Chris Dawson, owner of The Range, reinvigorates Wilko a year after its acquisition.
- Initially planned as an online retailer, Wilko returns to the high street amidst strong public sentiment.
- With six profitable stores, Dawson aims for 300 new outlets within five years, exploring new store concepts.
- Wilko broadens its product range to meet customer demands, increasing health, beauty, and cleaning essentials.
- The brand strengthens its digital presence, expanding online offerings and enhancing in-store technology.
Chris Dawson, the entrepreneur behind The Range, has undertaken the task of rejuvenating the Wilko brand, marking a year since its acquisition from administration. Originally intended to operate solely online, Wilko’s revival strategy shifted following a groundswell of public support for the brand’s physical presence, particularly noted in Northern regions. Dawson, acknowledging the brand’s emotional significance, has committed to its revitalisation, expressing pride in its resurgence and emphasising substantial investment.
The strategic expansion of Wilko now includes six operational stores, with five already turning profits, setting a foundation for further growth. Dawson has articulated plans to open up to 300 stores over the next five years, suggesting a robust operational blueprint for Wilko 2.0. This expansion takes a measured approach compared to competitors, allowing time to trial new concepts and gather consumer feedback to refine the store offerings.
The initial batch of stores, located in Exeter, Plymouth, and Luton, introduced an expanded array of branded products, seasonal items, and fortified home and DIY sections. Adjustments have been made to the product inventory, reintroducing Wilko’s popular health, beauty, and cleaning products, responding to customer feedback which emphasised these areas. Dawson’s commitment to maintaining 80% of Wilko’s traditional product line within six months underscores the alignment with consumer expectations.
Enhancements extend beyond product range, as Wilko reintroduces its food-to-go options alongside new partnerships, such as with Iceland, to augment its in-store appeal. Investment in peripheral services like insurance, tool hire, and lottery is aimed at enhancing customer convenience, although the focus remains firmly on essential everyday products. The strategic introduction of Café Eighty Nine is also being evaluated for expansion based on its successful debut.
Dawson’s foresight in digital integration sees Wilko’s online platform expanding aggressively, now offering over 100,000 products. The integration of self-service terminals and the use of The Range’s store network for click-and-collect services are key components of this digital strategy. This approach not only boosts Wilko’s online turnover but enhances customer accessibility and convenience, a pivotal factor in contemporary retail success.
Wilko’s revitalisation under Chris Dawson’s stewardship reflects careful strategy, robust consumer engagement, and a commitment to both innovative and traditional retail practices.
