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Leekes looks to capitalise on home expert branding

Published: 21 April 2008
Welsh retailer considers options to add to store estate.
Leekes looks to capitalise on home expert branding
Leekes is looking at options to add to its store portfolio.

The well-established retailer has enlisted the help of chartered surveyors, DTZ, to look at potential new sites along the M4 corridor and that fall in between its existing Cross Hands and Melksham stores.

Options include a 50,000 sq ft site possibly for a home essentials outlet; and a 120,000 sq ft store.

The Welsh retailer has also undergone a rebranding as part of a business review that it believes will take it into its next phase of development.

The evolution, as commercial director, Emma Leekes describes it will see it build on its position of 'home experts' with business initiatives for this year, a focus on customers and service, and a high emphasis on product quality, and fair pricing.

She said: "We are moving the business forward and our evolved brand identity reflects the company that we are today. We are the 'home experts' with 100 years behind us and a diverse product range for every part of the home.

The company will be expanding its online shopping service, www.leekes.co.uk, and is launching a new in-store interior design studio to help customers plan bespoke rooms.

Leekes said it is still performing relatively well, particularly in furniture sales, despite general belt-tightening felt elsewhere.

The Welsh retailer's furniture sales have risen by over 2% on last year with improved profitability.

"Our plans are simple yet strategic. Play to our strengths, focus on our customers and get our service right," Emma Leeke said.

Leekes, which operates in Wales and the West has three stores in Llanstrisant, Melksham and Cross Hands as well as a large home improvement store in Tonypandy. The company employs more than 800 people with 200 based at its head office in South Wales.

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