Chain introduces strong range to challenge market leaders.
Focus DIY's takeaway kitchens are 'head and shoulders' above the competition.

That is the claim of Craig Hadley, kitchen buyer for the diy retailer who has canvassed opinion from customers to help with it with the launch of a nine-strong range offering a choice of finishes and designs.

"We've gone out into the market place and identified what our customers want from a kitchen, in terms of design, quality and added features," Mr Hadley told diyweek.net.

"From this research we have compiled a range, which will stand out against the competition. Our new range of take-away kitchens will put us head and shoulders above the competition with a wide range of fascias and worktops to suit any style or budget."

He continued: "Each one of the nine new take-away kitchens comes complete with soft close doors as standard – a first by any of the diy sheds.

"Customers can further upgrade their kitchen with various options such as soft close drawers, glass wall cabinets and tall larder/appliance units.

"Our customers can create their own unique kitchen off the shelf."

The new range of take-away designs play to Focus's aim to find a niche in the market where quality goods are available at affordable prices.

It has brought in Richard Bird, former Wickes md, to conduct market research and then revamp some ten Focus stores as prototypes, which will be more female friendly and home-decoration led.