Our own brand portfolio
Kingfisher has developed a streamlined portfolio of Kingfisher own brands covering our key product categories. Some are established names; others have been newly-created to meet a particular need. Our aim is to have a 50% core common range across all of our businesses.
Each brand features multi-lingual packaging as standard to minimise production lead times. The first common ranges to be delivered under this new strategy are now being phased into stores in B&Q UK, Castorama France, Castorama Poland, Castorama Russia and Koçtaş. Titan, the common range shared by Screwfix and Brico Dépòt, is also now available in stores.
Download the posters below to see our brands brought to life...
What's the opportunity?
The lack of sizeable, global manufacturer brands in our sector has meant there has been relatively limited product innovation in recent years to make home improvement easier and more accessible for the consumer. As a result demand has not been stimulated to its full potential.
Our unique contribution as a business to our customers is that we can harness our international scale and sourcing capability, our heritage as a leader in sustainability and our home improvement experience to bring new, more sustainable and more affordable products to market.
By having a 50% core common range across all our businesses we will use our scale to accelerate innovation, stimulating overall market demand and growing our like-for-like ('LFL') sales and our market share.
The more efficiently we can source and market own-brand products to our customers, the greater the benefits we can derive from our Group buying strategy.