In a stunning turn of events, the once-struggling Homebase brand has found new life through an unlikely partnership. The Range, a home and leisure retailer, has announced ambitious plans to resurrect the iconic DIY chain within its own outlets, ushering in an era of rebranded “superstores” that aim to capture the best of both brands.
The Range’s Bold Vision: Homebase Reborn
CDS, the parent company of The Range, wasted no time after acquiring 70 Homebase stores and the rights to the brand in the wake of the DIY giant’s collapse into administration last month. Rather than simply absorbing the outlets, The Range has unveiled a strategy to preserve and elevate the Homebase name within a new superstore format.
Starting in January, the first wave of converted Homebase locations will reopen as Range Superstores, boasting an enhanced product assortment and specialized departments. Notably, each superstore will feature a Homebase-branded garden center, while select locations will also showcase kitchen showrooms under the trusted DIY label.
Preserving Heritage, Embracing Innovation
The Range’s CEO, Alex Simpkin, emphasized the company’s commitment to honoring Homebase’s legacy while infusing the brand with a fresh perspective. “We’re fully committed to retaining the best of Homebase’s heritage while introducing the broader product range and value that customers expect from us as The Range,” Simpkin stated.
This fusion of tradition and innovation aims to create a unique shopping experience that caters to DIY enthusiasts, gardening aficionados, and home decorators alike. By leveraging the strengths of both brands, The Range seeks to establish itself as a one-stop destination for all things home and garden.
A Phased Rollout: 70 Stores by 2025
The rebranding process will unfold gradually, with three Range Superstores set to open on January 17th in Glasgow, Bournemouth, and Birmingham. From February onward, The Range plans to convert an additional 10 Homebase outlets per month, aiming to have all 70 acquired locations operating under the new format by early 2025.
As for the remaining 49 Homebase stores not included in the CDS acquisition, their fate remains uncertain. Administrators are actively seeking buyers to ensure their continued operation, with the Homebase brand serving as a temporary placeholder until new ownership is secured.
Digital Transformation: A Revamped Online Presence
The Range’s vision extends beyond brick-and-mortar stores, with significant investments being made in Homebase’s digital presence. The company has announced plans to relaunch the Homebase website in early 2025, offering a seamless online shopping experience that complements the new superstore format.
By enhancing both the physical and digital aspects of the brand, The Range aims to create a cohesive omnichannel strategy that meets the evolving needs and preferences of modern consumers.
Building on Acquisition Success: Lessons from Wilko
The Homebase acquisition comes on the heels of another major move by CDS: the purchase of Wilko, a budget homeware retailer that fell into administration in August 2023. Since acquiring the brand rights, CDS has successfully opened seven Wilko outlets in high street and shopping center locations.
While the company initially planned to launch 40 Wilko stores this year, the challenging retail landscape and competition in the value home goods sector have led to a more measured approach. Nevertheless, CDS remains optimistic about the future of both Wilko and Homebase, viewing these acquisitions as key pillars in its growth strategy.
Investing in Infrastructure, Eyeing Expansion
CDS’s chief executive, Alex Simpkin, highlighted the company’s strong financial position and low debt levels as key enablers for its ambitious plans. “We’re a well-funded, financially sound business, and our comparably low levels of external debt have empowered us to invest in future opportunities,” Simpkin remarked.
The company has identified hundreds of potential locations that could benefit from its presence, signaling a long-term commitment to expanding its retail footprint. By strategically investing in infrastructure and carefully selecting sites, CDS aims to bring its unique blend of value and variety to communities across the UK.
A New Chapter for Homebase: Renewal and Resilience
The resurrection of Homebase within The Range’s superstores marks a significant turning point for the beloved DIY brand. After years of struggle and an unfortunate slide into administration, Homebase has been given a second chance to thrive under new ownership.
By combining the strengths of both brands—Homebase’s expertise in home improvement and gardening, and The Range’s broad product offering and value proposition—CDS has created a compelling formula for success. This partnership not only breathes new life into Homebase but also positions The Range as a formidable player in the home and leisure retail sector.
As the first Range Superstores prepare to open their doors, the message is clear: Homebase is back, and it’s stronger than ever. With a renewed focus on customer experience, product innovation, and seamless integration between online and offline channels, the future looks bright for this iconic British brand.
The retail industry will be watching closely as The Range unveils its rebranded outlets, eager to see how this bold move will reshape the competitive landscape. If successful, the Homebase revival could serve as a model for other struggling retailers seeking to adapt and thrive in the face of adversity.
One thing is certain: the story of Homebase is far from over. With the support and vision of The Range, this beloved brand is poised to write an exciting new chapter in its long and storied history. As customers rediscover the joys of DIY and gardening within these transformed superstores, Homebase’s legacy will continue to inspire and delight for generations to come.
