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B&Q has unveiled a portfolio of bedroom and home office furniture,

branded 'it', as part of an ongoing strategy to reposition itself as a

key destination for style-conscious consumers.

The range, created by interior designer Tara Bernerd, has been conceived

to tap into the demand for 'modular' furniture that allows consumers to

choose items according to their taste and the dimensions of their home.

B&Q will assemble the range for its customers.

It is available in five different finishes along with a broad range of

accessories such as shelves and door handles. B&Q hopes what it

describes as its 'Conranesque' range will appeal to consumers who

previously would not have considered visiting one of the retailer's

stores.

The it range, which has been trialled in a number of stores since last

year, will be rolled out into all B&Q shops in April. It is likely to be

backed by an advertising push through Bates UK, worth at least £4m.

Details of the supporting marketing activity will be revealed nearer

launch, said a B&Q spokeswoman.

From the middle of next month, consumers will also be able to buy

it-branded products via B&Q's e-commerce operation, diy.com.

B&Q has recently placed much greater emphasis on repositioning the brand

as a store where consumers can find a broad selection of DIY products

that are stylish as well as practical.

Since marketing director David Roth arrived in mid-2001, the firm has

launched paint ranges called Tate and New England, as well as

contemporary tiles and ornamental furnishings under separate sub-brands.

Ad-vertising has reflected this shift, demonstrating the impact of

products in the home as well as the traditional price-focused ads

fronted by B&Q staff.

The launches are designed to generate greater brand loyalty among B&Q's

customer base as it eyes a long-term move into areas such as home

insurance and other products relevant to consumer lifestyles

(Marketing,October 25, 2001).

B&Q has a marketing spend of around £36m, which is overseen by

Roth.

It regularly tops Marketing's Adwatch table, and led the annual Adwatch

table published in December.