Brand strategies in a recession-hit international home improvement market

The economic downturn presents a severe challenge for the home improvement sector worldwide. The industry is dominated by a small number of internationally-owned retail brands, all of which are having to adjust their existing strategies, particularly in light of declining property prices in Western Europe.

Brand strategies in a recession-hit international home improvement market

Meg Carter

Global recession has hit hard the international home improvement retail sector - a business dominated by a small number of internationally-owned retail brands. Yet while major Do-it-Yourself (DIY) retailers are being forced to adjust their strategies in markets worst affected by slumping property values, significant pockets of opportunity for growth still exist.

The patchwork nature of the international DIY marketplace is most marked within Europe where consumers in EU member states spent €140.9bn on DIY in 2007. While growth in...

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