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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.

Main Telephone 01908352400
Main Fax
Primary Address
Witan Gate House
500-600 Witan Gate
Milton Keynes, Buckinghamshire MK9 1GB

Bunnings Warehouse Contacts

Contacts (5/6)
Name Title City
Liz D. Regional Marketing Manager Buckinghamshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 01908352400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Witan Gate House
500-600 Witan Gate
Milton Keynes, Buckinghamshire

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bunnings ********

Agency Relationships

Brand Agency Service From To
******** ********** ***** ****** ******* Media Buying, Media Planning 2010 present

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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.

Company: here). 

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. 

Additional Information

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