Fionnuala Johnston is the design manager for B&Q. The DIY superstore has just launched a new range of furnishings and lighting in a bid to capture the female market. Andrew Davies went to meet her...

Can you describe exactly what your job entails?
I set the designs, styles and colours for the coming season so we work 12-18 months ahead and I work with the buying teams to realise what new trends are coming up. I work across all of B&Q so work in decorative and outdoors, as well as kitchens, bedrooms and bathrooms. One of my key roles is to try to ensure there's coordination and a consistent story across the styles and looks we're trying to promote.

I'm ashamed to say I was surprised to hear that B&Q had a design manager.
The big story is that we're changing. We're embracing the softer side of things and we want to attract more female customers as well as the customer we already have. We're adding to what we have, hence there is now design and brand management and we've built a team to deal with the whole look, feel and product merchandising so there's a real incentive to make these things happen.

Is that driven by the market or the consumer?
It's all these things; there's a general interest in home improvement and home decoration across the board. The customer is more empowered than ever before and they want to improve their homes and have them reflect their personality.

Is there are element of short-term fashion in B&Q now?
Definitely, especially with wallpaper. We have big ranges of wallpaper and curtains and have two range changes a year but we have shorter hits coming in too now. There's more choice today, more trends, more new things and more stylish products.

How are the stores changing?
They're being revamped and refitted to make them a nicer shopping experience. There are more 'shops-within-shops' now - so there's a kitchen shop, a bathroom shop, a bedroom shop, a decorative shop - so it feels much more like a home decor store. We still have all the DIY as it's very important and we're not going to lose it. But it's all more female friendly and a more pleasant experience.

Dare I say this all sounds like a very independent retailer way of thinking?
The thing about B&Q is that yes, you can choose your kitchen, but you can also choose your tiles, your paint, your lighting, your floor and actually get everything you need to complete the project and that's the thinking behind increasing the style and design aspects. It's a more customised experience, more friendly and more like a specialist, but we're not going to become one.

Will there be more knowledgeable staff who can give advice?
We have experts and staff that have been given more training in how products are developed and delivered and the staff have been given extra help to realise the breadth of what we have to offer.
I think a lot of customers want advice and reassurance so they may choose a wallpaper for a feature wall but then need help picking a paint colour to go with it.

It's interesting to see this many design variations even in such a mass market store.
People are much more style conscious today. They have a good idea about what they want and will consider all possibilities. They want to go somewhere where they can see all that. Because of the size of our stores we can offer that broad choice which is very exciting, especially for me as I have so much scope.

Is there a stigma attached to saying you've bought something from B&Q?
No, not at all, shoppers are too smart. Look at how much people love going to Primark. We're changing packaging to reflect the style of the products, not to disguise where it's from. B&Q is a very strong brand.