Our ambition


Our ambition is to become the leading home improvement company. We believe everyone should have a home they feel good about, so our purpose is to make home improvement accessible for everyone.

The home is at the heart of people's lives. After their loved ones, there is nothing more important for people than their home. But many people don't have the home that they want or they deserve. That is why 170 million households across Europe undertook home improvement projects last year(1).

The home improvement market is huge. There are 320 million homes in Europe, which are mostly old. The average age of housing stock in Europe is between 50 and 60 years. And the European home improvement market is worth £235 billion. Out of household spending, housing (including home equipment and maintenance) is the top priority for people, above food, transport and leisure(2).

Across Europe, people find that starting, completing and keeping up with improvements to their homes is more difficult than it needs to be. They don't have the skills, knowledge, resources, inspiration, support, time or muscles!

Despite all these challenges, people remain determined, because having a good home is a major source of happiness and pride. Ask anyone who has ever swung a hammer, tiled a floor, or painted a room, and they'll tell you that, once it's done, it's all worth it.

There is an opportunity to help more people do more in their homes by solving what they call their home improvement "nightmare". We at Kingfisher want to unlock this opportunity.

We are going to really understand customers' needs, their home improvement journeys, the way they live, and the way they shop.

Lots of things are changing for customers:

  • demographics: 30-45% of homes in Western Europe are single households;
  • urbanisation: today, 54% of the world's population lives in urban areas, which is expected to increase to 66% by 2050(3);
  • the internet: there are more than 3 billion(4) internet users around the world today.

Their expectations are changing too. They want great prices and convenience. They want autonomy and help. They want inspiration and technical support. They want to shop in stores and online.

We have an opportunity to mobilise the desire that people have to improve their homes and meet customers' demands in a way they didn't expect. By embracing this challenge and this opportunity, we will become the leading home improvement company.

(1) Source: Eurostat, National Statistical Office, Kingfisher Usage and Attitudes survey by Harris interactive-2015.
(2) Source: Eurostat Households statistics (Europe 28) + 'The EU in the World Report 2015' (Russia).
(3) Source: www.un.org/en
(4) Source: www.InternetLiveStats.com