Homebase

• • Homebase Summary**

• • Company History:**

Founded in 1969 by Sainsbury's, Homebase began as a do-it-yourself (DIY) retailer. Over the decades, it expanded significantly, becoming a major UK home improvement chain with hundreds of stores. In 2015, Wesfarmers acquired Homebase, leading to a rebranding and strategic shifts. By 2023, following Wesfarmers' exit from retail, Homebase was sold to CDS Superstores, marking another transformation phase.

• • Operations:**

Homebase's operations include a focus on supply chain efficiency, utilizing central warehouses for stock distribution since the 1990s. Their headquarters were moved in Milton Keynes in 2016. The company has faced challenges, including store closures and relocations, adapting to market changes and ownership transitions.

• • Loyalty Schemes:**

Homebase operated the Spend & Save Card from 1982 until 2009 when it switched to the Nectar scheme. Post-Wesfarmers acquisition in 2016, they left the Nectar program, reflecting strategic shifts under new ownership.

• • Advertising:**

Renowned for long-term partnerships, Homebase featured actors Neil Morrissey and Leslie Ash from 1999-2005. Their advertising campaigns also included notable songs by Girls Aloud, Enya, and Peter Bjorn and John, helping to establish brand identity.

• • Controversies:**

In 2013, Homebase faced criticism for a poster promoting the Workfare program, which was seen as exploiting volunteer labor. This led to public backlash and withdrawal from the program, highlighting issues around labor practices in retail.

Overall, Homebase's history reflects adaptability through various ownership changes, strategic shifts, and occasional controversies, shaping its position in the UK retail landscape.