Matalan steps into bathroom market with online-only venture

• Matalan Direct brand will offer bathrooms and bathroom furniture
• Plans to expand range to home furnishings and home improvement
• Will be based around value price point

The retailer, more known for its fashion and homeware offer, has rolled out Matalan Direct, a separate brand selling bathroom fixtures and bathroom furniture such as radiators, tower rails and taps. It plans to extend its offer to become a “complete home furnishings and improvements destination”.

The retailer, which opened a store on Oxford Street earlier this year, will be competing with the big players such as Ikea, Homebase and Victoria Plumb.

Jason Hargreaves, managing director of Matalan, said: “We are looking to cater for Matalan’s existing 12.5 million customer base who are already highly engaged by the brand’s successful and fast-expanding homeware offering.

“Matalan Direct feels like a very natural expansion for Matalan and its positioning will complement our ‘Made for Modern Families’ proposition and offer customers the quality that they have come to expect from us.

“By opting for an online platform, Matalan Direct will be able to offer an ever-expanding range of products without the restrictions of in-store on-boarding constraints. Our target is to give customers maximum choice and convenience whilst remaining affordable, which is why our range will retain our value price point but will also offer options to suit any budget.”

The value fashion and homeware retailer is understood to have placed eight standalone Sporting Pro shops on the market.