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Wickes ranges comprehensive Dulux Paint Offer

After many years of supporting and maintaining their unique position in the UK DIY Market with an almost 100% own brand offer, Wickes have this week - for the first time in their history - succumbed to ranging the biggest brand in the DIY market: Dulux.

Wickes have been relaxing their stance on the ranging of brands since the launch of their Extra stores and have developed a stronger branded offer through their catalogue, however, this is the first time that they have taken a bold step of this nature and decided to stock Dulux in their stores.

The Insight View - Wickes
With like for like sales falling at Wickes and with the competitive threat from Screwfix and Selco growing stronger by the day, this is a good move. Yes, those individuals who have protected the Wickes philosophy and brand for so long will be wincing at the mere thought of a Paint Category containing Dulux, However, the market is changing rapidly and Wickes must take measures now to increase footfall and become more relevant to both consumers and the trade.

The Insight View - B&Q
With the replacement of Dulux Colour Mixing in B&Q with Valspar, this was probably not a move that B&Q expected. Yes, they anticipated Homebase dusting off their 'Largest range of Dulux' banners for Easter, however, a full roll out of Dulux to all Wickes stores, that may have come from left field.

The Insight View - Akzo
With their business continually under threat at B&Q, broadening their distribution base is critical and with relevant distribution already at close to 100%, Wickes was an obvious move.

Will it work?
Will Wickes take Paint market share as a result of this move - certainly. Will B&Q loose Paint market share as a result of this - oh yes. Will Akzo and B&Q eventually make friends again - yes, they always do, because they have to.

We've currently uploading a range of images to the Insight DIY website for subscribers to access.

The Insight Team

08 March 2013
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