DIY – it’s the national sport

Andres RossDIY in Europe UK
As long as DIY remains as fashionable as it currently is in the United Kingdom, the future for retailers looks good. Television programmes promoting makeovers of every room in the house – not to mention the garden – remain a key driver of inspiration for the UK consumer. In a celebrity-obsessed culture, the fact that some of the presenters have obtained enormous recognition has in itself driven forward the market.
The retailers themselves also deserve some credit for their involvement. With imaginative and challenging in-store displays and decorative concepts they can create inspiration and encourage consumers to spend more than they intended to when they walked into the store. This is why it is so important for retailers to be alert and receptive to new products. Innovation is the dynamic that keeps the DIY market going.
When B&Q first developed their Depot concept – forerunner to the Warehouse – it was called a category killer. And indeed the completeness of the concept is such that it certainly enables them to take sales from competitors. However, the evidence from other retailers situated near a Warehouse is that competition is still possible. This suggests that B&Q – and other retailers who get this formula right – are succeeding in growing the market for DIY products. Rather like the celebrity television presenters, they are encouraging consumers to spend their money on home improvement, rather than on holidays, a new car or some other item of expenditure. Their success in this is good news for all those who owe their livelihood to a vibrant and growing DIY market.