Build Center, Wolseley UK’s specialist construction supplies chain, is set to raise the stakes in the builders’ merchant sector by introducing a radical change to the appearance of its 280 branches, and elements of its customer offer.

Following extensive customer research, the first overhauled Build Center, in Rugby, was opened by Wolseley UK managing director Nigel Sibley. Immediately noticeable is the bold new visual identity for both interior and exterior, but the changes run much deeper.

Nigel Sibley said: “We’re rightly proud about what we do, but we need to shout louder about who we are. The new visual identity will be important for us, but we’re also clarifying our product range and pricing, as well as developing a strong promotional plan. A key task for us is to remind customers that we are a volume supplier – a national company that is able to offer extremely competitive pricing for bulk purchases.

“Within the building merchants’ market, customers have not traditionally been well served. We are making our branches much easier to navigate, and refining Build Center’s product range. Just as supermarket customers expect staple goods always to be available, we have gone to great lengths to ensure that availability of key products is one of the things that will set Build Center apart from its competitors.

“We’ve also strengthened our management team, focusing on providing an improved customer service. For example, we have recently recruited product experts in kitchens, timber and engineered wood products.”

Although Build Center already has 280 branches, Nigel Sibley foresees further selective acquisitions, and the opening of new branches in locations where this is needed to meet customer expectations.

www.buildcenter.co.uk