The DIY chain, which has 196 stores, is rolling out the refurbishment as part of its 'Feel right at home' activity. The work is intended to encourage consumers to spend more time in its outlets.
As part of the revamp, MFI is launching a concept store in Dartford that will include an 'inspiration area' with style magazines and interior-design books and samples. The retailer plans to roll out the concept to all its stores next year.
MFI is supporting the Dartford opening with a promotional campaign encompassing local press, outdoor and radio activity. It will back the rest of the refurbishment drive with similar initiatives.
The relaunched MFI stores will feature more stylised room themes designed to appeal to upmarket consumers. They will also include 'interactive planning screens', that will enable customers to plan their own rooms in a virtual environment.
Similar interactive portals have already launched at rival stores including IKEA. The Swedish furniture brand also pioneered the in-store cafe concept, offering snacks and soft drinks at low prices.
MFI's relaunch activity is being overseen by its marketing controller, Charles Elphick. The push follows a significant increase in marketing spend following its acquisition by Merchant Equity Partners last October. The chain is also sponsoring ITV1 series Hell's Kitchen.
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