Homebase to be re-branded to Bunnings

Homebase to be re-branded to Bunnings

A £242m injection into transforming the Homebase brand to Bunnings is likely to shake up the DIY market, as new owner Wesfarmers tries to recalibrate the arguably confused brand with UK consumers.

As it stands, Homebase has found itself in a dangerous no man’s land as it straddles home-furnishing and DIY; and is failing to excel in either. A budget furnishings range sits alongside wares from upmarket Habitat (thanks to a £24.5m acquisition in 2011) and its DIY range is failing to compete with the wider offering of B&Q.

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