DIY giant B&Q is to aggressively chase the lucrative grey pound by launching hundreds of affordable products aimed at the over-55s.

The Can Do range will debut nationwide in February and will be endorsed by the Disabled Living Foundation.
The 450-product range is designed to make daily life easier for those suffering from age-related impairments, such as failing strength, dexterity, sight and hearing. It will cover all the retailer’s categories, with particular focus on the kitchen, bedroom and bathroom.
The range is the biggest sign yet of a major retailer trying to capitalise on the spending power of the growing number of older shoppers.
According to Help the Aged, the over-50s spend£175 billion a year, accounting for 45 per cent of total consumer spending. In addition, they are generally savers, rather than borrowers, which means that they are less exposed to fluctuations in the economy.
“We believe a person’s age shouldn’t marginalise them from society,” said B&Q talent and diversity manager Elaine Ross.
“We want people to feel empowered, independent, respected and included, but not treated differently.”
The own-brand range will increase to about 1,000 products later this year and include a body drier, low-level kitchen units, ovens with side-opening doors, plugs with handles, and garden tools with extra grip and long handles. Some bigger stores will also carry larger products such as stair lifts.
Panmure Gordon analyst Christian Koefoed-Nielsen said B&Q has been a leader in catering for older shoppers for years and it employs older shopfloor staff because they often give “better advice and are more patient with customers”.
“Products made specifically for elderly people with, for example, restricted mobility, are generally very expensive,” he added. “So if B&Q’s range meets a genuine need and is at a reasonable price point then it will be successful.”
Since the 1980s, the DIY giant has made a concerted effort to recruit older store staff and 25 per cent of its workforce is over the age of 50. The retailer is also a founder member of the Employers Forum for Age.
 B&Q has signed a three-year partnership with the global One Planet Living initiative. B&Q will introduce a range of One Planet Living-approved products from March.

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