Bunnings Warehouse | Company Profile, Marketing Contacts, Media Spend, Brands
Australian retail giant Wesfarmers has purchased Homesbase from Home Retail Group and re-branded it as Bunnings Warehouse, the popular Australian DIY store chain.
Bunnings Warehouse ContactsContacts (5/6)
|Liz D.||Regional Marketing Manager||Buckinghamshire|
Sample of Associated Brands
|Chris C.||Manager, MultiChannel Operations||Buckinghamshire|
|Lisa L.||Advertising & Campaign Manager||Buckinghamshire|
|Mike F.||Manager, Marketing Projects||Buckinghamshire|
|Peter D.||Managing Director, Bunnings - UK&I||Buckinghamshire|
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Now a Review Imminent, new Homebase owners begin testing Bunnings brand under new team
Subject: Digital, TV, Outdoor, Branding, Online, CRM, Omnichannel.
Opportunity: Now in Review Imminent status, the vulnerable account is set to open its first Bunnings Warehouse by October, a test-store that is an "absolute precursor" for where investments go in the future, according to Bunnings CEO John Gillam.
Wesfarmers believes that staying under the Homebase brand would "put a lid" on how much the brand could grow in the competitive UK DIY market, however it could lose the brand recognition associated with Homebase. Regardless, the new owners plan to spend $750m on rebranding a dozen pilot stores and overhauling all digital strategies.
With Bunnings known for its TV and experiential marketing activity, sellers should go after campaigns likely planned for the second half of the year. Agencies should know that former relationships are likely obsolete under new ownership, and Wesfarmers will have to appoint UK-based agencies for messaging to take Homebase out of Brits’ vocabularies and replace it with Bunnings.
Media Spend: Spent £29.4m last year in TV, radio, direct mail, press, outdoor, door drop and digital, according to Nielsen. This was down slightly from £32.1m in 2014. Q2 and Q4 are when the retailer spends the most on advertising.
Recent Executive Shifts: Unsurprisingly, nearly all Homebase team members were on the outs after the VAI to begin with.
In March, 33-year Bunnings Group veteran Peter (PJ) Davis was appointed as the new Bunnings UK and Ireland boss. Shortly after, Michael Finn relocated as the UK and Ireland regional operations manager. Wesfarmers then said it would to add 15,000 new employees in the UK and has already started to do so. This week, former Kingfisher exec Matt Tyson joined the team to work with former Asda boss Archie Norman on the advisory board.
Former Argos head of IT Henrietta Baring joined Bunnings in April as head of IT transformation.
Competitors: With the UK’s home improvement and garden market estimated to be worth £38bn, Bunnings will go head to head against competitors Travis Perkins.
Agency Relationships: Homebase had used Salmon, Uber Agency, MindShare UK for its agency needs while under the ownership of Home Retail Group. Bunnings has worked with The Brand Agency and UM Australia in the past.
Bunnings Warehouse (aka. Homebase)
489-499 Avebury Boulevard Saxon Gate West Central Milton Keynes MK9 2NW 01908 600 717
Mr PJ Davis
Managing Director, Bunnings UK and Ireland
Mr Michael Finn
Regional Operations Manager - Bunnings UK and Ireland