COMMENT Here come the girls

No 5,837 - 01 June 2018

Editor: Fiona Garcia 01622 699 161

Assistant editor: Kiran Grewal 01622 699 155

Art editor: Paul Forster 01622 607 962

Publishing director: Paul Ryder 01622 699 105

Publication Manager: Sallie Payne 01622 699 151

Product news co-ordinator: Margaret Poole 01622 699153

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In This Issue

© 2018 Datateam Business Media Ltd. DIY Week incorporates Decor Retailing, DIY Retail Leaders, DIY Superstore, Do-It-Yourself

Retailing, Domestic Electrical Appliances,

Excellence In Garden Retailing, Excellence In Woodcare Retailing, Excellence In Timber Retailing, Excellence In Tile Retailing, Garden Retail Leaders, Garden Retailing, Hardware Merchandiser, Hardware Trade Journal, Homecentre, Home Storage Retailing, The Ironmonger, Ironmongery & Hardware, Lighting, Martineau & Smith’s Monthly Circular, Mercantile Guardian, Superstore Management, Tools Retailing, and Wholesale Leaders. No part of this publication may be reproduced by any means without prior written permission from the publishers. Every effort is made to ensure the accuracy of material published in DIY Week. However, Datateam Business Media Ltd will not be liable for any inaccuracies. The views expressed by contributors are not necessarily those of the editor or publishers. DIY Week is registered at Stationers’ Hall. ISSN 0954-8823. DIY Week is printed on environmentally friendly paper; both text paper and cover stock are elementary chlorine free and sourced from paper suppliers with a well planned environmental policy. This issue of DIY Week includes some editorial photographs provided and paid for by suppliers. Printed by Buxton Press.


The latest headlines from across the home improvement and garden sector

P12 / Insight into how to get your business GDPR ready EXPERT OPINION

Don’t alienate a lucrative segment of your customer base

Founded in 1874

I read, with interest, the report about the British public’s perception that home improvement stores are aimed solely at men, despite female shoppers being the biggest spenders in the sector. It has long been reported that women are the key influencer on buying decisions in the household – and there is a rise in the number of female DIYers – so it surprised me that retailers in our sector still haven’t cottoned on and made sure their stores are a welcoming and appealing environment for women. I remember former Homebase MD Paul Loft talking passionately about making sure the

retailer’s stores appealed to the female shopper. He recognised that the definition of DIY had shifted, so that decorating now involved creating a look from start to finish - or from sugar soap and decorating tools, right through to co-ordinated cushions and upcycled furniture. I was delighted when my local Homebase store finally got a revamp recently as one of the new Bunnings pilot stores because, quite frankly, it had been looking pretty tired for a few years and was in desperate need of an overhaul but I certainly felt the loss of the Habitat concession and soft furnishings it had once boasted. I think, deep down, I had always secretly hoped it was going to be next in line for the type of

revamp Paul Loft had been rolling out – although I have to hand it to Bunnings, the children’s play area and mini children’s trolleys are a welcome addition when you have to drag a little one with you to buy paint and a few obligatory houseplants. But it’s not all about decorative accessories. One of our DIY Week Award Retailer of the

Year finalists, Broad Street DIY, has great success with its ladies DIY nights and, demand is so high, it has actually had to create a waiting list for willing participants eager to get a place. And, speaking to Sugru this week about the growing craft market, I am in no doubt that

there are a huge number of female DIYers out there keen to roll up their sleeves and undertake home enhancement projects. So, make sure your business isn’t missing a trick by alienating a potentially lucrative segment of your customer base.

Editor, Fiona Garcia:

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Couldn’t make the event? Take a look at who won and why our judges picked them. P21 /RANGE REVIEW

We look into the tools market, with retailer insight, supplier comment and product launches

01 JUNE 2018 DIY WEEK 3 Published by

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