Homebase leadership team culled as new owner Wesfarmers swings the axe

Among those to have already left include managing director Echo Lu, who joined the business last April.

Finance director Don Davis is also set to leave the business, along with commercial director Paul Emslie, retail operations director Ewan McMahon and marketing director Chris McDonough – who only joined Homebase in December – sources told Retail Week.

It is thought those senior roles are to be filled by Wesfarmers personnel.

Australian retailer Wesfarmers’ £340m deal to acquire Homebase was completed on Monday.

Wesfarmers revealed in January that it aimed to install its own management team but the extent of the cull will surprise some.

Peter Davis, a Bunnings lifer and its current chief operating officer, is to take the role of managing director at Bunnings’ UK and Ireland division. When his appointment was revealed in January the future of Echo Lu’s position at Homebase remained unclear.

At that time Rodney Boys, Bunnings’ logistics and improvement general manager, was also unveiled as the new finance director.

When the deal was first revealed, Wesfarmers said there is “significant potential” to expand the store footprint under the Bunnings fascia.

The group said its stores would focus on “lowest prices” and “hours to suit all customers” as it takes on the likes of B&Q and Wickes.

As part of the deal Wesfarmers intends to eventually phase out the Homebase name, replacing with its own Bunnings fascia within the next three to five years. 

The retailer is Australia’s largest hardware chain, with a total of 338 stores including a presence in New Zealand.

Wesfarmers declined to comment on the Homebase exits.