Homebase: A Brand Led Business Renovation

Homebase, a home improvement retailer, launched a campaign in the UK to rebuild the business and brand, and improve consideration amongst consumers.

Executive Summary

In 2018 Homebase was sold for £1, having been taken to the brink of collapse.

Destined for the scrapheap, this paper outlines how its new owner Hilco, instead delivered a truly remarkable turnaround of the business, that achieved a £300m valuation of the company by 2021.

Central to the recovery was redefining the Homebase brand, then aligning every part of the business behind it.

Redefining the brand began with understanding how the role home plays in our lives has fundamentally shifted. Traditionally a passive place of escape from the world, home is now the central component of almost...

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