                                                          • Investing in the home
                                                                                                                                                                                                                                                                                                                                                                            • Figure 158: Spain: The consumer: Those planning to spend on energy efficiency changes in the next 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                                          • Market drivers
                                                                                                                                                                                                                                                                                                                                                                            • Price is the most important driver
                                                                                                                                                                                                                                                                                                                                                                              • Figure 159: Spain: The consumer: Market drivers, March 2015
                                                                                                                                                                                                                                                                                                                                                                            • Age differences
                                                                                                                                                                                                                                                                                                                                                                              • Figure 160: Spain: Those choosing price as most important driver, by age, March 2015
                                                                                                                                                                                                                                                                                                                                                                              • Figure 161: Spain: Those choosing good choice of products/brands as most important driver, by age, March 2015
                                                                                                                                                                                                                                                                                                                                                                          • UK

                                                                                                                                                                                                                                                                                                                                                                            • Overview – What you need to know
                                                                                                                                                                                                                                                                                                                                                                              • Areas covered in this report
                                                                                                                                                                                                                                                                                                                                                                                • Executive summary
                                                                                                                                                                                                                                                                                                                                                                                  • Positive growth in the specialist market in 2014 – But the leaders continue to underperform
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 162: Total DIY/hardware specialists’ sector size (incl. VAT), 2009-19
                                                                                                                                                                                                                                                                                                                                                                                  • Consumer spending on DIY posts double-digit growth in 2014
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 163: DIY products market size breakdown, 2014
                                                                                                                                                                                                                                                                                                                                                                                  • Market shares – the leaders lose out
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 164: Leading DIY retailers’ market shares, 2013/14
                                                                                                                                                                                                                                                                                                                                                                                  • Where people shop
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 165: Where consumers have bought DIY products in the last year, March 2015
                                                                                                                                                                                                                                                                                                                                                                                  • What DIY products they bought
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 166: DIY shoppers: What they have bought in the last 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                                                  • Consumer attitudes towards DIY
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 167: Attitudes towards DIY stores, March 2015
                                                                                                                                                                                                                                                                                                                                                                                  • Issues and insights
                                                                                                                                                                                                                                                                                                                                                                                    • Structural changes are having a profound effect on the market
                                                                                                                                                                                                                                                                                                                                                                                      • The facts
                                                                                                                                                                                                                                                                                                                                                                                        • The implications
                                                                                                                                                                                                                                                                                                                                                                                          • A re-evaluation of the superstore?
                                                                                                                                                                                                                                                                                                                                                                                            • The facts
                                                                                                                                                                                                                                                                                                                                                                                              • The implications
                                                                                                                                                                                                                                                                                                                                                                                                • Have we seen the recovery or is there more to come?
                                                                                                                                                                                                                                                                                                                                                                                                  • The facts
                                                                                                                                                                                                                                                                                                                                                                                                    • The implications
                                                                                                                                                                                                                                                                                                                                                                                                      • The market – What you need to know
                                                                                                                                                                                                                                                                                                                                                                                                        • The housing market improves
                                                                                                                                                                                                                                                                                                                                                                                                          • Confidence is also on the up
                                                                                                                                                                                                                                                                                                                                                                                                            • The DIY sector is subject to the elements
                                                                                                                                                                                                                                                                                                                                                                                                              • Consumer spending strong in 2014
                                                                                                                                                                                                                                                                                                                                                                                                                • The DIY specialist market: a tale of two sides
                                                                                                                                                                                                                                                                                                                                                                                                                  • The big-box retailers
                                                                                                                                                                                                                                                                                                                                                                                                                    • The smaller trade focused retailers
                                                                                                                                                                                                                                                                                                                                                                                                                      • Looking forward
                                                                                                                                                                                                                                                                                                                                                                                                                        • Consumer spending on DIY products
                                                                                                                                                                                                                                                                                                                                                                                                                          • Mintel market size: Growth expected to continue in 2015
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 168: DIY products – market size (incl. VAT) 2010-15
                                                                                                                                                                                                                                                                                                                                                                                                                          • Breakdown by category
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 169: DIY products market size breakdown, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                          • Quarterly spending
                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 170: Quarterly spending on DIY products, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                            • Spending breakdown, 2010-15
                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 171: Consumer spending on DIY, market segmentation (incl.VAT), 2010-15
                                                                                                                                                                                                                                                                                                                                                                                                                            • Mintel’s market size
                                                                                                                                                                                                                                                                                                                                                                                                                              • Sector size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                • Total DIY specialist sector size
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 172: Total DIY/hardware specialists’ sector size (incl. VAT), 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 173: Total DIY/hardware specialists’ sector size (incl. VAT), in current and constant prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                • Segmental analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Sheds continue to underperform
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 174: Sales and forecast: DIY ‘sheds’/big-box segment (incl. VAT), 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 175: Sales and forecast: DIY ‘sheds’/big-box segment (incl. VAT), in current and constant prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Continued strong grow in the Other DIY and Hardware segment
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 176: Sales and forecast: Other DIY/hardware stores segment (incl. VAT), 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 177: Sales and forecast: Other DIY/hardware stores segment (incl. VAT), 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Mintel’s forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Market environment
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Housing transactions hit a high in 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 178: Annual % change in the number of completed residential property transactions and retail sales through DIY specialists, monthly, January 2013-February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 179: Number of completed residential transactions per month, January 2008-Februay 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Renting on the increase
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 180: Trends in tenure, percentage of all households, 2009-13
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 181: Tenure statistics, by age, 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Confidence turns positive
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 182: Consumer confidence levels, January 2013 – April 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 183: Annual % change in average weekly earnings versus annual % change in consumer prices, 2009-15
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Seasonality
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 184: DIY specialists sector sales, monthly % change on a year earlier, January 2013-March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Age demographics: increase in the number of older individuals
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 185: Composition of UK population by age group, 2009, 2014 and 2019
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Inflation in DIY categories
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 186: Consumer Prices Index: annual % change, DIY categories, annual, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 187: Consumer prices index: annual % change, DIY categories, monthly, March 2014- March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Key players – What you need to know
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Channels of distribution
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 188: Distribution on spending on DIY products, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 189: Distribution of spending on DIY products, in % and value terms (incl. VAT), 2013 and 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Leading specialist retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                          • The market leaders continue to underperform
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 190: Selected leading specialists, annual % change in sales, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Leading specialists’ sales
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 191: Leading DIY specialists: annual net revenues, 2013-14
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Store numbers and annual sales per outlet
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 192: Leading DIY specialists: outlet numbers, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 193: Leading DIY specialists: annual sales per outlet, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Sales area and sales densities
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 194: Selected leading DIY specialists: total sales area, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 195: Selected leading DIY specialists: annual sales per sq m, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Operating profits and margins
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 196: Selected leading DIY specialists: operating profits, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 197: Selected Leading DIY specialists: operating margins, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                            • The market leaders lose share in 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 198: Leading DIY retailers’ market shares, 2013/14
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 199: Leading DIY generalist and specialist retailers’ shares of spending on DIY, 2010- 14
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Gains for the trade-focused DIY specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 200: Leading DIY retailers’ share of the total DIY/hardware specialists’ sector, 2013 and 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 201: Leading DIY specialist retailers’ shares of specialists’ sector sales, 2012-14
                                                                                                                                                                                                                                                                                                                                                                                                                                            • About our market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Leading non-specialist retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Non-specialist market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 202: Leading non-specialist retailers: Estimated shares of spending on DIY, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 203: Leading non-specialist retailers: Estimated shares of spending on DIY, 2012-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                • The Consumer: Where people shop
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 204: Where consumers have bought DIY products in the last year, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                • The grocers
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The leading pureplays
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 205: Amazon and eBay DIY SKU data, April, 2014 and 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The mixed-goods discounters
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 206: Poundland’s new DIY offering ‘DIY Time’, Poundland Guildford, May 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Online
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Definitions
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Online sales and market shares in the DIY specialists sector
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 207: Online sales by DIY specialists (incl. VAT), 2013-15
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 208: Share of online sales by DIY specialists, 2014 (est)
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 209: Estimated percentage of sales online, selected major DIY specialists, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Online DIY product sales and market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 210: Estimated online DIY product sales (incl. VAT), 2013-15
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 211: Shares of online DIY sales, by retailer/sub-sector, 2014 (est)
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Space allocation summary
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Overview
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 212: DIY retailers: Summary of in-store space allocation, April 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Detailed space allocation
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • DIY superstores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • High street specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Non-specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 213: Detailed space allocation estimates, April 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail product mix
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 214: UK: Leading DIY retailers, estimated sales by product, 2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 215: UK: Leading DIY retailers, estimated sales density by product category, 2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Who’s innovating?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • In-store and online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Innovative PoS technology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • In-store robotic assistants
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • App for a more inspirational online DIY experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • 3D simulator
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Online real-time estimates for home improvement projects
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Same-day delivery
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Cut-price DIY range
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • New store formats
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Giving tools a second life
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand communication and promotion
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Advertising spend down 8% in 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 216: Total main media advertising spend in the UK DIY retailing sector, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • B&Q leads the pack
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 217: Main media advertising spend by leading DIY retailers, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Share of advertising spend
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 218: Share of total main media advertising spend in the UK DIY retailing sector, by retailer, 2013-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • 43% of total DIY retail advertising spend channelled through TV
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 219: Main media advertising spend, by media type, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 220: Leading DIY retailers main media advertising spend by media type, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • What we have seen in 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand research
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • What you need to know
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 221: Attitudes towards and usage of selected brands, November 2014 and February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Key brand metrics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 222: Key metrics for selected brands, November 2014 and February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand attitudes: Wilko’s value is a defining feature
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 223: Attitudes, by brand, November 2014 and February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand personality: B&Q’s advertising spend may help drive a more vibrant image
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 224: Brand personality – Macro image, November 2014 and February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Wilko’s perception of value comes at the expense of a basic brand image
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 225: Brand personality – Micro image, November 2014 and February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • B&Q tends to perform strongly across metrics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 226: User profile of B&Q, February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Wilko most likely to be noted for value
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 227: User profile of Wilko, November 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Wickes lacks the penetration of other brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 228: User profile of Wickes, February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Homebase’s negative perceptions may contribute towards slipping usage
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 229: User profile of Homebase, February 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The consumer – What you need to know
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Greater competition
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Move back to the inner cities
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Younger people prefer the non-specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Few people buy online and they tend to be younger
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Homebase fares best in satisfaction, but B&Q rated for service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Two thirds of people plan to do some DIY work in the coming year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • A third of the population hates DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Where they shopped
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 230: Where consumers have bought DIY products in the last year, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 231: Number of different DIY retailers or types of DIY retailer used, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 232: Where consumers have bought DIY products, in-store and online in the last year, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Who shops where
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 233: Profile of shoppers for DIY goods, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 234: DIY shoppers – Profile of in-store and online shoppers, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Where people mostly shop
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 235: In-store DIY buyers – store used most often, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 236: Profile of shoppers at stores most frequently used for DIY, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The consumer – What they bought
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 237: DIY shoppers: What they have bought in the last 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 238: Numbers of different types of DIY products bought, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 239: Purchasers of products by most used DIY store, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Satisfaction with DIY stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 240: Overall satisfaction with DIY store, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Key driver analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Key drivers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Key driver methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 241: Key driver analysis of overall satisfaction with DIY in-store retailer shopped at most often, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 242: Key driver analysis of overall satisfaction with DIY in-store retailers shopped at most often, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 243: Key driver analysis of overall satisfaction with DIY in-store retailers shopped at most often, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Satisfaction and stores used
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Homebase
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 244: Homebase: Satisfaction relative to the average, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 245: B&Q: Satisfaction relative to the average, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Wickes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 246: Wickes: Satisfaction relative to the average, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Argos
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 247: Argos: Satisfaction relative to the average, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Wilkinson
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 248: Wilkinson: Satisfaction relative to the average, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The consumer – Plans for 2015/16
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 249: Home improvements planned for the next 12 months, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 250: Number of people choosing home improvement to spend money left over on, 2009-15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 251: Profile of those planning various DIY projects over next year, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Who will do the work?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 252: Home improvement plans and who will do the work, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 253: Proportion of people planning to use tradesmen for home improvement, by task, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 254: Planned DIY work by favourite DIY retailer, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Attitudes towards DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 255: Attitudes towards DIY stores, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 256: Profile of holders of attitudes towards DIY, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 257: Attitudes towards DIY work, by favourite DIY retailer, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • CHAID analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Consumers lacking the skills they need
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 258: DIY Retail – CHAID – Tree output, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 259: DIY Retailing – CHAID – Table output, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Groupe Adeo

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Is France saturated ?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Looking for growth internationally
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Commitment to e-commerce and innovative services
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 260: Groupe Adeo: Group sales performance, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 261: Groupe Adeo: Estimated European sales by country, excl. VAT, 2013-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 262: Groupe Adeo: Retail formats, 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 263: Groupe Adeo: Outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Leroy Merlin
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Other fascia
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Bauhaus

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Targeted development of new sites
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • International growth opportunities
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Considered country-specific product range
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Making DIY shopping easier offline
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 264: Bauhaus: Estimated group sales performance, 2009-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 265: Bauhaus: Estimated outlet data, 2009-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Bricomarché

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Reducing store numbers in France
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Standout results in Poland
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Some positive signs for Portugal
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 266: Bricomarché: Group estimated sales performance, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 267: Bricomarché: Outlet data, 2011-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Clas Ohlson

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • International expansion plans
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Extending ‘Club Clas’ to Finland
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 268: Clas Ohlson: Group financial performance, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 269: Clas Ohlson: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • DT Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Trading below the market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Declining sales per store
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Brand consolidation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 270: DT Group: Group financial performance, 2009/10-2013/14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 271: DT Group: Outlet data, 2009/10-2013/14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 272: DT Group (Wolseley Nordic): Revenues by country/operation, 2013/14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 273: DT Group (Wolseley Nordic): Revenue breakdown by customer/project type, 2013/14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Hagebau

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Driving growth in the core markets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Multichannel technology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 274: Hagebau: Group sales performance, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 275: Hagebau: Outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Homebase Ltd

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Rethinking the use of space
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Continued integration of the group
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Use of technology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 276: Homebase Ltd: Group financial performance, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 277: Homebase Ltd: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Hornbach Holding

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • German market gains new momentum
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • International markets look promising
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Positioned to benefit from consumer and trade recovery
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • More to do online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 278: Hornbach Holding: Financial performance, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 279: Hornbach Holding: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Intergamma Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Development of its multi-channel strategy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Bauhaus enters the Dutch market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 280: Intergamma Group: Estimated group sales performance, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 281: Intergamma Group: Outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Kingfisher Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • One Kingfisher
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Risky
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Caution
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Outlook for DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Where next
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 282: Kingfisher, like-for-like sales growth by country, 2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 283: Kingfisher Group: Group financial performance, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 284: Kingfisher Group: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 285: B&Q (UK) and Castorama (France): sales breakdown, by category, 2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Maxeda DIY

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Adapting to market conditions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Failed sale
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Increasingly competitive environment
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 286: Maxeda DIY: Group financial performance, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 287: Maxeda DIY: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Mr Bricolage

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Kingfisher deal falls through
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • So what now?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online remains challenging
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 288: Mr. Bricolage Group: Group retail sales performance, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 289: Mr. Bricolage Group: Outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 290: Mr Bricolage and Briconautes: Store numbers by country, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 291: Mr. Bricolage Stores, sales mix, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • OBI

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • In talks to take over competitor bauMax
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • International expansion focused on Russia
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Small metropolitan stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Testing same day delivery service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Value for money proposition
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 292: OBI: Estimated group financial performance, excl. VAT, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 293: OBI: Estimated outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Rautakesko

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Divisional restructure
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Russian uncertainty dents ambitions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Eastern Europe growth offsetting slowdown in Scandinavia
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • K-responsibility concept expanded to include DIY stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Enhanced e-commerce service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 294: Rautakesko: Building and Home Improvement Division, financial performance, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 295: Rautakesko: Building and Home Improvement Division, Net sales by country, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Future outlook
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 296: Rautakesko: Building and Home Improvement outlet data, 2013-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • toom Baumarkt/B1 Discount Baumarkt

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Positioning itself as a leader in sustainable and environmentally friendly DIY shopping
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • toom Baumarkt fascia driving sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Marketing push to enthuse consumers to start DIY projects
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Preparing online store launch
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 297: toom Baumarkt/B1 Discount Baumarkt: Group sales, exc. VAT, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 298: toom Baumarkt/B1 Discount Baumarkt Outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Wickes/Travis Perkins Retail

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Broadening its appeal
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Growth in new stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Market conditions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 299: Travis Perkins Retail: Group financial performance, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 300: Travis Perkins Retail: Outlet data, 2010-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • B&Q (UK & Ireland)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Homebase Ltd
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Poundland Ltd
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Wickes Building Supplies Ltd

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  DIY Retailing - Europe - May 2015

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  £2,895.00 (Excl.Tax)