British retail brand development consultancy SCG London is to create a new concept for Iceland's biggest DIY chain, Husasmidjan, to create a softer, friendly feel for a bigger share of the home improvement market.
The new interiors and branding format is to be revealed in early summer at the opening in Reykjavik of one of the company's largest stores (3,000 sq m) in a development opposite the city's latest shopping centre. Husasmidjan has 16 other outlets and the new concept will be a key driver in maintaining and developing the company's well known profile in Iceland.
Husasmidjan aims to position itself to appeal more to the country's growing band of DIY enthusiasts with a wide range of products at competitive prices. Half its customers are already home improvers. While the other half, building professionals, remain a vital core market.
The focus is to centre on home decor – paint, tiling and complete kitchen and bathroom solutions together with house wares such as crockery and electrical appliances. 'We want to provide a bigger range of softer products and to create an easier shopping environment', says Husasmidjan's Managing Director Arni Hauksson.
Icelanders share Britons' enthusiasm for improving their homes. 'In Iceland people spend a lot of time working on and maintaining their homes. The demanding climate requires substantial maintenance investment and the interior home environment is very important as they prefer to be inside because the weather is more difficult', says Hauksson.
SCG London MD Clive Woodger took a team from Husasmidjan around some of the UK's leading DIY outlets. 'We will be taking some elements from UK DIY retailing including the trend to appeal to the family, but the sophisticated Icelandic market will require a high level of innovation and inspiration with solution-led approaches' says Woodger. SCG London's UK clients include Homebase, B&Q and Focus Wickes.
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For more information contact: Jan Comer, Aurora PR for SCG London, tel 020 8287 1124, fax 020 8286 2556, jan_comer@blueyonder.co.uk.
Submitted: 27 May 2003
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