Table of Contents
Executive Summary
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- Positive growth in the specialist market in 2014 – but the leaders continue to underperform
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- Figure 1: Total DIY/hardware specialists’ sector size (incl. VAT), 2009-19
- Consumer spending on DIY posts double-digit growth in 2014
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- Figure 2: DIY products market size breakdown, 2014
- Market shares – The leaders lose out
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- Figure 3: Leading DIY retailers’ market shares, 2013/14
- Where people shop
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- Figure 4: Where consumers have bought DIY products in the last year, March 2015
- What DIY products they bought
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- Figure 5: DIY shoppers: What they have bought in the last 12 months, March 2015
- Consumer attitudes towards DIY
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- Figure 6: Attitudes towards DIY stores, March 2015
Issues and Insights
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- Structural changes are having a profound effect on the market
- The facts
- The implications
- A re-evaluation of the superstore?
- The facts
- The implications
- Have we seen the recovery or is there more to come?
- The facts
- The implications
The Market – What You Need to Know
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- The housing market improves
- Confidence is also on the up
- The DIY sector is subject to the elements
- Consumer spending strong in 2014
- The DIY specialist market: a tale of two sides
- The big-box retailers
- The smaller trade focused retailers
- Looking forward
Consumer Spending on DIY Products
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- Mintel market size: Growth expected to continue in 2015
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- Figure 7: DIY products – market size (incl. VAT) 2010-15
- Breakdown by category
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- Figure 8: DIY products market size breakdown, 2014
- Quarterly spending
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- Figure 9: Quarterly spending on DIY products, 2011-14
- Spending breakdown, 2010-15
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- Figure 10: Consumer spending on DIY, market segmentation (incl.VAT), 2010-15
- Mintel’s market size
Sector Size and Forecast
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- Total DIY specialist sector size
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- Figure 11: Total DIY/hardware specialists’ sector size (incl. VAT), 2009-19
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- Figure 12: Total DIY/hardware specialists’ sector size (incl. VAT), in current and constant prices, 2009-19
- Segmental analysis
- Sheds continue to underperform
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- Figure 13: Sales and forecast: DIY ‘sheds’/big-box segment (incl. VAT), 2009-19
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- Figure 14: Sales and forecast: DIY ‘sheds’/big-box segment (incl. VAT), in current and constant prices, 2009-19
- Continued strong grow in the Other DIY and Hardware segment
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- Figure 15: Sales and forecast: Other DIY/hardware stores segment (incl. VAT), 2009-19
- Figure 16: Sales and forecast: Other DIY/hardware stores segment (incl. VAT), 2009-19
- Mintel’s forecast methodology
Market Environment
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- Housing transactions hit a high in 2014
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- Figure 17: Annual % change in the number of completed residential property transactions and retail sales through DIY specialists, monthly, January 2013-February 2015
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- Figure 18: Number of completed residential transactions per month, January 2008-Februay 2015
- Renting on the increase
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- Figure 19: Trends in tenure, percentage of all households, 2009-13
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- Figure 20: Tenure statistics, by age, 2013
- Confidence turns positive
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- Figure 21: Consumer confidence levels, January 2013 – April 2015
- Figure 22: Annual % change in average weekly earnings versus annual % change in consumer prices, 2009-2015
- Seasonality
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- Figure 23: DIY specialists sector sales, monthly % change on a year earlier, January 2013-March 2015
- Age demographics: increase in the number of older individuals
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- Figure 24: Composition of UK population, by age group, 2009, 2014 and 2019
- Inflation in DIY categories
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- Figure 25: Consumer Prices Index: annual % change, DIY categories, annual, 2010-14
- Figure 26: Consumer prices index: annual % change, DIY categories, monthly, March 2014- March 2015
Key Players – What You Need to Know
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- Just three majors left
- A trade and serious DIY format works best at the moment
- B&Q and Homebase both closing stores
- Trade and online also a winning option
- High street where the growth is
- And the market leaders need to follow
Channels of Distribution
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- Figure 27: Distribution on spending on DIY products, 2014
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- Figure 28: Distribution of spending on DIY products, in % and value terms (incl. VAT), 2013 and 2014
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Leading Specialist Retailers
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- The market leaders continue to underperform
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- Figure 29: Selected leading specialists, annual % change in sales, 2011-14
- Leading specialists’ sales
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- Figure 30: Leading DIY specialists: annual net revenues, 2013-14
- Store numbers and annual sales per outlet
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- Figure 31: Leading DIY specialists: outlet numbers, 2010-14
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- Figure 32: Leading DIY specialists: annual sales per outlet, 2010-14
- Sales area and sales densities
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- Figure 33: Selected leading DIY specialists: total sales area, 2010-14
- Figure 34: Selected leading DIY specialists: annual sales per sq m, 2010-14
- Operating profits and margins
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- Figure 35: Selected leading DIY specialists: operating profits, 2010-14
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- Figure 36: Selected Leading DIY specialists: operating margins, 2010-14
Market Shares
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- The market leaders lose share in 2014
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- Figure 37: Leading DIY retailers’ market shares, 2013/14
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- Figure 38: Leading DIY generalist and specialist retailers’ shares of spending on DIY, 2010-14
- Gains for the trade-focused DIY specialists
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- Figure 39: Leading DIY retailers’ share of the total DIY/hardware specialists’ sector, 2013 and 2014
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- Figure 40: Leading DIY specialist retailers’ shares of specialists’ sector sales, 2012-14
- About our market shares
Leading Non-specialist Retailers
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- Non-specialist market shares
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- Figure 41: Leading non-specialist retailers: Estimated shares of spending on DIY, 2014
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- Figure 42: Leading non-specialist retailers: Estimated shares of spending on DIY, 2012-14
- The consumer: Where people shop
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- Figure 43: Where consumers have bought DIY products in the last year, March 2015
- The grocers
- The leading pureplays
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- Figure 44: Amazon and eBay DIY SKU data, April, 2014 and 2015
- The mixed-goods discounters
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- Figure 45: Poundland’s new DIY offering ‘DIY Time’, Poundland Guildford, May 2015
Online
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- Definitions
- Online sales and market shares in the DIY specialists sector
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- Figure 46: Online sales by DIY specialists (incl. VAT), 2013-15
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- Figure 47: Share of online sales by DIY specialists, 2014 (est)
- Figure 48: Estimated percentage of sales online, selected major DIY specialists, 2014
- Online DIY product sales and market shares
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- Figure 49: Estimated online DIY product sales (incl. VAT), 2013-15
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- Figure 50: Shares of online DIY sales, by retailer/sub-sector, 2014 (est)
Space Allocation Summary
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- Overview
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- Figure 51: DIY retailers: Summary of in-store space allocation, April 2015
- Detailed space allocation
- DIY superstores
- High street specialists
- Non-specialists
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- Figure 52: Detailed space allocation estimates, April 2015
Retail Product Mix
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- Figure 53: UK: Leading DIY retailers, estimated sales by product, 2014/15
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- Figure 54: UK: Leading DIY retailers, estimated sales density by product category, 2014/15
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Who’s Innovating?
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- In-store and online
- Innovative PoS technology
- In-store robotic assistants
- App for a more inspirational online DIY experience
- 3D simulator
- Online real-time estimates for home improvement projects
- Same-day delivery
- Cut-price DIY range
- New store formats
- Giving tools a second life
Brand Communication and Promotion
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- Advertising spend down 8% in 2014
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- Figure 55: Total main media advertising spend in the UK DIY retailing sector, 2011-14
- B&Q leads the pack
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- Figure 56: Main media advertising spend by leading DIY retailers, 2011-14
- Share of advertising spend
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- Figure 57: Share of total main media advertising spend in the UK DIY retailing sector, by retailer, 2013-14
- 43% of total DIY retail advertising spend channelled through TV
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- Figure 58: Main media advertising spend, by media type, 2011-14
- Figure 59: Leading DIY retailers main media advertising spend by media type, 2014
- What we have seen in 2015
Brand Research
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- What you need to know
- Brand map
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- Figure 60: Attitudes towards and usage of selected brands, November 2014 and February 2015
- Key brand metrics
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- Figure 61: Key metrics for selected brands, November 2014 and February 2015
- Brand attitudes: Wilko’s value is a defining feature
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- Figure 62: Attitudes, by brand, November 2014 and February 2015
- Brand personality: B&Q’s advertising spend may help drive a more vibrant image
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- Figure 63: Brand personality – macro image, November 2014 and February 2015
- Wilko’s perception of value comes at the expense of a basic brand image
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- Figure 64: Brand personality – micro image, November 2014 and February 2015
- Brand analysis
- B&Q tends to perform strongly across metrics
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- Figure 65: User profile of B&Q, February 2015
- Wilko most likely to be noted for value
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- Figure 66: User profile of Wilko, November 2014
- Wickes lacks the penetration of other brands
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- Figure 67: User profile of Wickes, February 2015
- Homebase’s negative perceptions may contribute towards slipping usage
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- Figure 68: User profile of Homebase, February 2015
The Consumer – What You Need to Know
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- Greater competition
- Move back to the inner cities
- Younger people prefer the non-specialists
- Few people buy online and they tend to be younger
- Homebase fares best in satisfaction, but B&Q rated for service
- Two thirds of people plan to do some DIY work in the coming year
- A third of the population hates DIY
Where They Shopped
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- Figure 69: Where consumers have bought DIY products in the last year, March 2015
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- Figure 70: Number of different DIY retailers or types of DIY retailer used, March 2015
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- Figure 71: Where consumers have bought DIY products, in-store and online in the last year, March 2015
- Who shops where
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- Figure 72: Profile of shoppers for DIY goods, March 2015
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- Figure 73: DIY shoppers – Profile of in-store and online shoppers, March 2015
- Where people mostly shop
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- Figure 74: In-store DIY buyers – Store used most often, March 2015
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- Figure 75: Profile of shoppers at stores most frequently used for DIY, March 2015
- The consumer – What they bought
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- Figure 76: DIY shoppers: What they have bought in the last 12 months, March 2015
- Figure 77: Numbers of different types of DIY products bought, March 2015
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- Figure 78: Purchasers of products by most used DIY store, March 2015
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Satisfaction with DIY Stores
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- Figure 79: Overall satisfaction with DIY store, March 2015
- Key driver analysis
- Key drivers
- Key driver methodology
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- Figure 80: Key driver analysis of overall satisfaction with DIY in-store retailer shopped at most often, March 2015
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- Figure 81: Key driver analysis of overall satisfaction with DIY in-store retailers shopped at most often, March 2015
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- Figure 82: Key driver analysis of overall satisfaction with DIY in-store retailers shopped at most often, March 2015
- Satisfaction and stores used
- Homebase
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- Figure 83: Homebase: Satisfaction relative to the average, March 2015
- B&Q
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- Figure 84: B&Q: Satisfaction relative to the average, March 2015
- Wickes
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- Figure 85: Wickes: Satisfaction relative to the average, March 2015
- Argos
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- Figure 86: Argos: Satisfaction relative to the average, March 2015
- Wilkinson
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- Figure 87: Wilkinson: Satisfaction relative to the average, March 2015
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Plans for 2015/16
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- Figure 88: Home improvements planned for the next 12 months, March 2015
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- Figure 89: Number of people choosing home improvement to spend money left over on, 2009-15
- Figure 90: Profile of those planning various DIY projects over next year, March 2015
- Who will do the work?
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- Figure 91: Home improvement plans and who will do the work, March 2015
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- Figure 92: Proportion of people planning to use tradesmen for home improvement, by task, March 2015
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- Figure 93: Planned DIY work by favourite DIY retailer, March 2015
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Attitudes towards DIY
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- Figure 94: Attitudes towards DIY stores, March 2015
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- Figure 95: Profile of holders of attitudes towards DIY, March 2015
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- Figure 96: Attitudes towards DIY work, by favourite DIY retailer, March 2015
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CHAID Analysis
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- Methodology
- Consumers lacking the skills they need
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- Figure 97: DIY Retail – CHAID – Tree output, March 2015
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- Figure 98: DIY Retailing – CHAID – Table output, March 2015
Clas Ohlson
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- What we think
- International expansion plans
- Extending ‘Club Clas’ to Finland
- Company background
- Company performance
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- Figure 99: Clas Ohlson: Group financial performance, 2010/11-2014/15
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- Figure 100: Clas Ohlson: Outlet data, 2010/11-2014/15
- Retail offering
Homebase Ltd
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- What we think
- Rethinking the use of space
- Continued integration of the group
- Use of technology
- Company background
- Company performance
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- Figure 101: Homebase Ltd: Group financial performance, 2010/11-2014/15
- Figure 102: Homebase Ltd: Outlet data, 2010/11-2014/15
- Retail offering
Kingfisher Group
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- What we think
- One Kingfisher
- Risky
- Online
- Caution
- Outlook for DIY
- Where next
- Company background
- Company performance
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- Figure 103: Kingfisher, like-for-like sales growth by country, 2014/15
- Figure 104: Kingfisher Group: Group financial performance, 2010/11-2014/15
- Figure 105: Kingfisher Group: Outlet data, 2010/11-2014/15
- Retail offering
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- Figure 106: B&Q (UK) and Castorama (France): sales breakdown, by category, 2014/15
Wickes/Travis Perkins Retail
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- What we think
- Broadening its appeal
- Growth in new stores
- Market conditions
- Company background
- Company performance
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- Figure 107: Travis Perkins Retail: Group financial performance, 2010-14
- Figure 108: Travis Perkins Retail: Outlet data, 2010-14
- Retail offering
Appendix – Data Sources and Abbreviations
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- Data sources
- Mintel’s DIY market size
- Specialist sector size
- Fan chart forecast
- Consumer spending definitions
- Financial definitions
- Abbreviations
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