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DIY Retailing - UK - May 2013

“Retailers such as B&Q and Homebase are established authorities in DIY – and they need to capitalise on this to deliver online advice, knowhow and service that pureplays such as Amazon cannot.”

– John Mercer, European Retail Analyst

Some questions answered in this report include:

  • Are there growth categories?
  • Why the downsizing?
  • Are small stores challenging the big boys?
  • How can retailers capture non-core customers?
  • What is the role of online?
 

DIY has been one of the worst-hit retail sectors by the squeeze on incomes and the weak housing market. And poor weather in spring and summer 2012 compounded the sector’s underperformance.

Consequently, from a sector sales peak in 2008, DIY retailers had lost £1.2 billion - or 10.7% of 2008 turnover - in annual sales by 2012. We do not forecast a major recovery for the DIY specialists: much will depend on the timing and strength of economic recovery including a pick-up in housing transactions.

Moreover, the unseasonal early-2013 weather will have dented start-of-season sales for the sector. In the medium term, we think DIY retailers will be forced to cater to demand which will be less focused on big-ticket goods or traditional DIY. Categories such as gardening, homewares or lighter homeimprovement categories are likely to prove more resilient in the near future.

And an ageing population with demand for Do It For Me could boost trade sales – but much of this demand will be channelled to trade specialists.

As ever, the report includes extensive consumer research. This year we asked shoppers about their past activity and future intentions in undertaking DIY; where they had bought in-store and online; satisfaction levels on a number of measures when shopping for DIY including a breakdown of satisfaction for major retailers; their attitudes to DIY and decoration; and their usage of online for browsing and shopping for DIY goods.

 

Core DIY – paint, wallpaper, screws, tools etc. – is now a small part of the proposition of the DIY sector. The closest any of the majors comes to such a narrow definition is Wickes. But the other two majors, B&Q and Homebase, have expanded their offer enormously. They are broad-range home-improvement stores with substantial gardening ranges.

So the problem that has to be asked is when does a DIY store cease to be a DIY store?

The normal answer would be to say that if core DIY is less than a certain percentage of sales, then the company should be classified elsewhere. But for DIY we take a slightly different line. The guiding principal should be the store’s authority in core DIY, irrespective of what proportion of group sales it takes. Consequently, the substantial product diversification at Homebase, for instance, does not invalidate its status as a DIY retailer. We exclude builders’ merchants such as Travis Perkins and Jewson.

New format, new content

This year’s DIY Retailing – UK, May 2013 report follows our new structure, the main elements of which are:

A new Financials and Outlets section, bringing together in one section five years of operational indicators – such as revenues, store numbers, sales per outlet, and operating margins – for the leading DIY specialists. This provides greater depth and breadth of data coverage than in our previous report format and allows readers greater ease of comparison of key metrics.

A new Non-Specialist Retailers section, providing market share estimates and company profiles of major non-specialist retailers of DIY goods, such as Argos, Amazon, Tesco and Wilkinsons. The non-specialists retailers are also included along with the specialists in our Market Shares section. More concise company overviews, retaining the essential insight and evaluation from our analysts alongside company background information and a summary of operators’ retail offerings. To allow easier comparison of data between retailers, measurable such as company market shares, space allocation data and demographic profiles of their shoppers, can be found in other sections of this report such as the Market Shares, Space Allocation and The Consumer sections.

New, proprietary data on sales area by product type for the leading retailers in the Space Allocation section. An updated Online section, providing online sector sales estimates, online market share estimates for B&Q and Homebase, and consumer findings on usage of the online channel for DIY browsing and shopping.

 

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Table of contents

  1. Introduction

      • Defining DIY
        • New format, new content
          • Definitions
            • Consumer spending
              • Retail sector
                • Financial definitions
                  • VAT
                    • Sales per stores, sales per sq m
                      • Abbreviations
                      • Executive Summary

                          • The market
                            • Figure 1: DIY specialists’ sales and forecast (incl. VAT), 2007-17
                          • Market factors
                            • Companies, brands and innovation
                              • Market shares
                                • Figure 2: Leading DIY retailers’ share of DIY-related spending, 2012
                              • Space allocation
                                • Figure 3: DIY retailers: Summary space allocation data, April 2013
                              • Innovations
                                • The consumer
                                  • Where they shop online and in-store
                                    • Figure 4: The consumer: Where DIY/home improvement products have been purchased from whether in-store or online in the last 12 months, March 2013
                                    • Figure 5: The consumer: Where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
                                  • Satisfaction levels
                                    • Figure 6: The consumer: Consumer satisfaction, by where DIY/Home improvement products are bought in-store most often, March 2013
                                  • Attitudes towards DIY
                                    • Figure 7: The consumer: Attitudes towards DIY/Home improvements, March 2013
                                  • Online browsing and buying
                                      • Figure 8: The consumer: Key attitudes for using online and stores, March 2013
                                    • DIY plans for the year ahead
                                      • Figure 9: The consumer: DIY/home improvement plans in the next 12 months, small home improvements, March 2013
                                      • Figure 10: The consumer: DIY/home improvement plans in the next 12 months, major home improvements, March 2013
                                    • What we think
                                    • Issues in the Market

                                        • Are there growth categories?
                                          • Why the downsizing?
                                            • Are small stores challenging the big boys?
                                              • How can retailers capture non-core customers?
                                                • What is the role of online?
                                                • Trend Application

                                                    • Trend: Without a Care
                                                      • Trend: Prepare For the Worst
                                                        • Mintel Futures: Generation Next
                                                        • The Market Environment

                                                          • Key points
                                                            • Outlook is far from promising
                                                              • Figure 11: Opportunities and weakness in the DIY market, 2013
                                                            • Improving consumer sentiment
                                                              • Figure 12: UK: Trends in how respondents would describe their financial situation: confidence on 1-5 scale, February 2009-March 2013
                                                              • Figure 13: UK: Trends in consumer sentiment for the coming year: confidence on 1-5 scale, January 2009-March 2013
                                                            • Sluggish economic growth
                                                              • Figure 14: UK: Quarter-on-quarter GDP growth, real terms, Q1 2010-Q1 2013 (provisional)
                                                            • Inflationary pressures ease a little
                                                              • Figure 15: UK: Consumer prices inflation, selected categories, January 2011-March 2013
                                                              • Figure 16: UK: Consumer prices inflation (all items) vs annual growth in average weekly earnings, January 2011-February 2013
                                                            • A stagnant property market
                                                                • Figure 17: UK: Quarterly number of mortgage approvals, Q1 2007-Q4 2012
                                                                • Figure 18: UK: Quarterly mortgage lending (secured gross lending to individuals and housing associations), Q1 2007-Q4 2012
                                                                • Figure 19: UK: Number of property transactions, Q1 2006/07-Q3 2012/13
                                                              • Smaller homes
                                                                • Changing households
                                                                  • Figure 20: UK: Percentage of households of each size, 2001-11
                                                                • An ageing population
                                                                  • Figure 21: UK: Percentage of total population aged 65 and over and aged 85 and over (projections), 2010-30
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Consumer Spending on DIY

                                                                    • Key points
                                                                      • DIY spending falls 1.6%
                                                                          • Figure 22: Mintel’s estimated DIY market size (incl. VAT), 2008-12
                                                                          • Figure 23: Breakdown, by product category of Mintel’s DIY market size, 2012
                                                                        • Breakdown: gardening suffers from a wet summer
                                                                            • Figure 24: Consumer spending on relevant categories (incl. VAT), 2008-12
                                                                          • Mintel’s market size
                                                                          • Sector Size and Forecast

                                                                            • Key points
                                                                              • 2012 was weak; 2013 should be better
                                                                                • Figure 25: Year-on-year retail sales growth, January 2011-February 2013
                                                                              • Sector forecast: dependent on economic recovery
                                                                                • Figure 26: DIY specialists’ sales and forecast (incl. VAT), 2007-17
                                                                                • Figure 27: DIY specialists’ sales, in current and constant prices (incl. VAT), 2007-17
                                                                              • On a downward trend
                                                                                • Figure 28: DIY specialists’ sales as percentage of all retail sales (excl. automotive fuel), 2004-13
                                                                              • The sheds segment
                                                                                • Figure 29: All DIY specialists’ sales and the sheds multiples’ sales, 2007-13
                                                                              • The Mintel forecast methodology
                                                                              • Channels of Distribution

                                                                                • Key points
                                                                                  • Specialists continue to dominate
                                                                                    • Figure 30: Estimated distribution of spending on DIY-related goods, 2012
                                                                                  • But mixed goods retailers gain ground
                                                                                      • Figure 31: Estimated distribution of spending on DIY-related goods, in percentage and absolute terms, 2012
                                                                                  • Space Allocation Summary

                                                                                    • Key points
                                                                                      • Space allocation data
                                                                                        • Figure 32: DIY retailers: Summary space allocation data, April 2013
                                                                                        • Figure 33: Detail space allocation estimates, April 2013
                                                                                    • Retail Product Mix

                                                                                          • Figure 34: DIY retailers: Estimated actual space devoted to main product categories, 2012
                                                                                          • Figure 35: DIY retailers: Estimated sales, per broad product category, 2012
                                                                                          • Figure 36: DIY retailers: Estimated sales density, by product, 2012
                                                                                      • The Specialist Retailers: Financials and Outlets

                                                                                        • Key points
                                                                                          • Overview of the leaders
                                                                                              • Figure 37: B&Q and Homebase: Breakdown of sales, by broad category, 2012
                                                                                            • The wallpaper index and the power drills index
                                                                                              • Figure 38: Major DIY specialists: Number of product lines and average product price in wallpaper, April 2013
                                                                                              • Figure 39: Major DIY retailers: Number of product lines and average product price in power drills, April 2013
                                                                                            • Capitalising on different markets
                                                                                              • Overspaced?
                                                                                                • Specialised retailers
                                                                                                    • Figure 40: Leading DIY specialists’ net revenues, 2008-12
                                                                                                    • Figure 41: Leading DIY specialists’ net revenues: compound annual growth rates, 2008-12
                                                                                                  • Outlets and sales per outlet
                                                                                                    • Figure 42: Leading DIY specialists’ store numbers, 2008-12
                                                                                                    • Figure 43: Leading DIY specialists’ average annual sales, per outlet, 2008-12
                                                                                                    • Figure 44: Leading DIY specialists’ annual sales, per outlet: compound annual growth rates, 2008-12
                                                                                                  • Sales area and sales densities
                                                                                                    • Figure 45: Leading DIY specialists’ total sales area, selected retailers, 2008-12
                                                                                                    • Figure 46: Leading DIY specialists’ average store area, selected retailers, 2008-12
                                                                                                    • Figure 47: Leading DIY specialists’ average annual sales, per sq m, selected retailers, 2008-12
                                                                                                  • Profitability
                                                                                                      • Figure 48: Leading DIY specialists’ operating margins, 2008-12
                                                                                                      • Figure 49: Leading DIY specialists’ operating profits, 2008-12
                                                                                                  • The Non-Specialist Retailers

                                                                                                    • Key points
                                                                                                      • Market shares
                                                                                                        • Figure 50: Major non-specialist retailers’ estimated DIY market shares, 2012
                                                                                                      • Measuring range and positioning
                                                                                                        • The wallpaper index
                                                                                                            • Figure 51: Major DIY retailers: Number of product lines and average product price in wallpaper, April 2013
                                                                                                          • The power drills index
                                                                                                            • Figure 52: Major DIY retailers: Number of product lines and average product price in power drills, April 2013
                                                                                                          • Amazon
                                                                                                              • Figure 53: Huge choice: Amazon.co.uk’s DIY and tools homepage, April 2013
                                                                                                            • The grocers
                                                                                                              • Tesco
                                                                                                                  • Figure 54: Comprehensive offer: Tesco Direct DIY and car homepage, April 2013
                                                                                                                • Asda
                                                                                                                    • Figure 55: Retaining a focus on price: Asda Direct DIY and motor homepage, April 2013
                                                                                                                  • Sainsbury’s
                                                                                                                      • Figure 56: Focusing on gardens: Sainsbury’s garden and DIY homepage, April 2013
                                                                                                                    • Mixed goods retailers
                                                                                                                      • Argos
                                                                                                                        • Wilkinsons
                                                                                                                          • Other mixed goods retailers
                                                                                                                            • Ranking the mixed goods retailers
                                                                                                                              • Figure 57: Leading mixed-goods discounters’ total revenues (excl. VAT), 2009-12
                                                                                                                              • Figure 58: Leading mixed-goods discounters’ store numbers, 2009-12
                                                                                                                            • Next
                                                                                                                            • Market Shares

                                                                                                                              • Key points
                                                                                                                                • Kingfisher dominates
                                                                                                                                  • Figure 59: Leading DIY retailers’ share of DIY-related spending, 2012
                                                                                                                                • But Wickes sees steady gains
                                                                                                                                  • Figure 60: Leading DIY retailers’ share of DIY-related spending, 2008-12
                                                                                                                                • About the market shares
                                                                                                                                  • Adjusting for trade sales
                                                                                                                                    • Figure 61: Leading retailers’ estimated market shares adjusted for trade sales, 2008-12
                                                                                                                                    • Figure 62: Leading DIY specialists: Estimated proportion of sales accounted for, by trade customers, 2008-12
                                                                                                                                • Online and Social Media

                                                                                                                                  • Key points
                                                                                                                                    • Online sector sales growing steadily
                                                                                                                                        • Figure 63: Estimated online sales, by DIY specialists, in percentage and absolute values (incl. VAT), 2009-13
                                                                                                                                      • Online market shares: B&Q leads
                                                                                                                                        • Figure 64: Major DIY specialists’ estimated shares of online sector sales, 2012
                                                                                                                                      • The consumer: pureplays most popular
                                                                                                                                          • Figure 65: Where DIY/home improvement products have been purchased from online in the last 12 months, March 2013
                                                                                                                                          • Figure 66: Attitudes towards DIY/home improvements products online, selected statements, March 2013
                                                                                                                                        • Social media
                                                                                                                                          • Figure 67: B&Q homepage on YouTube.com, May 2013
                                                                                                                                          • Figure 68: Homebase’s homepage on YouTube.com, May 2013
                                                                                                                                          • Figure 69: Leading DIY specialists’ social media follower numbers, May 2013
                                                                                                                                      • Who’s Innovating?

                                                                                                                                        • Key points
                                                                                                                                          • iPad app to browse products online
                                                                                                                                            • App to help shoppers find DIY shops and access discount offers
                                                                                                                                              • Homebase claims a first of its kind in the DIY sector
                                                                                                                                                • Retailers step up tool hire concepts
                                                                                                                                                  • Innovative Spanish home improvement retailer
                                                                                                                                                    • Homebase targets female DIYers with new shop-in-shop format
                                                                                                                                                      • Figure 70: Homebase Habitat display, Finchley Road, London
                                                                                                                                                    • DIY convenience on the high street
                                                                                                                                                      • Retailers ramping up their online ‘how to’ advice
                                                                                                                                                      • Retail Advertising and Promotion

                                                                                                                                                        • Key points
                                                                                                                                                          • Adspend falling
                                                                                                                                                            • Figure 71: Total main media adspend in the UK DIY retailing sector, 2009-12
                                                                                                                                                          • B&Q is the top advertiser
                                                                                                                                                              • Figure 72: Leading advertisers in the UK DIY retailing sector, 2009-12
                                                                                                                                                              • Figure 73: Share of main media adspend in the UK DIY retailing sector, by retailer, 2012
                                                                                                                                                            • Spending relative to turnover
                                                                                                                                                              • Figure 74: Leading DIY retailers’ advertising spending as % of turnover, 2009-12
                                                                                                                                                            • 78% of all adspend is channelled through the TV and press
                                                                                                                                                              • Figure 75: Advertising spend in the UK DIY retailing sector, by media type, 2011 and 2012
                                                                                                                                                            • What we have seen in 2013
                                                                                                                                                              • Price-aggressive promotions
                                                                                                                                                                • Tie-ups showcasing exclusive ranges
                                                                                                                                                                • Customer Profile Comparisons

                                                                                                                                                                    • Age
                                                                                                                                                                      • Figure 76: Age profile of main retailers of DIY products, March 2013
                                                                                                                                                                    • Region
                                                                                                                                                                      • Figure 77: Regional profile of main retailers of DIY products, March 2013
                                                                                                                                                                    • Socio-economic groups
                                                                                                                                                                      • Figure 78: Regional profile of main retailers of DIY products, March 2013
                                                                                                                                                                    • Housing tenure
                                                                                                                                                                      • Figure 79: Housing tenure profile of customers of the main retailers of DIY products, March 2013
                                                                                                                                                                    • Affluence
                                                                                                                                                                      • Figure 80: Financial well-being of customers of the main retailers of DIY products, March 2013
                                                                                                                                                                  • The Consumer – Where They Buy

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Where they shop – online and offline
                                                                                                                                                                          • Figure 81: Where DIY/home improvement products have been purchased from whether in-store or online in the last 12 months, March 2013
                                                                                                                                                                          • Figure 82: Where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
                                                                                                                                                                        • Customer profiles
                                                                                                                                                                            • Figure 83: Profile of in-store DIY shoppers, March 2013
                                                                                                                                                                          • Online customer profiles
                                                                                                                                                                            • Figure 84: Profile of online DIY shoppers, March 2013
                                                                                                                                                                          • Repertoire of DIY stores purchased from
                                                                                                                                                                              • Figure 85: Repertoire for Where DIY/home improvement products have been purchased in-store in the last 12 months, March 2013
                                                                                                                                                                            • Repertoire – Online
                                                                                                                                                                              • Figure 86: Repertoire for Where DIY/home improvement products have been purchased online in the last 12 months, March 2013
                                                                                                                                                                              • Figure 87: Profile of DIY shoppers, by number of websites used, March 2013
                                                                                                                                                                            • Retailers used most often
                                                                                                                                                                                • Figure 88: Where DIY/Home improvement products are bought most often, March 2013
                                                                                                                                                                                • Figure 89: Where DIY/Home improvement products are bought most often, March 2013
                                                                                                                                                                                • Figure 90: Customer profile of leading DIY retailers, by those who choose the store most often, March 2013
                                                                                                                                                                            • The Consumer - Satisfaction with DIY Retailers

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 91: Customer satisfaction with the retailer you use to buy DIY products , March 2013
                                                                                                                                                                                  • Figure 92: Customer satisfaction, by key criteria – Those who buy in-store most often, March 2013
                                                                                                                                                                                  • Figure 93: Customer satisfaction, by key criteria – Those who buy online most often, March 2013
                                                                                                                                                                                • Key driver analysis
                                                                                                                                                                                    • Figure 94: Key driver analysis of overall satisfaction in retailers used to buy DIY/home improvement products in-store, March 2013
                                                                                                                                                                                    • Figure 95: Key driver analysis of overall satisfaction in retailers used to buy DIY/home improvement products online, March 2013
                                                                                                                                                                                  • Satisfaction by retailer
                                                                                                                                                                                    • Figure 96: Consumer satisfaction, by where DIY/Home improvement products are bought in-store most often, March 2013
                                                                                                                                                                                    • Figure 97: Consumer satisfaction, by where DIY/Home improvement products are bought online most often, March, 2013
                                                                                                                                                                                    • Figure 98: Leading first choice DIY retailers, satisfaction rating March 2013
                                                                                                                                                                                  • Satisfaction by key criteria
                                                                                                                                                                                      • Figure 99: Consumer satisfaction by where DIY/Home improvement products are bought in-store most often, March, 2013
                                                                                                                                                                                      • Figure 100: Consumer satisfaction, by where DIY/Home improvement products are bought online most often, March, 2013
                                                                                                                                                                                      • Figure 101: Average satisfaction, by criteria by retailer, March 2012
                                                                                                                                                                                      • Figure 102: Major DIY retailers: Satisfaction relative to the average for all the majors, March 2013
                                                                                                                                                                                  • The Consumer – Attitudes Towards DIY

                                                                                                                                                                                    • Key points
                                                                                                                                                                                        • Figure 103: Attitudes towards DIY/Home improvements, March 2013
                                                                                                                                                                                        • Figure 104: Attitudes to doing DIY, 2006-11
                                                                                                                                                                                        • Figure 105: What people look to spend extra money on, April 2013
                                                                                                                                                                                        • Figure 106: Spending in the last 3 months and planned for the next 3 months, April 2013
                                                                                                                                                                                      • Profile of attitudes to doing DIY
                                                                                                                                                                                          • Figure 107: Profile of those doing DIY, March 2013
                                                                                                                                                                                          • Figure 108: Profile of those doing DIY, by age and household tenure, March 2013
                                                                                                                                                                                        • Attitudes to doing DIY and retailers used most often
                                                                                                                                                                                            • Figure 109: Attitudes towards DIY/Home improvements, by where DIY/Home improvement products are bought most often, March, 2013
                                                                                                                                                                                            • Figure 110: Attitudes towards DIY/Home improvements, by Where DIY/Home improvement products are bought most often, March, 2013
                                                                                                                                                                                            • Figure 111: Attitudes to doing DIY, by most frequently used retailer, relative to the average, March 2013
                                                                                                                                                                                        • The Consumer - Buying DIY – Online vs In-Store

                                                                                                                                                                                          • Key points
                                                                                                                                                                                              • Figure 112: Key attitudes for using online and stores, March 2013
                                                                                                                                                                                              • Figure 113: Socio-demographic profile of attitudes to online-in-store shopping, March 2013
                                                                                                                                                                                            • Attitudes by where people shop
                                                                                                                                                                                                • Figure 114: Attitudes towards DIY/home improvements products online, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                • Figure 115: Attitudes towards DIY/home improvements products online, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
                                                                                                                                                                                                • Figure 116: Attitudes towards DIY/home improvements products online, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
                                                                                                                                                                                            • The Consumer – DIY Plans for the Year Ahead

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 117: DIY/home improvement plans in the next 12 months, March 2013
                                                                                                                                                                                                  • Figure 118: Historic and planned expenditure on the home, June 2012 -April 2013
                                                                                                                                                                                                • Who plans what?
                                                                                                                                                                                                    • Figure 119: Profile of those planning DIY work in 2013, March 2013
                                                                                                                                                                                                    • Figure 120: Planned home improvements, by housing tenure, March 2013
                                                                                                                                                                                                  • Who benefits?
                                                                                                                                                                                                      • Figure 121: DIY/home improvement plans in the next 12 months, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                      • Figure 122: DIY/home improvement plans in the next 12 months, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                      • Figure 123: DIY/home improvement plans in the next 12 months, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                  • Clas Ohlson

                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                        • Convenience is the big selling point
                                                                                                                                                                                                          • UK store expansion on hold since August 2011
                                                                                                                                                                                                            • Low brand awareness could hurt Clas Ohlson in the UK
                                                                                                                                                                                                              • E-commerce will drive penetration in new markets and grow sales in mature markets
                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                      • Figure 124: Clas Ohlson, financial performance, excl. sales tax, 2007/08-2012/13
                                                                                                                                                                                                                    • Sluggish retail market limits store expansion to Scandinavia
                                                                                                                                                                                                                      • Figure 125: Clas Ohlson, outlet data, 2007-12
                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                    • Homebase

                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                          • Muted performance in a weak market
                                                                                                                                                                                                                            • Creating points of difference
                                                                                                                                                                                                                              • Culling and investing
                                                                                                                                                                                                                                • Multi-channel
                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                      • Figure 126: Homebase Ltd: Group financial performance, 2007/08-2012/13
                                                                                                                                                                                                                                      • Figure 127: Homebase ltd: Outlet data, 2007/08-2012/13
                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                    • Kingfisher Group (B&Q)

                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                          • Solid 2012/13 results in declining markets
                                                                                                                                                                                                                                            • Growth in Trade Point hits gross margins
                                                                                                                                                                                                                                              • Latest strategy underpins performance
                                                                                                                                                                                                                                                • Making it easier for customers
                                                                                                                                                                                                                                                  • Offloading UK space
                                                                                                                                                                                                                                                    • International growth by expansion
                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                          • Figure 128: Kingfisher Group: Group financial performance, 2007/08-2012/13
                                                                                                                                                                                                                                                          • Figure 129: UK trade sales, excl. VAT, 2008/09-2011/12
                                                                                                                                                                                                                                                          • Figure 130: Kingfisher Group: Outlet data, 2007/08-2012/13
                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                          • B&Q UK
                                                                                                                                                                                                                                                            • Other fascia
                                                                                                                                                                                                                                                            • Wickes/Travis Perkins Retail

                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                  • Strong growth in 2012 leads to market share gain
                                                                                                                                                                                                                                                                    • And adapting the store portfolio
                                                                                                                                                                                                                                                                      • Willingness to adapt
                                                                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                                            • Figure 131: Travis Perkins Retail: Group financial performance, 2007-12
                                                                                                                                                                                                                                                                            • Figure 132: Travis Perkins Retail: Outlet data, 2007-12
                                                                                                                                                                                                                                                                            • Figure 133: ToolStation UK: Group financial performance, 2008-11
                                                                                                                                                                                                                                                                            • Figure 134: ToolStation UK: Outlet data, 2008-11
                                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                                          • Appendix – The Consumer – Where They Buy

                                                                                                                                                                                                                                                                              • Figure 135: Most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 136: Next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 137: Other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 138: Least popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                          • Appendix – Repertoire – In-Store

                                                                                                                                                                                                                                                                              • Figure 139: Repertoire for where DIY/home improvement products have been purchased from either in-store in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                          • Appendix – Repertoire – Online

                                                                                                                                                                                                                                                                              • Figure 140: Repertoire for where DIY/home improvement products have been purchased from either online in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 141: Where DIY/Home improvement products are bought in-store most often, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 142: Where DIY/Home improvement products are bought online most often, by demographics, March 2013
                                                                                                                                                                                                                                                                          • Appendix – The Consumer - Satisfaction with DIY Retailers

                                                                                                                                                                                                                                                                              • Figure 143: Ask all who buy DIY goods in-store most often – Stock availability, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 144: Ask all who buy DIY goods in-store most often – Store standards, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 145: Ask all who buy DIY goods in-store most often – Good range of products, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 146: Ask all who buy DIY goods in-store most often – Ease of navigation of store, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 147: Ask all who buy DIY goods in-store most often – Friendly staff, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 148: Ask all who buy DIY goods in-store most often – Knowledgeable staff, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 149: Ask all who buy DIY goods in-store most often – Prices, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 150: Ask all who buy DIY goods in-store most often – Promotions in general, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 151: Ask all who buy DIY goods in-store most often – Good after sales service, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 152: Ask all who have bought DIY goods in the last 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                          • Appendix – The Consumer - Attitudes Towards DIY

                                                                                                                                                                                                                                                                              • Figure 153: Most popular attitudes towards DIY/Home improvements, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 154: Next most popular attitudes towards DIY/Home improvements, by demographics, March 2013
                                                                                                                                                                                                                                                                          • Appendix – The Consumer - Buying DIY – Online vs In-store

                                                                                                                                                                                                                                                                              • Figure 155: Most popular attitudes towards DIY/home improvements products online, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 156: Next most popular attitudes towards DIY/home improvements products online, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 157: Attitudes towards DIY/home improvements products online, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                              • Figure 158: Attitudes towards DIY/home improvements products online, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                              • Figure 159: Attitudes towards DIY/home improvements products online, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                              • Figure 160: Attitudes towards DIY/home improvements products online, by least popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                          • Appendix – The Consumer – Plans for the Year Ahead

                                                                                                                                                                                                                                                                              • Figure 161: Small home improvements plans in the next 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 162: Major home improvements plans in the next 12 months, by demographics, March 2013
                                                                                                                                                                                                                                                                              • Figure 163: DIY/home improvement plans in the next 12 months, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                              • Figure 164: DIY/home improvement plans in the next 12 months, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                              • Figure 165: DIY/home improvement plans in the next 12 months, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
                                                                                                                                                                                                                                                                              • Figure 166: DIY/home improvement plans in the next 12 months, by least popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013

                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                          • Adeo
                                                                                                                                                                                                                                                                          • B&Q (UK & Ireland)
                                                                                                                                                                                                                                                                          • Castorama (Russia)
                                                                                                                                                                                                                                                                          • Experian
                                                                                                                                                                                                                                                                          • GUS
                                                                                                                                                                                                                                                                          • Habitat
                                                                                                                                                                                                                                                                          • Home Retail Group
                                                                                                                                                                                                                                                                          • Homebase Ltd
                                                                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                                                                          • Jamie Oliver
                                                                                                                                                                                                                                                                          • Kingfisher Group
                                                                                                                                                                                                                                                                          • Laura Ashley Group
                                                                                                                                                                                                                                                                          • MFI Furniture Group Plc
                                                                                                                                                                                                                                                                          • Nectar
                                                                                                                                                                                                                                                                          • Screwfix UK

                                                                                                                                                                                                                                                                          DIY Retailing - UK - May 2013

                                                                                                                                                                                                                                                                          £1,995.00 (Excl.Tax)