OK it may be an online attack on traditional DIY retailers B&Q and Homebase. It is, however, starting with the customer experience and getting them what they want faster, cheaper and better.
“DIY is one of the last retail categories to start transitioning online. If you compare it to categories like clothes where maybe 20 per cent of sales are already through the online channel, this category is below 5 per cent in many countries,” said Chris Caulkin, a principal at General Atlantic. “There’s a very attractive medium-to-long term growth opportunity in looking to shift DIY online.”