Kitchen and bathroom sales leads Wickes boost

Sales of kitchens and bathrooms at Wickes have been 'significant' following the closure of MFI and a hefty TV ad campaign.

In a statement covering the six months ending June 30, parent company Travis Perkins said that while like-for-like turnover per trading day at Wickes was down 2.4% and core DIY products down 5.9%, kitchens and bathrooms was up by 16.6%.

"Wickes has seen excellent rates of growth in kitchens and other products backed by a strong television advertising campaign," the company said. "[This has] significantly improved both brand recognition and recognition of the high quality of product we offer."

The ad campaign was one element of a "radical overhaul" of the Wickes communication strategy, which also included a new product catalogue, increased delivery options and online ordering.