B&Q aims for wider market with packs by Elmwood and Big Idea

B&Q is expected to launch packaging designed by Elmwood and Big Idea across its own-brand ranges, in what is believed to be the precursor to an overhaul of the DIY giant’s store strategy.

It is understood the work will see the retailer tighten its own-brand segmentation over the coming months. It already has the Value brand and a premium offer called Select, but sources suggest consumers are unclear about the distinction between the two. The new packaging aims to clearly distinguish the good, better and best versions of B&Q products, under a strategy thought to be developed by Elmwood.

A source close to the project says the work aims to broaden B&Q’s appeal beyond its hard-core DIY market, making products more accessible to female consumers. It is likely the brand strategy will also feed through to interiors and store navigation programmes.

B&Q has invested heavily in its estate recently, launching the latest version of its store interiors in Wednesbury late last month. The shop features in-store communications by 20/20, designed to strengthen the brand’s service proposition.

The investment comes amid tough trading conditions in the home improvement sector. B&Q parent company Kingfisher last month reported a drop of 2.4 per cent in sales at B&Q during the three months to 15 July. A spokeswoman for B&Q denies that a packaging relaunch is imminent.