Homebase opens new Decorate stores

Homebase tests a new store concept. The British home improvement retailer has opened two stores under the new Decorate by Homebase brand in Sutton in the South of London and in Cheadle in the greater Manchester area. These smaller format high-street stores are located in former Bathstore shops and provide, according to the retailer, everything customers need under one roof for decorating projects - from the initial planning stages, to the final finishing touches.
The stores are dedicated to decorating, providing all the products needed for a decorating project, from paint colour and brushes, to flooring and tiling, as well as a small selection of homewares and decorating project essentials such as picture frames and hooks.
Colour consultants and interior designers - all trained by the Dulux Academy - will provide technical advice and inspiration. The range of paint available includes Homebase Paint, as well as ranges from brands such as Craig & Rose, Dulux, Elle Decoration by Crown Paints, Farrow & Ball and Rust-Oleum. Customers will be able to use the paint-mixing service.
Damian McGloughlin, CEO of Homebase, said: "We're always thinking about new store experiences for our customers, to deliver on our vision to make Homebase the go-to place for the inspiration, expertise and products customers need to take their projects from start to finish. We're extremely excited about this concept. This launch was initially in our plans for March, though we chose to delay opening to ensure we could open our doors safely for customers and our team. We are launching Decorate by Homebase on a trial basis at this stage, but we see potential to roll this out across more high streets in future."