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New lines for mezzanine floors

Posted by Trevor
July 11, 2012 in Property Development

Homebase, the DIY retail giant, has implemented a number of new initiatives to maintain its position in an increasingly competitive market by refurbishing several of its stores. Mezzanine floors have been installed in over half of its premises which has expanded the amount of useable space without having to extend the buildings, enabling a number of new lines to be introduced, including an exclusive brand of furniture and a range of new sheds.

Founded in 1979 as a collaboration by supermarket chain Sainsbury’s and Belgian DIY store Brico, Homebase has traditionally been more popular than other DIY stores with female shoppers, offering a wider range of lighting, soft furnishings and ornaments.

Opened in 1981, Homebase became part of the Argos Retail Group in 2002, quickly expanding its home ware lines as a result. Giving Nectar points on all purchases and improving their online services, which now offers over 15,000 items, have been other successful marketing approaches.

Other innovations to maintain the market share make use of the latest IT technology, with online advice on a number of DIY projects, including a number of step-by-step videos and an iPhone app accessible in store providing product reviews.

Installing mezzanine floors has become a popular and cost-effective way to increase either sales, storage or office space or create an extra multi-purpose space. Homebase has used the space for a greater display of fitted kitchens and bathroom with upmarket firm Odina now displaying fitted kitchens and offering an installation service in 19 of its stores.

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