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The new Wickes Extra format features a considerably expanded retail area and a broader product offer, which is expected to include live plants
The most interesting new Wickes store to open this year was the one inaugurated at Barking, London, in February. This was the first Wickes Extra – a new format twice the size of previous Wickes stores at 4 650 m² internal and 930 m² external area. An average Wickes outlet has around 2 300 m² by comparison. The new version also has more to offer in the way of goods. The store stocks more products than a standard Wickes and also contains a number of shops-within-the-shop for product categories that include power tools, lighting, tiles, wallpaper and paint.
Shops-within-the-shop have been introduced for certain product categories including power tools.
Aimed at what the company calls the “serial home improver”, Wickes Extra at Barking offers a dedicated bulk exit and the company claims its performance has so far exceeded expectations.
The next Wickes Extra is planned for Taunton, where it is due to open in early 2004. This will be a purpose-built store, unlike Barking, which was a conversion.
Richard Bird, managing director of Wickes.
Changes will, however, be evolutionary rather than revolutionary, according to the company. One change that is under consideration is the introduction of a limited range of live plants.
In the past Wickes has differentiated itself from the competition by clearly focusing on a tight product range and totally eschewing live plants. It remains to be seen whether the company will successfully manage to broaden its product range in this way without compromising customers’ expectations or perceptions.
Totalling 5 580 m² in size, the first Wickes Extra in Barking is entering a new dimension.
Wickes has recently opened its 150th outlet in Hertfordshire, having accelerated the store opening programme in the past year. When the company was acquired by Focus to become part of the Focus Wickes group, the new owners soon came to the conclusion that the chain’s weakness was its relatively small size (130 stores at the time of the acquisition). The result has been a programme to convert Focus stores to the Wickes format. By the end of this year there will have been 24 such conversions and Richard Bird, managing director, says that over the next three years roughly 65 new stores will be added to the Wickes portfolio, of which half will be conversions from Focus.
Like all Wickes stores, Wickes Extra is aimed at the experienced DIYer.
The Wickes format is best suited to urban locations with a dense catchment area as well as a high proportion of older houses and a large number of owner-occupied homes. The Focus format, on the other hand, is considered by company management to be best suited to the market town environment.
Shops-within-the-shop have been introduced for certain product categories including power tools.
Aimed at what the company calls the “serial home improver”, Wickes Extra at Barking offers a dedicated bulk exit and the company claims its performance has so far exceeded expectations.
The next Wickes Extra is planned for Taunton, where it is due to open in early 2004. This will be a purpose-built store, unlike Barking, which was a conversion.
Richard Bird, managing director of Wickes.
Changes will, however, be evolutionary rather than revolutionary, according to the company. One change that is under consideration is the introduction of a limited range of live plants.
In the past Wickes has differentiated itself from the competition by clearly focusing on a tight product range and totally eschewing live plants. It remains to be seen whether the company will successfully manage to broaden its product range in this way without compromising customers’ expectations or perceptions.
Totalling 5 580 m² in size, the first Wickes Extra in Barking is entering a new dimension.
Wickes has recently opened its 150th outlet in Hertfordshire, having accelerated the store opening programme in the past year. When the company was acquired by Focus to become part of the Focus Wickes group, the new owners soon came to the conclusion that the chain’s weakness was its relatively small size (130 stores at the time of the acquisition). The result has been a programme to convert Focus stores to the Wickes format. By the end of this year there will have been 24 such conversions and Richard Bird, managing director, says that over the next three years roughly 65 new stores will be added to the Wickes portfolio, of which half will be conversions from Focus.
Like all Wickes stores, Wickes Extra is aimed at the experienced DIYer.
The Wickes format is best suited to urban locations with a dense catchment area as well as a high proportion of older houses and a large number of owner-occupied homes. The Focus format, on the other hand, is considered by company management to be best suited to the market town environment.
