Payless, a name which disappeared from the UK diy market a decade ago, is back...
Focus this week launched an initial range of 200 big-value diy and garden lines under the Payless brand - reviving a name last seen in the diy market in the 1990s.

The 200 products - described as entry level, functional, essential and high-volume - are the first of what will later become a 1,000-strong range, and are the result of a project which has gone from conception to launch in just nine weeks.

The first products are largely UK-sourced because of the lead times from the far east, and includes things as varied as multi-purpose compost, a complete toilet in a box, a paint range, and ironing boards. A full tool range will follow, once the far east factories have fulfilled initial orders.

Packaging is ultra-simple and highly visible, using the corporate colours of bright green and navy blue on a white background. Pricing is extremely competitive: five litres of PBW emulsion for £4.99, for example.

"It's here to stay, it's going to grow, it's got traction," said Focus commercial director Gary West.
Another 700-800 skus will follow in the new year, taking the full range up to 1,000 skus. With a total of 12,000 skus in a Genesis store, the means that the Payless brand will represent around 8% of the total Focus range - and because it is beuing used for high-volume lines, its impact on sales may well be substantially greater. "Payless could be 20% of Focus sales," said Focus chief executive Bill Grimsey.

The launch follows the roll-out two weeks ago of the 'pay less' marketing campaign with projects like 'refresh a room for £20' - two cans of paint, brushes, roller and tray. This campaign will continue, with between six and a dozen projects at any time of the year, said Mr West.