The encyclopedia · Strategy & Leadership · Strategic decision · 1981–2025
Homebase: sold for £969M, Wesfarmers lost £1B on it, then it went for £1 and closed
Homebase was Britain's second-biggest DIY chain with 283 stores. Wesfarmers paid £340M, lost £1B. Hilco bought it for £1. In 2024 it went into administration.
Homebase · Wesfarmers · Hilco · CDS Superstores · Sainsbury's · 2024-11-13
What happened
Homebase was founded in 1981 as a joint venture between Sainsbury's and GB-Inno-BM, growing to 283 stores as Britain's second-largest home improvement chain. Over four decades it was sold repeatedly — to Schroder Ventures for £969 million, then Argos for £900 million, then Home Retail Group. Each owner extracted value but the chain was never given a strategy that worked.
The fatal blow came in 2016, when Australian conglomerate Wesfarmers paid £340 million for Homebase and attempted to convert it into Bunnings, its Australian hardware chain. The 'Bunningsization' failed spectacularly: Wesfarmers tried to force Australian branding, pricing, and layout on a British market that did not want it. Three years later, Wesfarmers had lost over £1 billion and sold Homebase to restructuring firm Hilco for £1.
Hilco immediately closed 42 stores and cut 1,500 jobs via a Company Voluntary Arrangement. The chain limped on at reduced scale until November 2024, when Hilco placed Homebase into administration for the second time in six years. CDS Superstores (owner of The Range) bought the brand, website, and 49 stores. The remaining stores were acquired by B&Q and Wickes or shut. The final four original Homebase stores closed on 22 March 2025.
Why it happened
- Wesfarmers attempted to import the Bunnings brand and operating model wholesale into the UK — Australian hardware culture did not translate and British customers rejected it.
- Four decades of ownership changes prioritised financial engineering over retail strategy. Homebase was bought and sold six times, each new owner claiming to fix it while the chain got weaker.
- Hilco's £1 purchase was an asset-strip, not a turnaround. The CVA closed stores and cut costs but never invested in the remaining business.
- The UK DIY market was dominated by B&Q and Screwfix (Kingfisher) and Wickes. Homebase was too small to compete on price and too weak to differentiate on service.
The lesson
A strategy that works in one market cannot be copied into another without understanding why it worked in the first. Wesfarmers had the right brand in Australia — and the wrong one in Britain.
Aftermath
Homebase was placed into administration on 13 November 2024. The brand, website, and 49 stores were acquired by CDS Superstores (The Range). The remaining stores were acquired by B&Q, Wickes, or closed. The last four original Homebase stores closed on 22 March 2025. The Homebase name continues as a brand within The Range's portfolio, but the standalone chain is gone.
Sources
- Homebase — Wikipedia
- BBC News — Homebase enters administration with 2,000 jobs at risk (Nov 2024)
- Homebase collapses into administration with thousands of jobs at risk — The Guardian (Nov 2024)
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