A significant expansion of product availability through B&Q could see sales through the retailer growing significantly this year.
B&Q is now four months into its “Neutron” project – the name it is giving to its initiative to update bathroom displays and racking – and it is expected to be completed by November.
The changeover will see the number of Ideal Standard sanitaryware SKUs stocked by what is the UK’s leading DIY and gardening retailer increase from 12 to 14.
This includes installation in prominent roomset displays and off-the-shelf purchasing options, as well as B&Q’s hugely popular online presence.
All six roomset products are stocked in a minimum of 56 stores nationwide, with the most widely available – the Tirso close-coupled toilet – available in 169.
The full Ideal Standard sanitaryware range through B&Q stores is the Tirso close coupled toilet, the i.life A close coupled toilet, the i.life S back to wall toilet, the i.life S cloakroom basin and floor-standing unit and the i.life S corner close coupled toilet.
Additionally, six bathing lines, including the Vue and Sandringham baths with panels, are available in the take-away range in 295 stores which are continuation lines with B&Q due to their ongoing success.
We have extended our range online with 139 products now available on DIY.com, the B&Q website, which continues to be amongst the top 10 most viewed retail websites in the UK – supported by Screwfix, a sister brand which is also part of the Kingfisher group of companies. This online selection includes i.life A, i.life S, Concept Freedom, Ceraplan, Ceraline, Waverley and Prosys products.
Another range extension is planned for Q4 via drop shipment, further expanding our online presence including i.life B, furniture extensions, fittings and shower trays.
This huge expansion is backed by a major promotional push, including an aisle end promotion featuring the Tirso range.
Plans are in place to run similar promotions with alternative products, such as the Singular solution (tap, toilet, basin), targeting landlords in Q4 2024 and Q1 2025.
Ollie Chater, Channel Director – DIY & eCommerce, said: “Chris Vevers and the team have worked tirelessly to support B&Q with implementing Neutron in 2023 and this year.
“With these initiatives, our full annual sales through B&Q are expected to grow significantly, with additional growth anticipated from our expanding online presence into 2025 and beyond.”
He added: “While there’s an assumption that everything is gradually moving online, the reality is that there’s a mix of buying habits, with a lot of people browsing in store and then completing online, which is why this “omni-channel” presence is crucial.
“Ideal Standard is committed to enhancing our product availability and visibility through strategic partnerships like this one with B&Q to target end consumers and we are confident that this collaboration will give us significant growth in the coming years.
See examples of roomsets and product displays in the gallery below.
