Direct supplier looks to broaden appeal to encompass more diy-ers.
Ironmongery Direct is continuing to blaze a trail across the hardware market as it announces plans to attract more consumer diy-ers.

The architectural ironmonger, which currently has a customer base split of 70% trade; 30% consumer/diy, will begin its assault by re-launching its website in May.

According to Chris Bass, executive chairman, the website's traffic is growing continually and financially represents 25% of Ironmongery Direct's business.

The website will be more user-friendly and under the guidance of Paul White, project manager, it will provide a 'knowledge base' of downloadable guides, tips and advice.

Mr White said: "It's ensuring that customers get an educated product choice. We'll explain the benefits, and give them informed choices."

Managing director Wayne Lysaght-Mason said: "Because our consumer base is growing at such a rate, the challenge for us is to make their lives easier.

"We know from experience that with some products you need additional support materials. But unless you know that when you order it's frustrating when your parcel arrives with parts missing.

"With the website we can provide tips that will help the consumer – in one way it's making it a bit more transactional, and in another a little bit more consumer friendly."

The website revamp is part of Ironmongery Direct's plans to continue doubling turnover every 18 months. Since 2000, it has grown turnover by more than 35% year-on-year.

Additional parts of its growth plans include developing its marketing strategy for customer recruitment, and an extension of its range of fashionable lines.

Based in Essex, Ironmongery Direct was established more than 35 years ago as a traditional architectural ironmonger. Customers include builders, joiners, and shop fitters to schools, hospitals, and diy enthusiasts.