INDUSTRY COMMENT: BHETA
TIME TO EXPLORE THE INDEPENDENT DIY RETAIL MARKET
We’ve witnessed some big changes in retail recently, so it’s high time DIY and garden suppliers reinvestigated the independent DIY and garden market according to Will Jones, Chief Operating Officer of BHETA.
I
ndependent DIY and garden retail has seen seismic shifts in popularity with consumers - and therefore
relevance to DIY suppliers - over many years. Once the backbone of home improvement sales, with consumers appreciating the staff expertise and personal service, there were thousands of independent hardware stores and builders’ merchants thriving in high streets throughout the UK. With the rise of large multiple
retailers such as B&Q, Homebase, and Wickes, however, as well as big brand garden centre chains, both with hundreds of branches, and a further threat in the form of fixed- price, trade-focused merchants like Screwfix and Toolstation, the independent sector became hard- pressed. But the tide is turning again and independents – and their suppliers – are set to benefit, if we all invest.
The independent retail revival We are seeing some big changes, and it is high time DIY and garden suppliers reinvestigated the independent DIY and garden market – alongside the remaining nationals – for future consumer sales. The collapse of Wilko, Homebase and Wyevale, to name but a few, mean that there are now many locations where it is only independent retailers who remain as a bricks and mortar route to the consumer.
Despite the multiple challenges of price competition, online shopping, next day delivery, neglect from big supplier brands (not all, but some), and the general decline in high street shopping, many family- run businesses and specialist merchants have managed to survive by adapting to the changing market. Large DIY chains, once seen as invincible, have shown vulnerabilities, and independents are well placed to capitalise if supported by suppliers.
Opportunities for suppliers in the independent sector Independent retailers provide personalised customer service and specialist advice. For
10 DIY WEEK FEBRUARY 2025
Many high street businesses and specialist merchants have managed to survive by adapting to the changing market
suppliers, this means ensuring that independents have access to strong product training, merchandising support, and clear selling points. Providing point-of-sale materials, demonstration days, and digital marketing support can help retailers educate consumers and drive sales. With the closure of larger chains, many customers are rediscovering the convenience of local shopping. Independents, often situated in town centres or suburban areas, are filling the void left by large stores that required a special trip. Suppliers should ensure independents have fast and reliable access to stock, with flexible ordering options that avoid overcommitting on inventory. Small minimum order quantities and just- in-time delivery solutions will help independents stay competitive. Many independents are now embracing online retailing.
Suppliers should integrate with these digital platforms, providing high-quality images, product data, and marketing assets. Those who offer direct drop-shipping partnerships or fulfilment support can also create new revenue streams. Consumers are increasingly prioritising sustainability,
and
independents can adapt their ranges to focus on eco-friendly products, locally sourced materials, and sustainable packaging. Suppliers that offer clear sustainability credentials, recycled materials, and energy-efficient products will find a receptive audience among independent retailers. Independents thrive by offering specialist and niche items that may not be widely available elsewhere. This is an opportunity for suppliers to provide exclusive ranges or bespoke product lines. Many independent DIY stores serve a mix of consumers and tradespeople, providing a steady revenue stream even when consumer spending fluctuates. Suppliers should consider how their products fit into the trade market, offering volume discounts,
professional-grade tools, and materials that appeal to contractors as well as homeowners.
The field sales team challenge One of the areas in which suppliers may now be having something of a strategic rethink is the question of field sales. As market dynamics shifted towards big chains and away from independents, suppliers placed increasing emphasis on data-driven resource allocation prompting a reassessment of sales territories and the effectiveness of traditional sales routes. As a result, many field sales teams are now much smaller than was once the case. So, the question many suppliers are asking is whether such cuts have gone too far, hampering the ability to retain loyalty and stimulate sales from today’s more diverse and dispersed independent channel.
For more information on BHETA retailer networking, market data supply, export and lobbying/legislative advice contact BHETA Member Services on 0121 237 1130 or via www.
bheta.co.uk.
www.diyweek.net
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