Bunnings is introducing a new tagline as it bids to establish itself in the UK and win over shoppers, Retail Week can reveal.
The Wesfarmers-owned DIY retailer is scrapping the “Lowest prices are just the beginning” line it launched in the UK with last year, and replacing it with “Your home improvement and garden centre”.
The struggling firm commenced the work earlier this week and hopes to have implemented the changes across its 23 UK Bunnings stores by mid-April.
The process includes repainting its exterior signage and changing the messaging inside its stores and on its staff uniforms.
Bunnings UK and Ireland managing director Damian McGloughlin, who succeeded PJ Davis earlier this year, said the change comes off the back of customer feedback and insisted the retailer remains committed to its low prices strategy.
He said: “Customer feedback is really important to us and as we continue to establish the Bunnings brand in the UK and Ireland, we are updating our tagline and building signage to showcase our great range of home improvement and garden products.
“We remain committed to delivering the widest range, best service and our policy of lowest prices, backed by our Price Promise Guarantee.”
It comes amid a period of uncertainty for the business, which acquired Homebase in 2016.
There is a question mark over Bunnings’ future in the UK after its Australian parent admitted it had botched its entry into the market by making unpopular changes at Homebase.
Wesfarmers has appointed Lazard to advise on a potential sale or CVA, and has reportedly contacted a variety of possible suitors ahead of a scheduled update on the future of Bunnings in nine weeks’ time.