Kingfisher launches GoodHome to simplify home improvement
- GoodHome aims to simplify home improvement and make it accessible to everyone
- GoodHome will introduce unique, high quality products and services at affordable prices
- GoodHome will combine a seamless digital experience with distinct new store concepts
Kingfisher, the home improvement company, has today launched GoodHome, a new international brand. GoodHome will provide a simpler way of helping home improvers, their helpers and professionals, with projects, big or small.
This move marks the latest step in Kingfisher’s transformation. Over the past three years, the business has unified its supply chain, developed new products and services, and invested in an improved digital and omnichannel experience. With GoodHome, this innovation now becomes visible to customers for the first time.
The new brand aims to shake up the home improvement market by offering unique products and solutions that are design-led, high quality and affordably priced. All GoodHome ranges are designed to make things simpler for customers, with a focus on the 11 most common home improvement projects.
The business is also trialling new GoodHome store concepts, including an express format. This convenience store will provide a new way to shop for the most frequent home improvement projects, as well as an effortless digital shopping experience, and inspiration and advice from a team of skilled colleagues. The first has now opened in the UK at Wallington, near Croydon, with more express store trials to open in the UK and France later this year.
GoodHome is the result of years spent observing people’s lives in homes of every shape, size and period all over Europe. Conversations with thousands of people across 10 countries showed how important our homes are to us, but also revealed how stressful and complicated home improvement can be, how often it can go wrong and how unaffordable it can be for some.
The GoodHome brand will tackle these common customer problems by delivering the following:
New solutions. In-house designers will use deep customer insight to create innovative new products and services that help to make the home improvement journey simpler and easier.
Great value. Through economies of scale and smart design, the business will provide high quality products at everyday low prices, helping to make the best solutions accessible to everyone.
Know-how. There will be trained experts in store to support home improvers and break down the know-how barrier. The business has created a GoodHome Academy to train colleagues.
Simplicity. The aim of GoodHome is to always simplify things for customers. From creating digital tools to help with planning a project, to products that are easy to use and install. Examples include a tap you can install with a simple click, to flexible bathroom furniture to fit in any corner.
Sustainability. GoodHome is green inside and out so our products have sustainability designed in from the start, such as low waste taps and air-purifying paint. It is also our commitment to support our community, so we will also use our time, skills and resources to make home improvement accessible for those who need it most.
Véronique Laury, CEO of Kingfisher, said: “People’s homes are important to them. They want to make them as good as possible and feel proud of them. But all too often home improvement can be complicated and stressful, a nightmare. That’s why we want to shake things up and do home improvement in an entirely new way.
“We saw this opportunity three years ago and re-thought every part of how we operate. We started to build the engine and create the conditions for a new, innovative customer experience. GoodHome is the exciting next step in that transformation. The point at which it becomes concrete for customers.
“GoodHome is our new international home improvement customer proposition, based on deep customer understanding. It stands for all our changes - it stands for simple, sustainable, unique and innovative solutions that last and which are affordable. GoodHome is the name we put on everything we are doing to make home improvement accessible to the many, not the few: our new product offer, new services, new store concepts, our training centre and our new charitable foundation.”
From May 2019, GoodHome products and services will be available online and in B&Q, Castorama and Brico Dépôt stores throughout the UK, France, Poland and Romania. For more information please visit www.kingfisher.com/GoodHome
ENDS
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About Kingfisher plc
Kingfisher plc is an international home improvement company with over 1,300 stores in 10 countries across Europe, Russia and Turkey, supported by a team of 77,000 colleagues. We operate under four retail brands - B&Q, Castorama, Brico Dépôt and Screwfix. We offer DIY and home improvement products and services to nearly six million customers who shop in our stores and through our digital channels every week. Our customers are everyone wanting to improve their home, as well as the experts and trade professionals who help them. We believe everyone should have a home they feel good about, so our purpose is to make home improvement accessible for everyone. www.kingfisher.com
About GoodHome
GoodHome is our new home improvement brand and will provide a new, simpler way of doing things for home improvers, their helpers and the pros. It will offer unique products and solutions that are design-led, high quality and well-priced, and help to make home improvement accessible for everyone.
GoodHome and the GoodHome logo are trade marks owned by the Kingfisher group.
The 11 most common home improvement projects
Home improvement projects cross lots of categories and require services for those who want to manage the project from A to Z – according to their skills, time and money. So, from now on, our stores and digital solutions will be designed to help complete the full project easily. We call this a ‘Projects’ approach – and it means we will be able to give customers joined up, seamless solutions, whether their projects are big or small. Based on our customer insight, we have identified the following projects to deliver what customers need:
- Modernise an existing bathroom
- Renovate an interior wall and ceiling
- Renovate an internal floor
- Refresh the home interior
- Improve the heating efficiency of the home
- Create and improve the home space
- Maintain the home – internal and external
- Modernise an existing kitchen
- Modernise, create and maintain the garden
- Secure and automate the home
- Tools for the project
