The Wilko brand is undergoing a significant revival under the ownership of Chris Dawson, with a focus on high street presence and new store concepts.
- Initially planned as an online-only venture, Wilko’s return to physical stores came after widespread public demand for its high street revival.
- With a blueprint for Wilko 2.0, Dawson aims to open 300 stores over the next five years, already achieving profitability with initial openings.
- Key to the strategy is tweaking product offerings based on customer feedback, emphasizing essentials like health, beauty, and cleaning products.
- Wilko’s expansion includes a digital transformation and in-store enhancements, leveraging The Range’s infrastructure.
The revival of the Wilko brand, under Chris Dawson’s ownership, marks a significant shift for the iconic retailer. Initially intended to remain online, the business model pivoted towards reopening physical stores, driven by public demand. As Dawson remarked, the brand experienced an outcry of support, particularly in northern regions, prompting a decision to breathe new life into Wilko’s high street presence.
The company’s strategy, termed Wilko 2.0, is ambitious, planning up to 300 store openings within five years. The initial six stores have set a profitable precedent, providing a solid foundation for further expansion. Wilko’s team has taken a cautious and calculated approach, fine-tuning new store concepts and testing product mixes to better align with customer needs.
Retail executives like Ben Exall emphasized learning from these initial reopenings. The strategy included expanding popular categories, such as health, beauty, and cleaning products, while reintroducing the food-to-go range and partnering with Iceland. These adjustments aim to restore Wilko’s reputation for convenience and variety, as well as ensuring customer loyalty by offering essential products in bulk.
Innovative digital strategies supported the revival, with online shopping experiences greatly enhanced. Wilko’s website now featuring over 100,000 products and new collections like home and garden ranges further boosted the brand’s online appeal. In-store, the integration of digital kiosks and self-service terminals streamlined the shopping process, enhancing customer convenience.
The brand’s click-and-collect service, supported by The Range’s extensive store network, allows for quick and convenient product pick-ups. Dawson is optimistic about the future, planning further enhancements to this service, including trialing at large events. His vision is for a seamless blend of physical and digital retail experiences, maximizing the brand’s reach and efficiency.
Chris Dawson’s strategic efforts are set to redefine Wilko’s place in the retail landscape, with a promising blend of tradition and innovation.
