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Wickes Bets Big on Physical Stores, Expanding to 300 Locations

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  Published in Stocks and Investing on Tuesday, March 17th 2026 at 12:36 GMT by reuters.com
      Locale: UNITED KINGDOM

LONDON, March 17, 2026 - In a move that challenges the prevailing narrative of retail's complete migration online, Wickes, the British home improvement retailer, today announced its commitment to a robust physical presence, targeting a network of approximately 300 stores across the United Kingdom. This ambition, coupled with reported profits exceeding expectations, signals a strategic bet on the enduring appeal of in-person shopping, particularly within the home improvement sector.

While many retailers have scaled back their physical footprints in recent years, Wickes is actively expanding and evolving its store network. The company, owned by FTSE 250-listed Buildbase and backed by French investment firm Cordia Partners, has already completed a significant overhaul of over 30 stores in the past year, with plans for continued refurbishment and expansion. Currently operating more than 230 locations, the push to reach 300 represents a substantial investment in physical retail infrastructure.

This isn't simply a return to the status quo. According to Wickes CEO David Hollinghurst, the company is fundamentally rethinking the role of the store. "We've seen a significant shift in how people want to shop," Hollinghurst stated. "Our stores are becoming more of a destination - a place to come and get advice, see products, and ultimately, feel confident in their home improvement projects." This suggests a move towards creating experiential retail spaces where customers aren't just purchasing goods, but actively engaging with the products and seeking expert guidance.

The success of this strategy hinges on recognizing a crucial element of the home improvement market: the complexity of projects. Unlike impulse purchases, renovations and DIY projects often require considerable planning, consultation, and a degree of confidence. Many homeowners, especially those less experienced, value the opportunity to discuss their plans with knowledgeable staff, examine materials firsthand, and receive personalized advice. Wickes seems to be positioning itself as a trusted partner in these endeavors, bridging the gap between online research and in-person execution.

While the company remained tight-lipped regarding specific profit figures, the confirmation of exceeding expectations is noteworthy. This positive performance underscores the resilience of the home improvement sector, which has demonstrably weathered periods of economic uncertainty better than many others. The trend of "improving, rather than moving" has been a key driver, as homeowners increasingly choose to invest in their existing properties instead of facing the challenges of a volatile housing market and high interest rates.

However, Wickes isn't ignoring the digital realm. The company acknowledges that approximately 20% of its sales originate online and remains committed to investing in its digital platform. This dual approach - strengthening the physical network while enhancing the online experience - reflects a pragmatic strategy that seeks to cater to a diverse range of customer preferences. The online platform likely serves as a crucial tool for initial research, product browsing, and order placement, complementing the in-store experience by providing convenient access to information and streamlining the purchasing process.

Analysts suggest Wickes' success is also linked to its focus on the 'trade' customer - professional builders and plumbers. Servicing this segment provides a consistent revenue stream and further justifies the investment in physical locations as distribution and collection points. This blend of retail and professional sales offers a degree of stability that pure-play online retailers often lack.

The future of retail is likely to be a hybrid model, and Wickes' approach appears to be a calculated attempt to find the right balance. By transforming its stores into advice centers and experiential showrooms, the company is positioning itself to thrive in a market where convenience, expertise, and a personalized touch are increasingly valued. The expansion to 300 stores will be closely watched by industry observers as a test case for the viability of a robust physical presence in the age of e-commerce. It will also be interesting to see how Wickes integrates its online and offline channels to create a seamless customer experience. Cordia Partners' continued backing is likely contingent on Wickes maintaining this trajectory of growth and profitability.