B&Q, Cooke & Lewis, UK

In the highly-competitive world of Retail, own brand strategy often drives the business. The UK’s largest DIY and Home Improvement retailer B&Q realised that their ‘better’ kitchens were not the customers’ first choice. The simple truth was that home-makers were reluctant to trust B&Q’s style credentials. If B&Q wanted to improve their premium kitchen sales, a well thought through, standalone brand based on style and quality was needed.

20.20 worked hand-in-hand with B&Q to create Cooke & Lewis: a top-tier stand –alone (find a better word) kitchen brand that epitomised everything their customers were seeking. 20.20‘s inspiration did not stop there: the team also developed POS and merchandising guidelines to complete the brand experience.

Cooke & Lewis was quick to deliver success. Although the brand was launched in the depths of the recession, B&Q saw their market share in kitchens rise significantly. Best of all, estate agents’ marketing materials began to include Cooke & Lewis kitchens as a selling-point: evidence that the brand had achieved the status we intended.