DIY retailer Focus has generated sales of more than ÂŁ1 million from its new value range Payless since launching it four weeks ago.
The retailer said the range accounts for more than 3 per cent of total sales and expects it to turn overÂŁ500,000 a week by the end of the year.
âIt will be aÂŁ25 million brand annually,â said Focus chief executive Bill Grimsey. âItâs been a massive success, above expectations, and it is still growing.â
There are 131 Payless SKUs in stores at present, which will increase to 200 by the beginning of December. A further 700 will be added when the second phase of the launch kicks in by Easter.
âOur customers are responding to this launchâ said Grimsey. âWeâve hit the nail on the head. We predicted our customers would demand value and devised the range in nine weeks.
âConsumers are definitely responding to value-based propositions. Weâve done the right thing.â
Last week Focus sold 250 Payless sheds and 8,000 Payless paint products. The Payless storage box is the top seller to date â 32,000 were bought last week alone.
Last month the retailer said it wanted to become the âLidl of DIYâ with its Payless products. The range could eventually represent 20 per cent of all sales.
Payless is being promoted via black and white ads in national newspapers, carrying tag lines including âScrew the recessionâ and âKeep the doom and gloom from the bathroomâ.
Separately, the retailer is pushing ahead with its store refit programme â six shops will have been overhauled by the end of the year. Focus said about half of its 181 stores could be refitted and the remainder partially refreshed.
By January, Focus will have made cost savings ofÂŁ8.2 million after the 750 redundancies announced earlier this month.
âIt will be aÂŁ25 million brand annually,â said Focus chief executive Bill Grimsey. âItâs been a massive success, above expectations, and it is still growing.â
There are 131 Payless SKUs in stores at present, which will increase to 200 by the beginning of December. A further 700 will be added when the second phase of the launch kicks in by Easter.
âOur customers are responding to this launchâ said Grimsey. âWeâve hit the nail on the head. We predicted our customers would demand value and devised the range in nine weeks.
âConsumers are definitely responding to value-based propositions. Weâve done the right thing.â
Last week Focus sold 250 Payless sheds and 8,000 Payless paint products. The Payless storage box is the top seller to date â 32,000 were bought last week alone.
Last month the retailer said it wanted to become the âLidl of DIYâ with its Payless products. The range could eventually represent 20 per cent of all sales.
Payless is being promoted via black and white ads in national newspapers, carrying tag lines including âScrew the recessionâ and âKeep the doom and gloom from the bathroomâ.
Separately, the retailer is pushing ahead with its store refit programme â six shops will have been overhauled by the end of the year. Focus said about half of its 181 stores could be refitted and the remainder partially refreshed.
By January, Focus will have made cost savings ofÂŁ8.2 million after the 750 redundancies announced earlier this month.
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