Having been acquired by Australian company Wesfarmers in early 2016, Homebase underwent a substantial change of strategy. These included the beginnings of a gradual replacement of the Homebase brand (in favour of ‘Bunnings’), a new, less slick, approach in stores, a move away from selling homewares and big ticket items in favour of offering more DIY and Gardening, and an increased focus on everyday low prices.
However, by May 2018 it was clear these changes had had a disastrous impact on the performance of the business and Wesfarmers offloaded Homebase for just £1 to turnaround specialists Hilco. Hilco have since embarked on an attempt to restore the viability of the company, with a CVA seeing the closure of a number of stores but avoiding the imminent prospect of the firm being put into administration.
Using survey responses from more than 2,000 consumers, and more than 700 recent Homebase shoppers, this report looks at the substantial challenges Hilco faces to restore Homebase to vibrancy.
1 Executive Summary
2 2018 Performance And Perception
3 Homebase Key Category Market Shares 2017 And 2018
4 Why Didn't You Shop At…..?
5 Do You Think Homebase's Prices Have Gotten….
6 Do You Think Homebase Is Cheaper Than B&Q/Wickes?
7 Why Did You Shop At Homebase?
8 When Was The Last Time You Shopped At Homebase?
9 Various Shopper Types’ View Of Homebase's DIY Offer
10 Awareness Of Strategic Changes
11 Awareness That Homebase Is Under New Ownership
12 Have You Noticed Changes?
13 Views On The Disappearance Of Bunnings
14 Views On Nectar Scheme Withdrawal
15 Future Prospects
16 Shopping At Homebase In The Future
17 Improvements Consumers Want To See
18 Homebase And Homewares/Home Furnishings
19 Shopping At Homebase By Category, By Shopper Type
20 Rating Homebase's Prices By Category, By Shopper Type