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Homebase to Open Three Concessions Inside Tesco Stores

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Homebase, the home and garden experts, have announced a new partnership with Tesco, the UK’s largest supermarket, to bring its products and expertise to Tesco stores across the country. The first store will open in Borehamwood on Saturday 19 March, followed by Walkden and Woolwich in April.

From paint and power tools to home accessories and hardware, the new stores will have everything customers need to update, refresh, or completely transform their homes and gardens. With Spring just around the corner, the new stores will also sell outdoor furniture, garden decorations, firepits and lanterns to help every customer create their dream outdoor space. For those who prefer to start their shopping journey online, a Click and Collect service will allow customers to place their order on the Homebase website and collect within one hour. 

Customers will also be able to browse kitchen, bathroom, and lighting displays to gather all the inspiration they need to plan those bigger projects. 

A team of Homebase experts will be on hand in each shop to inspire and help customers, bringing the very best of Homebase to Tesco stores and making it even easier for customers to create their dream home and garden. 

Damian McGloughlin, CEO Homebase, said: “We’re really excited to be partnering with Tesco, bringing our home and garden products and expertise to even more local communities. We’re always looking for ways to make it easier for customers to shop with us and teaming up with Tesco means we’re able to do just that.” 

This latest partnership follows the success of Homebase’s tie-up with Next, which saw eight Homebase garden centres open in Next stores in Southampton, Norwich, Shoreham, Ipswich, Warrington, Camberley, Bristol and Sheffield, last year. Customers have loved the opportunity to combine clothes and garden shopping, and three additional pop-ups opened in March in North Shields, Solihull and High Wycombe bringing the total of Homebase garden centres within Next stores to eleven across the country. 

Kate Ormrod, Principal Retail Analyst at GlobalData, a leading data and analytics company, offers her view on this news:

“With 73% of Homebase DIY shoppers buying food & grocery from Tesco*, the deal will bring greater convenience for Homebase’s existing shoppers, while also opening it up to a new customer base – and making it more appealing to lapsed female shoppers. The deal emulates that of B&Q and ASDA, and given the consumer spend shift to food & groceries amid the rising cost of living, the concession partnership will ensure Homebase is in the right place as footfall at non-essential retailers suffers.

Having freed up space by axing entertainment products such as CDs and DVDs from its instore proposition, Tesco is making a bigger play for home, making its offer more well-rounded. Doing so by partnering with home-related specialists, including AO, is an apt strategy, giving shoppers the expertise it is not best-placed to provide and cementing stores’ destination appeal.”

Source: Insight Team, Homebase & GlobalData.

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17 March 2022

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Insight provides a host of information I need on many of our company’s largest customers. I use this information regularly with my team, both at a local level as well as with our other international operations. It’s extremely useful when sharing market intelligence information with our corporate office.

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Paul Boyce - European CEO, QEP Ltd.
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