Homebase back into soft furnishings and kitchenware

Homebase has announced a new concession partnership with Ponden Home, which sells branded cookware and small kitchen appliances.

It’s the latest move for the home-improvement chain, which has been taking bold steps to recreate its former business model before Australia’s DIY giant Wesfarmers tried unsuccessfully to turn the chain into a pile-it-high DIY retailer.

Kbbreview reported last month that Homebase had reintroduced kitchen and bathrooms showrooms in its Orpington store as part of a trial, which would see KBB showrooms added in six stores in total before Easter.

The firm said that a Ponden concession would open in 30 Homebase stores around the UK, starting with its stores in Orpington and Haringey which will open at the end of February.

Damian McGloughlin, chief executive of Homebase, said: “We’re really pleased to announce a partnership with Ponden Home. Its range of homeware, curtains and bedding will complement the decorating and accessories we already have available for customers, giving them even more choice. This marks another important milestone as we continue to rebuild Homebase.”

Jason Anderson, managing director of Ponden, said: “We are confident that Ponden Home’s focus on quality product at outstanding value will resonate perfectly with Homebase’s customers. It is exciting to be part of the renewal of this excellent brand and continue to grow our retail footprint.”

Homebase has also announced concession partnerships with flooring specialists Tapi and bed brand Silentnight.

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