Matalan launches into Home Improvement Market

Matalan launches Matalan Direct, a new brand selling larger home furnishings and home improvement items exclusively to eCommece customers.

Matalan Direct is a subsidiary brand of Matalan and will operate as a separate website, selling everything the retailer “couldn’t fit in store‎”.

Check out the Matalan Direct website here.

It has launched its new website selling bathrooms and bathroom furniture, but the retailer plans to expand the range into home furnishings and improvements to compete with the likes of B&Q, Homebase and Wickes.

Managing director of Matalan Jason Hargreaves said: “We are looking to cater for Matalan’s existing 12.5m customer base who are already highly engaged by the brand’s successful and fast-expanding homeware offering. Matalan Direct feels like a very natural expansion for Matalan and its positioning will complement our 'Made for Modern Families' proposition and offer customers the quality that they have come to expect from us."

Matalan said it is aiming to break the generic ‘website and bolt on blog mould’ by focusing on integrating content and commerce. It will provide inspiring articles “built into the product journey” as customers browse the website.

"By opting for an online platform, Matalan Direct will be able to offer an ever-expanding range of products without the restrictions of in-store on-boarding constraints,” added Hargreaves.

“Our target is to give customers maximum choice and convenience whilst remaining affordable which is why our range will retain our value price point but will also offer options to suit any budget."

Source: Caroline Baldwin - Essential Retail.

Read the full news article here.