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DIY Retailing - UK - May 2016

“The UK DIY market remains challenging with growth in consumer spending slowing and retail sales through the specialists going into decline. Quality and staff expertise are key points of difference for the specialists, but they need to find a way to bring this closer to the everyday lives of consumers. The introduction of Bunnings will increase competition at the harder end of the market, so now is the time to start looking at how best to capitalise on a growing generation of renters.”
– Thomas Slide, Retail Analyst

This report discusses the following key topics:

  • Are the sheds struggling to cater for generation rent?
  • What will be the impact of Bunnings?
  • Can One Kingfisher really work?

The market is being impacted by a societal shift in housing tenure which is seeing a significantly higher proportion of consumers living in rented accommodation rather than owning their own home. The leading specialists are struggling to cater effectively to the needs of this growing population of renters and as a result, the non-specialists including Amazon and the discounters such as Poundland or B&M; Bargains, with their limited ranges, low prices and convenient store locations or delivery options, are picking up a growing share of the market.

This Report is designed to give an overview of the UK DIY and home improvement market. This includes an overview of the market with forecasts covering future developments, in-depth consumer analysis using our own data and a look at the key players in the market.

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
      • Executive Summary

          • The market
            • Specialists sector sales decline in 2015
              • Figure 1: Total DIY/hardware specialist sector size (incl. VAT), 2010-20
            • Consumer spending slows, but remains positive
              • Figure 2: DIY products market size breakdown, 2015
            • Online
              • Figure 3: Share of DIY spending via the internet, 2013-15
            • Companies, brands and innovations
              • Market shares
                • Figure 4: Leading DIY retailers’ market shares, 2014 and 2015
              • B&Q still the most trusted DIY retailer
                • Figure 5: Attitudes towards and usage of selected brands, February 2016
              • Augmented reality set to transform the DIY experience
                • The consumer
                  • 75% have bought DIY products in the past year
                    • Figure 6: Where they shop for DIY/home improvement products, March 2016
                  • Non-specialists are more popular for online purchases
                    • Figure 7: Retailer used for DIY/home improvement purchases in the past 12 months, by online or in-store, March 2016
                  • DIY consumers like to shop around
                    • Figure 8: Number of DIY retailers or types of DIY retailer used in the past 12 months, March 2016
                  • Consumers happy with product quality but less so with staff knowledge
                    • Figure 9: Overall satisfaction with the DIY stores, March 2016
                  • Paint/wallpaper the most popular purchases
                    • Figure 10: What DIY/home improvement products they bought, March 2016
                  • Young consumers more likely to buy to help
                    • Figure 11: Why they bought DIY/home improvement products, March 2016
                  • Getting what you pay for
                    • Figure 12: Attitudes towards shopping for DIY/home improvement products, March 2016
                  • What we think
                  • Issues and Insights

                    • Are the sheds struggling to cater for generation rent?
                      • The facts
                        • The implications
                          • What will be the impact of Bunnings?
                            • The facts
                              • The implications
                                • Can One Kingfisher really work?
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Consumer spending slows, but remains positive
                                        • Specialist sector sales go into decline
                                          • Channels of distribution
                                            • Flat prices limit growth of the market
                                              • Housing transactions plateau in 2015
                                                • A generation of renters
                                                • Market Drivers

                                                  • Housing market
                                                    • Figure 13: Residential housing transactions in the UK, 2006-15
                                                    • Figure 14: Seasonally adjusted UK residential monthly property transactions, January 2015-February 2016
                                                  • Generation rent
                                                    • Figure 15: Housing status of 25-34-year-olds, 2003/04-2014/15
                                                    • Figure 16: Percentage renting privately, by age, 2003/04-2014/15
                                                  • Inflation of DIY products
                                                    • Figure 17: Consumer prices inflation, annual rate of change, 2011-15
                                                    • Figure 18: Consumer prices inflation, monthly rate of change, January-March 2016
                                                  • Consumer spending plans
                                                    • Figure 19: Consumers spending money on their home in the past three months or next three months, January 2015-February 2016
                                                  • Weather
                                                    • Sunshine
                                                      • Figure 20: Actual and average sunshine, by month, January 2015-March 2016
                                                      • Figure 21: Sunshine index (difference from the monthly average) compared to monthly DIY sales, January 2015-March 2016
                                                    • Rainfall
                                                      • Figure 22: Actual and average rainfall, by month, January 2015-March 2016
                                                      • Figure 23: Rainfall index (difference from the monthly average) compared to monthly DIY sales, January 2015-March 2016
                                                    • Easter weather
                                                    • Sector Size and Forecast

                                                      • Total sector size and forecast
                                                        • Figure 24: Total DIY/hardware specialist sector size (incl. VAT), 2010-20
                                                        • Figure 25: Total DIY/hardware specialists’ sector size (incl. VAT), in current and constant prices, 2010-20
                                                      • Sheds/big box segment
                                                        • Figure 26: Sheds/big-box specialists’ sector size (incl. VAT), 2010-20
                                                        • Figure 27: Sheds/big box sector size (incl. VAT), in current and constant prices, 2010-20
                                                      • Other DIY/hardware stores segment
                                                        • Figure 28: Other DIY/hardware stores segment (incl. VAT), 2010-20
                                                        • Figure 29: Other DIY/hardware store segment size (incl. VAT), in current and constant prices, 2010-20
                                                      • Forecast methodology
                                                      • Consumer Spending on DIY Products

                                                        • Growth in spending slows in 2015
                                                            • Figure 30: DIY products – Market size (incl. VAT), 2011-16
                                                          • Consumer spending by category
                                                              • Figure 31: DIY products market size breakdown, 2015
                                                            • Spending breakdown
                                                                • Figure 32: Consumer spending on DIY, market segmentation (incl. VAT), 2011-16
                                                              • Mintel’s market size
                                                              • Key Players – What You Need to Know

                                                                  • Specialists – Superstores
                                                                    • High street stores and non-specialists
                                                                      • Online
                                                                      • Innovation and Launch Activity

                                                                        • Augmented reality transforming the DIY shopping experience
                                                                          • Interactive video to boost loyalty scheme engagement
                                                                            • Made in space
                                                                              • A ‘store of solutions’
                                                                                • Hardware store combines shopping with dining
                                                                                  • Online DIY marketplace to challenge B&Q and Homebase
                                                                                  • Space Allocation Summary

                                                                                    • Space allocation overview
                                                                                      • Figure 33: DIY retailers: Summary of in-store space allocation, April 2016
                                                                                    • Detailed space allocation
                                                                                      • Big shed DIY specialists
                                                                                          • Figure 34: Homebase, Harrow: Habitat concession, April 2016
                                                                                          • Figure 35: B&Q Warehouse, Cricklewood, Valspar paint matching service
                                                                                        • Conveniently located DIY and home improvement essentials emporiums
                                                                                          • Wilko and Poundland
                                                                                            • Figure 36: Detailed space allocation estimates, April 2016
                                                                                        • Retail Product Mix

                                                                                            • Figure 37: Leading DIY retailers: Estimated sales, by product, 2015
                                                                                            • Figure 38: Leading DIY retailers, estimated sales density, by product category, 2015
                                                                                        • Channels of Distribution

                                                                                              • Figure 39: DIY products*, estimated channels of distribution, 2015
                                                                                          • Leading Specialist Retailers

                                                                                              • Sales and profits
                                                                                                • Figure 40: Leading DIY specialists’ sales, 2011/12-2015/16
                                                                                                • Figure 41: Leading DIY specialists’ operating profits, 2011/12-2015/16
                                                                                                • Figure 42: Leading DIY specialists’ operating margins, 2011/12-2015/16
                                                                                              • Stores
                                                                                                • Figure 43: Leading DIY specialists’ outlet numbers, 2011/12-2015/16
                                                                                                • Figure 44: Leading DIY specialists’ sales per outlet, 2011/12-2015/16
                                                                                              • Sales area
                                                                                                • Figure 45: Leading DIY specialists’ sales area, 2011/12-2015/16
                                                                                                • Figure 46: Leading DIY specialists’ sales per square metre, 2011/12-2015/16
                                                                                            • Leading Non-specialist Retailers

                                                                                                • Leading pureplayers
                                                                                                  • Non-specialist sales
                                                                                                    • Figure 47: Non-specialist retailers’ sales in DIY and gardening products, 2011/12-2015/16
                                                                                                  • Food retailers
                                                                                                    • Figure 48: Estimated DIY sales of leading superstore operators, 2012-15
                                                                                                • Market Shares

                                                                                                    • Trade
                                                                                                      • Figure 49: Leading DIY retailers, estimated trade share of sales, 2013-15
                                                                                                    • Share of DIY retailers’ sales
                                                                                                      • Figure 50: Leading DIY retailers, share of sales of specialists’ sales, 2013-15
                                                                                                    • Share of all DIY spending
                                                                                                      • Figure 51: Leading retailers of DIY products, share of spending on DIY, 2013-15
                                                                                                  • Online

                                                                                                      • Figure 52: Where people bought DIY goods in the last 12 months, March 2016
                                                                                                    • Leading specialists
                                                                                                      • Non-specialists
                                                                                                        • Internet pureplayers
                                                                                                          • Other sources
                                                                                                            • Trade sales
                                                                                                              • Online sales estimates
                                                                                                                • Figure 53: Online DIY sales to consumers, 2013-15
                                                                                                              • Specialists
                                                                                                                • Figure 54: Online share of specialists’ sales, 2011-15
                                                                                                              • All online sales
                                                                                                                • Figure 55: Share of online sales, by type of retailer, 2015
                                                                                                                • Figure 56: Estimated online sales of DIY products to consumers, 2013-15
                                                                                                              • Leading DIY retailers online
                                                                                                                • Figure 57: Leading online retailers of DIY goods to consumers, 2013-15
                                                                                                            • Advertising and Marketing Activity

                                                                                                              • DIY retailers continue to cut back on advertising spend
                                                                                                                • Figure 58: Total main media advertising spend in the UK DIY retailing sector, 2012-15
                                                                                                              • B&Q remains the UK’s biggest advertiser
                                                                                                                • Figure 59: Main media advertising spend by leading DIY retailers, 2012-15
                                                                                                              • Share of advertising spend
                                                                                                                • Figure 60: Share of total main media advertising spend in the UK DIY retailing sector, by retailer, 2014 and 2015
                                                                                                              • Television is the favoured media type
                                                                                                                • Figure 61: Main media advertising spend, by media type, 2012-15
                                                                                                                • Figure 62: Main media advertising spend in the UK DIY retailing sector, by media type, 2012-15
                                                                                                              • Campaign highlights
                                                                                                                • What we have seen in 2016
                                                                                                                  • A note on adspend
                                                                                                                  • Brand Research

                                                                                                                      • Brand map
                                                                                                                          • Figure 63: Attitudes towards and usage of selected brands, February 2016
                                                                                                                        • Key brand metrics
                                                                                                                          • Figure 64: Key metrics for selected brands, February 2016
                                                                                                                        • Brand attitudes: Wickes for value, but B&Q is worth paying more for
                                                                                                                          • Figure 65: Attitudes, by DIY retailer brand, February 2016
                                                                                                                        • Brand personality: Homebase is unethical and exclusive, but Wickes is fun
                                                                                                                          • Figure 66: Brand personality – Macro image, February 2016
                                                                                                                        • B&Q is disappointing, but Homebase is cutting edge
                                                                                                                          • Figure 67: Brand personality – Micro image, February 2016
                                                                                                                        • Brand analysis
                                                                                                                          • Wilko – The store of choice for women
                                                                                                                            • Figure 68: User profile of Wilko, February 2016
                                                                                                                          • B&Q middle of the range for everything
                                                                                                                            • Figure 69: User profile of B&Q, February 2016
                                                                                                                          • Screwfix a male preserve for the serious DIYer
                                                                                                                            • Figure 70: User profile of Screwfix, February 2016
                                                                                                                          • Wickes the superstore for the serious DIYer
                                                                                                                            • Figure 71: User profile of Wickes, February 2016
                                                                                                                          • Homebase’s swansong
                                                                                                                            • Figure 72: User profile of Homebase, February 2016
                                                                                                                        • Kingfisher Group

                                                                                                                            • What we think
                                                                                                                              • Justifying the structure
                                                                                                                                • Good chances of success
                                                                                                                                  • Moving cautiously
                                                                                                                                    • Where next?
                                                                                                                                      • Company background
                                                                                                                                        • One Kingfisher – Ranges
                                                                                                                                          • One Kingfisher: Stores and online
                                                                                                                                            • Systems
                                                                                                                                              • Management
                                                                                                                                                • History
                                                                                                                                                  • Company performance
                                                                                                                                                      • Figure 73: Kingfisher Group: Group financial performance, 2011/12-2015/16
                                                                                                                                                      • Figure 74: Kingfisher Group: Outlet data, 2011/12-2015/16
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Homebase – Bunnings

                                                                                                                                                        • What we think
                                                                                                                                                          • All change
                                                                                                                                                            • Adopting a warehouse format
                                                                                                                                                              • Mainly branded
                                                                                                                                                                • New format
                                                                                                                                                                  • Pilot stores
                                                                                                                                                                    • Doubts
                                                                                                                                                                      • Will it work?
                                                                                                                                                                        • Company background
                                                                                                                                                                          • Company performance
                                                                                                                                                                            • Figure 75: Homebase Ltd: Group financial performance, 2011/12-2015/16
                                                                                                                                                                            • Figure 76: Homebase Ltd: Outlet data, 2011/12-2015/16
                                                                                                                                                                          • Retail offering
                                                                                                                                                                          • Wickes/Toolstation/Tile Giant/Travis Perkins Retail

                                                                                                                                                                              • What we think
                                                                                                                                                                                • Wickes’ performance improves on the back of new-look stores with broader appeal
                                                                                                                                                                                  • Excess space initiative driving footfall to Wickes’ biggest stores
                                                                                                                                                                                    • Toolstation rapid store expansion
                                                                                                                                                                                      • One-hour click-and-collect
                                                                                                                                                                                        • Augmented reality tool transforms the online Tile Giant buying experience
                                                                                                                                                                                          • Background
                                                                                                                                                                                            • Company performance
                                                                                                                                                                                              • Figure 77: Travis Perkins Retail: Consumer division financial performance, 2010/11-2014/15
                                                                                                                                                                                              • Figure 78: Travis Perkins Retail: Consumer division outlet data, 2010/11-2014/15
                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                            • Clas Ohlson

                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • Performance
                                                                                                                                                                                                    • Strategy
                                                                                                                                                                                                      • International expansion
                                                                                                                                                                                                        • Implementing new IT platform
                                                                                                                                                                                                          • Where next?
                                                                                                                                                                                                            • Background
                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                • Figure 79: Clas Ohlson: Group financial performance, 2010/11-2015/16
                                                                                                                                                                                                                • Figure 80: Clas Ohlson: Outlet data, 2010/11-2015/16
                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                                                • 75% have bought DIY products in the past year
                                                                                                                                                                                                                  • Renters prefer non-specialists
                                                                                                                                                                                                                    • Non-specialists are more popular for online purchases
                                                                                                                                                                                                                      • DIY consumers like to shop around
                                                                                                                                                                                                                        • Consumers happy with product quality but less so with staff knowledge
                                                                                                                                                                                                                          • B&Q impresses with its range but struggles on price
                                                                                                                                                                                                                            • Homebase struggles on range and staff knowledge
                                                                                                                                                                                                                              • More than half purchase paint/wallpaper
                                                                                                                                                                                                                                • You get what you pay for
                                                                                                                                                                                                                                  • Online tutorials the go-to for DIYers of all ages
                                                                                                                                                                                                                                  • Where They Shop

                                                                                                                                                                                                                                    • B&Q most popular for DIY purchases
                                                                                                                                                                                                                                      • Specialists only slightly more popular than non-specialists
                                                                                                                                                                                                                                        • Figure 81: Where they shop for DIY/home improvement products, March 2016
                                                                                                                                                                                                                                      • Non-specialists are more popular for DIY shopping online
                                                                                                                                                                                                                                          • Figure 82: Retailer used for DIY/home improvement purchases in the past 12 months, by online or in-store, March 2016
                                                                                                                                                                                                                                        • Homeowners most likely to purchase DIY from specialists
                                                                                                                                                                                                                                          • Figure 83: Where they shopped for DIY/home improvement products in the past 12 months, by housing tenure, March 2016
                                                                                                                                                                                                                                          • Figure 84: Where they shopped for DIY/home improvement products in the past 12 months, by housing tenure, March 2016
                                                                                                                                                                                                                                        • Lack of loyalty in DIY sector
                                                                                                                                                                                                                                            • Figure 85: Number of DIY retailers or types of DIY retailer used in the past 12 months, March 2016
                                                                                                                                                                                                                                          • Screwfix positioned as a ‘top-up’ DIY shopping location
                                                                                                                                                                                                                                            • Figure 86: Number of DIY retailers or types of DIY retailer used in the past 12 months, by retailer shopped at, March 2016
                                                                                                                                                                                                                                          • Shopper profiles
                                                                                                                                                                                                                                              • Figure 87: Where they shopped, by age and socio-economic group, March 2016
                                                                                                                                                                                                                                            • Younger and more affluent customers shop online
                                                                                                                                                                                                                                                • Figure 88: Where they shopped, by age and socio-economic group, online and offline specialists and non-specialists, March 2016
                                                                                                                                                                                                                                              • Where they spend the most
                                                                                                                                                                                                                                                • Figure 89: Where they spent the most money on DIY products in-store in the past 12 months, March 2016
                                                                                                                                                                                                                                            • Customer Satisfaction

                                                                                                                                                                                                                                                • Lack of satisfaction with customer service
                                                                                                                                                                                                                                                    • Figure 90: Overall satisfaction with DIY stores, March 2016
                                                                                                                                                                                                                                                  • Satisfaction by profile
                                                                                                                                                                                                                                                    • Figure 91: Satisfaction with DIY retailers, be age and affluence, March 2016
                                                                                                                                                                                                                                                  • Renters less satisfied than homeowners
                                                                                                                                                                                                                                                    • Figure 92: Satisfaction with the DIY retailer used the most, by housing tenure, March 2016
                                                                                                                                                                                                                                                  • Key driver analysis
                                                                                                                                                                                                                                                    • Product quality and range are the main drivers of satisfaction
                                                                                                                                                                                                                                                      • Back to the experts
                                                                                                                                                                                                                                                        • Figure 93: Key drivers of overall satisfaction with DIY retailer most spent at, March 2016
                                                                                                                                                                                                                                                        • Figure 94: Overall satisfaction with DIY retailer most spent at – Key driver output, March 2016
                                                                                                                                                                                                                                                    • Satisfaction by Retailer

                                                                                                                                                                                                                                                        • B&Q stands out for its range of products
                                                                                                                                                                                                                                                            • Figure 95: Satisfaction of customers of B&Q, March 2016
                                                                                                                                                                                                                                                          • Nectar card satisfies Homebase customers
                                                                                                                                                                                                                                                            • Figure 96: Satisfaction of customers of Homebase, March 2016
                                                                                                                                                                                                                                                          • Non-specialists favoured for lower prices
                                                                                                                                                                                                                                                              • Figure 97: Satisfaction of customers who bought DIY products from non-specialist retailers, March 2016
                                                                                                                                                                                                                                                          • What They Bought

                                                                                                                                                                                                                                                            • More than half purchase paint/wallpaper
                                                                                                                                                                                                                                                                • Figure 98: What DIY/home improvement products they bought, March 2016
                                                                                                                                                                                                                                                              • Renters are more likely to buy soft furnishings and furniture
                                                                                                                                                                                                                                                                • Figure 99: What DIY/home improvement products they buy, by housing tenure, March 2016
                                                                                                                                                                                                                                                              • Scots favour flooring and lighting
                                                                                                                                                                                                                                                                • Figure 100: What DIY/home improvement products they buy, by region, March 2016
                                                                                                                                                                                                                                                              • Yorkshire and northern England shop more for outdoor
                                                                                                                                                                                                                                                                • Figure 101: What DIY/home improvement products they buy, by region, March 2016
                                                                                                                                                                                                                                                              • Flooring and plumbing supplies drive sales in the Midlands
                                                                                                                                                                                                                                                                • Figure 102: What DIY/home improvement products they buy, by region, March 2016
                                                                                                                                                                                                                                                              • London and the South East least likely to buy DIY products
                                                                                                                                                                                                                                                                • Figure 103: What DIY/home improvement products they buy, by region, March 2016
                                                                                                                                                                                                                                                              • Wales and the South West prefer decorating their homes
                                                                                                                                                                                                                                                                • Figure 104: What DIY/home improvement products they buy, by region, March 2016
                                                                                                                                                                                                                                                              • Age and affluence affect purchases
                                                                                                                                                                                                                                                                  • Figure 105: What they bought, by customer profile, March 2016
                                                                                                                                                                                                                                                              • Why They Bought

                                                                                                                                                                                                                                                                • Variations in why consumers shop for DIY products
                                                                                                                                                                                                                                                                  • Figure 106: Why they bought DIY/home improvement products, March 2016
                                                                                                                                                                                                                                                                • Women renovate while men help out and repair
                                                                                                                                                                                                                                                                    • Figure 107: Why they bought DIY/home improvement products, March 2016
                                                                                                                                                                                                                                                                  • Urbanites help each other out
                                                                                                                                                                                                                                                                    • Figure 108: Why they bought DIY/home improvement products, March 2016
                                                                                                                                                                                                                                                                  • The young give a helping hand
                                                                                                                                                                                                                                                                    • Figure 109: Why they bought DIY/home improvement products, by age and socio-economic group, March 2016
                                                                                                                                                                                                                                                                • Attitudes towards DIY

                                                                                                                                                                                                                                                                  • Product quality is important
                                                                                                                                                                                                                                                                    • Figure 110: Attitudes towards shopping for DIY/home improvement products, March 2016
                                                                                                                                                                                                                                                                  • Specialist shoppers value in-store advice
                                                                                                                                                                                                                                                                    • Figure 111: Agreement with the statement ‘Advice from staff in-store is valuable when buying DIY products’, by where they shopped (any), March 2016
                                                                                                                                                                                                                                                                  • Time-pressed renters find DIY warehouses too big
                                                                                                                                                                                                                                                                    • Figure 112: Attitudes towards shopping for DIY/home improvement products, by housing tenure, March 2016
                                                                                                                                                                                                                                                                  • Technology is a valuable source of information
                                                                                                                                                                                                                                                                      • Figure 113: Selected attitudes towards shopping for DIY/home improvement products, by age, March 2016
                                                                                                                                                                                                                                                                    • Over half of under-35s interested in renting DIY products
                                                                                                                                                                                                                                                                        • Figure 114: Interest in renting DIY tools or equipment, by age, March 2016
                                                                                                                                                                                                                                                                      • Time pressures hold back under-35s
                                                                                                                                                                                                                                                                        • Figure 115: Selected attitudes towards shopping for DIY/home improvement products, by age, March 2016
                                                                                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                        • Data sources
                                                                                                                                                                                                                                                                          • Financial definitions
                                                                                                                                                                                                                                                                            • Sales per store, sales per square metre
                                                                                                                                                                                                                                                                              • Exchange rates
                                                                                                                                                                                                                                                                                • Consumer Research Methodology
                                                                                                                                                                                                                                                                                  • The consumer: Key driver analysis
                                                                                                                                                                                                                                                                                    • Figure 116: Overall satisfaction with DIY retailer most spent at – Key driver output, February 2016
                                                                                                                                                                                                                                                                                    • Figure 117: Satisfaction with DIY retailer most spent at, February 2016
                                                                                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                                                                                    • Abbreviations

                                                                                                                                                                                                                                                                                    DIY Retailing - UK - May 2016

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