Our own brand portfolio
Kingfisher believes in the power of strong own brand products. In 2009, a streamlined portfolio of Group own brands was developed around the key DIY and home improvement projects of our customers and implemented across our consumer retail formats such as Castorama France, Poland and Russia, Koçtaş in Turkey and B&Q UK and China. In parallel, Brico Dépôt in France and Spain, and Screwfix in the UK also started sharing some of their established own brands on categories such as power tools, work wear and sanitary ware.
Today, the Kingfisher own brand portfolio counts nine international brands specifically tailored for our consumer home improvement formats, such as 'Blooma' for garden furniture and barbecues, 'MacAllister' for tools and 'Colours' for our decorative offer; and six international brands focused on our Trade customers such as 'Titan' on power tools, and 'Site' on workwear.
The strength of Kingfisher's global position allows us to flex and adapt our own brand product offer in each of our local markets. This means our Operating Companies can enjoy the benefits of achieving economies of scale by sourcing together with optimal own-branded product development efficiency, whilst retaining complete relevance to their local customer base.
Our own brand products are a key lever of our Creating the Leader strategy and we are truly passionate about the products we sell under these own brands. We take pride in the diversity of our portfolio but as with all international companies, something must hold it all together. In our case, it is our four core brand values that act as the glue connecting the whole: innovation, quality, sustainability and making DIY/home improvement easier. These brand values are underpinned by the requirement for our own-branded products to be affordable.
We conducted an international customer survey in 2013 to help us improve further our own-branded offer and as a result, a number of actions are being put in place to increase the performance of our exclusive portfolio.
Download the posters below to see some of our Group own brands.
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 introducing core common ranges across all of 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.