Icelandic chain Husasmidjan introduces new concept

Icelandic DIY and building materials retail chain Husasmidjan has implemented its evolved strategy in a new flagship store. The new location in Akureyri in the north of the island, including the adjoining Blómaval garden centre, has a sales area of around 5 000 m² and is thus about twice as large as the retailer's previous stores.

Husasmidjan belongs to the Danish Bygma Group. The new strategy is intended to shift the positioning from "functional DIY supermarket" to "building and home improvement hub". The company was advised by British consultancy M Worldwide, which specialises in developing brand experiences across digital and physical touchpoints.

A detailed report on the new Husasmidjan concept can be found in the DIY+ section.